Cannes Lions
OGILVYENTERTAINMENT, New York / PHILIPS / 2014
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Uganda is the 182nd worst place to be born or give birth out of 191 countries in the world. 1 in every 16 kids dies at birth. For every mother who dies giving birth, another 25 will go on to suffer both short and long term disabilities. A big part of the problem is access to modern medical services. Expectant mothers have no way of knowing if they're about to have twins, or if it's a breach pregnancy or if the umbilical cord has become dangerously wrapped up.
This film documents a life-saving partnership between Philips and a charity called Imaging the World. We spotlight a team of professionals who are rolling out the rugged CX50 ultrasound unit in rural Uganda. This is "One Laptop Per Child" for the Healthcare sector; forewarning expectant mothers of complicated pregnancies and giving them enough time to make the long journey from ill-equipped clinics in the countryside to modern hospital hubs in the cities. Through the human face of new mother Kateme Sarah, the film points out the 90% reduction in infant and maternal mortality rates that the solution has brought about. Ninety percent.
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