Under the banner #someone2turn2, our film reveals the lives of people who have been supported, and in many cases saved, by The Friendship Bench. As one of just 12 psychiatrists in a country of 14 million people, Dixon realised that the need for mental health services was immense. His idea was to turn to grandmothers in his community – traditionally loved, respected and revered. He realised they were not just great listeners but, with training and in conversation on a simple bench, under the African sky, they could be a huge support to their communities. Now, Dixon’s initiative sees hundreds of grandmothers supporting thousands of Zimbabweans every day, saving many lives. 

The Global Mental Health Summit was the culmination of a two year contract as Creative Director for the campaign, which involved creating the brand, producing numerous pieces of content, delivering noteworthy events and implementing several social media and artist-led mental health campaigns, with ambassador support from Lady Gaga and her foundation.