Western Australian women’s health organisation Luma has launched ‘We Hear You’ via Bonfire.
The campaign shines a light on women’s health issues, including menopause, period pain, endometriosis and eating disorders.
Luma brand and marketing officer Sarah Allen said the work reflects the exhaustion many women feel when navigating their health journey.
“Women aren’t just exhausted by their conditions; they’re also exhausted by the effort of trying to convince the world that their pain is significant,” she said.
“This work validates that experience without sugarcoating it and tells women that Luma is here and listening.”
Bonfire creative director Luke Williams said the campaign was shaped by empathy and a collective understanding of the lived experiences of Western Australian women.
“This kind of work only comes from listening first,” he said.
“It’s the result of empathy, shared conversations and a chorus of voices, not a single point of view. We were genuinely stoked to work with Luma on something that steps back and simply acknowledges what women have been saying for a long time.”
‘We Hear You’ has been rolled out across YouTube, cinema, out-of-home, social and digital channels.
Credits
Luma
Sarah Allen – Brand & Marketing Officer
Kylie Marston – General Manager, Health Services
Bethany Lord – Chief Executive Officer Bonfire
Bonfire
Rene Le Merle – GM of Creative Division
Luke Williams – Creative Director
Abbie Toynton – Account Service
Bronagh Spence & Ivana Erceg – Senior Copywriters
Mike Dann – Senior Art Director
Evan Dela-Grammaticas – Senior Strategist
Madison Forward – Senior Performance Media Specialist
Production
JJ – Producer
Dominique Pratt – Director
Dave Le May – DOP
Michael Titter – Gaffer
Ash Charlton – Sound Mixer
Megan Carpenter (Toesox) – Casting Director
James Hawkes (TOJC) – Editor
Tim Count (MDS) – Sound
RAZ Studio – Studio
Media Partners
Spotlight Cinema Advertising
Activ8 Media
Talent
Katie Walsh, Evie Tymms, Clea Purkins