Same but Different (SbD) was established in 2015 by photographer and marketing consultant Ceridwen Hughes (Ceridwen Hughes Photography). SbD is personal to Ceridwen as her son, Isaac, has a rare syndrome called Moebius. From the moment Isaac was born, she recognised that people made assumptions about him because of the way he looked and behaved. Having met many parents over the years who felt the same frustrations, she decided to use her skills to raise awareness of the people behind the conditions and counteract prejudice. SbD’s first majorly funded lottery project, Rare Aware (2018-2021), was seen by over 12,000 exhibitions attendants and achieved a readership of over 47 million readers.

Six years later, SbD now coordinates a diverse portfolio of campaigns and has worked with a range of different communities throughout the UK and overseas on visual storytelling driven by lived experience. We have built relationships with the rare disease community, disabled adults, parents of disabled children, people without a home, veterans and ex-servicemen to raise their voices and help bring about the change they need.

In addition to our creative campaigns, we go beyond the lens and support the communities behind the camera. We regularly collaborate with other organisations looking to create support services and have additionally launched our own service for the rare disease community in North Wales, known as RAREhub.

By working with support organisations, health boards, employers and a whole host of other organisations we aim to change social attitudes towards those who find themselves in need.

We are happy to loan our exhibitions to interested parties and work alongside partners who share our objectives.