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    HER Board launches to combat domestic violence via VML Perth

    Luma, an Australian women’s health and wellbeing non-profit, has launched a new sponsorship-based fundraising initiative, HER Board, via VML Perth, to help combat the prevalence of domestic violence in Australia.

    The initiative is designed to support and empower women facing domestic violence. It comes in response to alarming statistics: one woman loses her life to domestic violence every week in Australia, and one in four women face abuse from their partner.

    The website, online video, and other media touch points have been launched during Domestic Violence Awareness Month in May.

    HER Board launches to combat domestic violence via VML Perth


    Melanie Wiese, Luma deputy chair, said she hopes to generate support from the professional sector, leveraging LinkedIn as a primary fundraising channel.

    We’re appealing to  executives in Australia to sponsor a woman through fixed-term tenure funding, with all an individual board members’ funds flowing to one woman,” she said. 

    “We hope our members proudly share our progress and nominate their network to join.” 


    The launching film asset was shot by a predominantly female team and led by Perth director, Melle Branson.

    Branson, a survivor of abuse, described reading the “harrowing and uncomfortably real” scripts for the film as “confronting to face”.

    “Yet, I know that mine is not an uncommon experience, so I was all in in supporting the HER Board initiative,” said Branson.

    “My priority was to build a predominantly female identifying crew for this project, because I firmly believe that women should be telling women’s stories. Everyone involved in this project brought their absolute best in executing this poignant idea – from the highly nuanced sets, meticulous sound design, restrained music composition and the compelling voice performance.”


    HER Board asks for a $99 per month donation over a 12 month “board” term, which goes towards essential services including relocation, counselling, transport, legal aid, security, healthcare, employment assistance, and childcare.

    Female leaders in adland have already thrown their support behind the cause, including WPP’s Rose Herceg and Katie Rigg-Smith.


    Felicite Black, CEO at Luma, said HER Board was created to re-empower women, “and break the victim-and-saviour approach to family and domestic violence funding that only operates in crisis.”

    “A woman experiencing domestic violence loses her connections, voice, confidence and strength. Bit by bit, she loses her power. To move on, she needs to find that power again and HER Board is an essential service that  will help in giving her power back,” she said.  

    Luma and VML Perth launch 'Her Board' to help combat domestic violence - key visual

    Earlier this month, The National Breast Cancer Foundation (NBCF) appointed VML to create a future-focused, connected marketing and customer experience strategy for the organisation.


    Client: Luma 
    CEO: Felicite Black 
    Chief operating officer: Huyen Tran 
    Executive manager finance and contract management: Sofia Erhard 
    Brand and marketing Officer: Sarah Allen 
    Fundraising and events specialist: Georgina Westgarth 

    Agency: VML Perth 
    Chief strategy officer: Melanie Wiese 
    Account manager: Emily Hooper 
    National executive creative director: Stu Turner 
    Creative lead: Paula Keamy 
    Creative lead: Tim Newton 
    Creative: Brendan Morrow 
    Creative: Meg Watson 
    Design Director: Melissa Radman

    See also: National Breast Cancer Foundation appoints VML

    The post HER Board launches to combat domestic violence via VML Perth appeared first on Mediaweek.

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