Western Australian women’s health organisation Luma has launched a powerful new brand campaign ‘We Hear You’, developed in partnership with Bonfire.

The campaign features the theme ‘We Hear You’ and shines a light on a systemic healthcare issue that, if you’re a woman reading this, you already know about.

It addresses a range of women’s health issues, including menopause, period pain, endometriosis and eating disorders, and reinforces Luma’s commitment to creating care environments where women feel seen, heard and supported.

Luma Brand & Marketing Officer, Sarah Allen, says the campaign 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. This work validates that experience without sugarcoating it and tells women that Luma is here and listening.”

Bonfire Creative Director, Luke Williams, says 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. 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.”

Luma is one of Australia’s largest not-for-profit organisations specialising in women’s health and wellbeing. Established in 1977, Luma has grown from a small medical and counselling clinic for women, into a holistic, integrated, one-stop healthcare destination for all women.

‘We Hear You’ has launched this week across YouTube, cinema, out-of-home, social and digital channels.

Visit https://luma.org.au/ for more information.

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