The most damaging thing in women’s health isn’t misdiagnosis. It’s dismissal.
“It’s not normal pain.”
THE CONTEXT
Luma’s new brand identity, completed in 2023, hadn’t caught up with its scale, and too few women in WA knew it existed. The campaign focused on women from 18 to 54 — four decades of life, with vastly different health experiences between them.
A woman in her twenties and a woman in her fifties don’t share an experience of their bodies. They do share an experience of being told it doesn’t matter.
That gap, between what women feel and what women hear back, is where the work begins.
“I’m exhausted, all the time.”
THE WORK
Across three films, a woman talks honestly about her health. Her period pain is debilitating. Her body changes are real. Her exhaustion isn’t in her head.
Then the subtitles arrive. Totally normal. Part of being a woman. Just stress.
Women have been saying it the whole time. This campaign’s job was to show that someone is finally listening.
The shape of the work came from a strategic problem. The audience spanned four decades of life, and no single condition could hold a campaign at this level together.
Each film picked one stage and one woman. Period pain. Body image. Perimenopause. A different testimony every time, the dismissal as the through-line.
The films were shot static, one woman in frame, no cuts, no score. Katie Walsh, Evie Tymms and Clea Purkins held the camera with stillness and restraint, letting the weight build in the gap between what they said and what the captions said back.
Performance media carried the films across YouTube and Meta for scale. Cinema and out-of-home placements gave the work cultural weight.
The out-of-home version ran the same device in print, with a dismissive phrase in the foreground and the truth pressing through behind it. A static frame in a place where you can’t scroll away.
“My body has changed.”
Women aren't just exhausted by their conditions, they're exhausted by the effort of convincing the world that their pain is significant. We needed a partner who understood that without us having to spell it out, and Bonfire did. The work they made validates the experience without sugarcoating it, and tells women that Luma is here and listening.
THE RESULTS
Luma became known to more women in WA, and more women acted on what they saw.
- 7M+ campaign impressions across YouTube, Meta, cinema and out-of-home.
- 45% increase in website sessions.
- 50% increase in new website users, evidence that Luma’s audience expanded, not just recirculated.
- 51% increase in bookings and enquiries.
