This film was part of Philips Leadership Summit screened for the top 300 Philips employees worldwide. Philips brought these individuals together to bring their new brand positioning, ‘Innovation and you’ to life, exposing the audience to compelling films telling the intricate and human-facing stories of Philips Healthcare. Their goal: To highlight the difference that Philips Healthcare makes on a societal and individual level and share this with their audience in an emotionally engaging and inspiring way.

Beyond the Leadership Summit, this film was aimed to influence doctors, nurses, hospitals, philanthropists and regulating authorities along with the healthcare industry at large. More specifically, the businesses and individuals that have a hand in the future of Uganda's healthcare system and creating meaningful innovations that improve people’s lives.

Healthcare advertising in Uganda is a complex landscape. Marketers face national and regionalized challenges as they break into the market seeking exposure and brand identity. Limited access to local knowledge amongst citizens coupled with diluted educational campaigns create marketing barriers in both the public and private sector. However, Uganda's healthcare industry is ripe with opportunity. Uganda’s population has increased to over 36 million in the past few years with a current life expectancy of 53 years. By 2016, pharmaceutical spending in Africa will reach over $30 billion dollars. Both public and private entities have turned to NGO’s and local government agencies to help facilitate awareness efforts and educational campaigns. The current situation regarding healthcare advertising in Uganda is a direct reflection of Uganda’s healthcare system – A fragmented and complex arena with vast potential to impact millions and save lives.

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.