Showing the difference between what women say and what is heard.
The Problem
Luma had supported women’s health in WA since 1976, but two years after rebranding, awareness sat at just 0.4%. Its audience stretched across decades of life, from body image to menstrual pain to perimenopause. One health issue could not carry the campaign. One shared experience could.
The Insight
Across different ages and symptoms, women recognised the same pattern: dismissal. Not always loud. Not always cruel. Often just familiar. The campaign was built around the gap between what women say about their bodies, and what is heard back.
The Problem
Luma had supported women’s health in WA since 1976, but two years after rebranding, awareness sat at just 0.4%. Its audience stretched across decades of life, from body image to menstrual pain to perimenopause. One health issue could not carry the campaign. One shared experience could.
The Insight
Across different ages and symptoms, women recognised the same pattern: dismissal. Not always loud. Not always cruel. Often just familiar. The campaign was built around the gap between what women say about their bodies, and what is heard back.
The Execution
Each woman speaks plainly to camera, while the subtitles quietly reframe what she is saying. The device stays the same, but the story changes: body image, menstrual pain, perimenopause. Together, the films show that the symptoms may differ, but the dismissal is shared.
The subtitles follow each woman’s testimony, then let the wrong interpretation land in its place. Lived experience becomes something calm, familiar and quietly dismissive. The copy had to feel natural enough to be believed, and wrong enough to be felt.
We also produced a series of out of home executions that told the same story, but much faster for roadside impact.
The Execution
Each woman speaks plainly to camera, while the subtitles quietly reframe what she is saying. The device stays the same, but the story changes: body image, menstrual pain, perimenopause. Together, the films show that the symptoms may differ, but the dismissal is shared.
The subtitles follow each woman’s testimony, then let the wrong interpretation land in its place. Lived experience becomes something calm, familiar and quietly dismissive. The copy had to feel natural enough to be believed, and wrong enough to be felt.
We also produced a series of out of home executions that told the same story, but much faster for roadside impact.
The Outcome
The campaign gave Luma a voice women recognised immediately. It contributed to 7 million impressions, a 45% lift in website sessions, 50% more new users and a 51% increase in bookings and enquiries. It turned an unknown women’s health service into one women actively sought out.
The Outcome
The campaign gave Luma a voice women recognised immediately. It contributed to 7 million impressions, a 45% lift in website sessions, 50% more new users and a 51% increase in bookings and enquiries. It turned an unknown women’s health service into one women actively sought out.