a screenshot of LBBonline coverage and two photos of She says billboard in the wild

Making the invisible impossible to ignore & easier to manage.

Research
Resource Development
Social Creative
Art Direction
Copywriting
Design

Disability rights and advocacy are core to the Studio Opaluke mission. When research revealed a systemic failure in the workplace to support those with hidden disabilities and chronic pain, the #BelieveTheirPain campaign was launched to bridge the gap between corporate policy and human reality. The challenge was to move the conversation from "awareness" to actionable, institutional support.

A screenshot of a she says believe their pain webpage saying 'but you don't loook sick'

THE WORK

Lending the lens of lived experience to the final strategic sprint, we worked alongside a team of volunteers to take the campaign beyond the billboard. We built a robust, permanent resource library designed to dismantle the skepticism often faced by those with hidden pain. By combining social creative with rigorous research, we ensured the campaign provided the practical tools necessary for HR departments to overhaul their internal support structures.

2 social assets and a website screen shot of the SheSays Believe their pain campaign in pop art colours of pink, yellow and black

THE WORK

The #BelieveTheirPain campaign achieved national visibility through a high-profile partnership with JCDecaux. By providing a central digital hub for hidden disability advocacy, the project secured long-term engagement from major UK employers seeking to improve their equity standards.