Non-communicable diseases are the world's biggest killers. They are conditions that cannot be passed from one individual to another, and include cancers, heart disease, mental health disorders and diabetes. But despite their prevalence, many argue that they are under-recognised and underfunded, and as a result the global burden of these diseases is immense. There is a growing recognition that more needs to be done to improve prevention and treatment. 'Turning the Tide' is a campaign produced for the Non-Communicable Disease Alliance, featuring a series of short films focusing on the human stories behind the facts, to raise awareness and challenge misconceptions of the conditions, as well as highlighting the work that is being done by many to make a difference.