What started as an idea has grown into a movement supported by more than 1,000 businesses and organisations across Gloucestershire and beyond. Through a new disability symbol that reflects a wider range of experiences, Sam is encouraging people to look beyond what they can see and rethink their assumptions about disability.

Turning personal experience into positive change 

The campaign was inspired by Sam’s own experiences of living with DiGeorge Syndrome and the long-term effects of a childhood brain tumour and cancer treatment.  

When Sam was younger, his disability was less visible to others, but the barriers he encountered were very real:

As the effects of his condition became more visible over time, particularly when he began using a wheelchair, these challenges became less common. This shift in how others reacted revealed something important: perceptions of disability were often shaped by what people could see, highlighting a wider lack of awareness and understanding of non-visible disabilities.

These experiences motivated Sam to take action, determined to change how disability is represented and understood. 

From an idea to a growing movement 

First introduced in 1969, the familiar blue wheelchair symbol is recognised around the world as the symbol of accessibility. But Sam wanted to create something that better reflected the diversity of disabled people’s experiences.  

Since August 2022, Sam has worked to raise awareness of non-visible disabilities. While studying at National Star College, he independently approached Sky News to share his vision for better representation.  

Then in October 2022, Sam presented his idea to the Natspec Student Voice Parliament, launching a competition for students at specialist colleges to design a more inclusive disability symbol. In May 2023, he helped select the winning design, created by a student at St John’s College in Brighton. Featuring two standing figures alongside a wheelchair user, the symbol’s message is simple but powerful: 

“Some disabilities are visible. Some are not. Take care of each other.”

With support from National Star, local businesses and organisations, Sam helped bring the campaign to the high street, launching it in Cheltenham in September 2023. From festival signage to displays in more than 1,000 venues, each badge or sign offers an opportunity to challenge assumptions, encourage understanding and make inclusion part of everyday conversations.

Looking beyond what we can see 

During Invisible Disabilities Week, Sam wants to build on this momentum by raising awareness of the experiences of people whose disabilities or conditions may not be immediately obvious.

For Sam, greater understanding starts with challenging assumptions, listening to people’s experiences and recognising that not all barriers are visible. His campaign encourages everyone to play a part, whether by displaying the campaign badge, starting a conversation or approaching others with greater openness. 

He also hopes his experience will inspire others to turn their own ideas into positive action:

Sam’s journey shows how one person’s determination, combined with the support of others, can help bring about meaningful change. 

A vision for a more inclusive future 

Sam’s ambitions for Think Beneath the Surface continue to grow. Having helped establish the campaign across Gloucestershire, he now hopes to see its message reach a national and international audience. 

Earlier this year, Sam met with officials from the Department for Transport, including the Head of Blue Badge Policy, to discuss his campaign and its potential to influence national policy.

What began with Sam questioning how disability is represented has grown into a campaign challenging others to do the same. And while his ambitions are now reaching beyond Gloucestershire, the message at its heart remains simple: disability isn’t always visible, and everyone deserves to be recognised, respected and included.