Cradle is an adaptable and scalable ecosystem that enables knowledge sharing between medical personel creating maximum impact with minimal effort.

2. Aladsair Ben Alex
Erik Isabella
Copywriter Art Director Father/PM
Strategist Copywriter
Ji-Ho Katy Richard Stephen Marco
Technologist Mother/Designer UX Strategist Strategist Art Director

3. WHAT WE DO

5. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Background

6. One Woman's Tale
of Maternal Mortality in AFrica

20. Maternal
Mortality
ONE woman dies every minute from complications related to
pregnancy or childbirth
529.000 die women a year
10 million additionally suffer injury, infection or disease
50% of maternal deaths go unreported due to
misclassifications.
Source: World Health Organisation / World Bank

21. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Mobile Africa

22. THE
BRIEF
How can we use technology to improve the quality of
healthcare for pregnant woman through childbirth and
newborn children (0-6 months) in developing markets or
poorer areas in developed markets?

23. 59% of maternal
mortality happens in
Sub-Saharan Africa
WHO (2010). “Trends in maternal mortality 1990 – 2008.”

24. And Africa makes
sense for Google

25. TOTAL AFRICAN MOBILE CONNECTION AND PENETRATION RATE ( MILLION % PENETRATION)
Source: AT Kearney / GSM Association

26. “Africa is the fastest growing mobile
market in the world and will be home
to 738 million handsets by the end of
this year.”
Source: GSM Association / Reuters

27. But

28. MOBILE BROADBAND CONNECTIONS AND PENETRATION IN SUB-SAHARAN AFRICA
Source: AnalysysSamsung /
Source: Mason, 2012 Reuters

29. And when it comes
to maternal
mortality

30. “99% of all maternal deaths in 2008
occurred in developing regions,
with sub-Saharan Africa
accounting for 57%.”
Source: World Health Organisation / World Bank
Source: Samsung / Reuters

31. “Sub-Saharan Africa's population
remains predominantly rural (70%),
and poverty is widespread.”
Source: World Health Organisation / World Bank
Source: Samsung / Reuters

33. ALL IN ALL
AFRICA IS EXPERIENCING EXPLOSIVE
GROWTH IN TERMS OF MOBILE.
BUT DESIGNING UNDER THE ASSUMPTION
THAT EVERYONE WILL HAVE A
SMARTPHONE WON’T WORK.

34. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Global vs. Local

35. “ The West spent $2.3 trillion and still has
not managed to get $3 to each new
mother to prevent five million child
deaths.
The West is not stingy. It is ineffective.”
Professor William Easterly - American economist, specialising in economic growth and foreign aid
Source: The White Man’s Burden: Why the West’s Efforts to Aid the Rest Have Done So Much Ill and So Little Good

36. Planners vs. Searchers

37. “A Planner thinks he already knows the
answers; he thinks of poverty as a
technical
engineering problem that his answers will
solve and believes outsiders know enough
to impose solutions.”
Professor William Easterly - American economist, specialising in economic growth and foreign aid
Source: The White Man’s Burden: Why the West’s Efforts to Aid the Rest Have Done So Much Ill and So Little Good

38. Source: The White Man’s Burden: Why the West’s Efforts to Aid the Rest Have Done So Much Ill and So Little Good

39. “A Searcher believes only insiders have
enough knowledge to find solutions,
and that most solutions must be
homegrown. “
William Easterly - American economist, specialising in economic growth and foreign aid
Source: The White Man’s Burden: Why the West’s Efforts to Aid the Rest Have Done So Much Ill and So Little Good

40. “Relationships can solve problems that money
and labour cannot. Developed markets can
offer resources and technology.
Underdeveloped markets; productivity and
distrubtion. Symbiotic relationships are key to
success.”
Joanna Lawrence - Global Professor in CSR and Social Innovation at Hult International Business School
Source: Lecture at Hult Business School

41. HOMEGROWN NOT TOP DOWN
INSIDE NOT OUTSIDE
NETWORKED NOT FRAGMENTED
ADAPTABLE NOT FIXED

42. Start small
in order to
solve big

43. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Strategy

45. There are 500 million women in Africa.

46. There are 500 million women in Africa.
35 million of them give birth every year.

47. There are 500 million women in Africa.
35 million of them give birth every year.
We can’t reach all of them.

48. There are 500 million women in Africa.
35 million of them give birth every year.
We can’t reach all of them.
So, who can we reach?

49. Midwifes

50. “In all countries that have achieved dramatic improvements in
maternal mortality, professionally trained midwives have been a key to success.
They have an essential role in achieving the Millennium Development Goals
to reduce maternal and newborn mortality”

51. But

53. They don’t have massive reach.

54. They don’t have massive reach.
They don’t have outspread respect.

55. They don’t have massive reach.
They don’t have outspread respect.
So, who has respect and
reach?

56. Traditional Birth
Assistants

57. “TBAs generally hold a position of respect
and influence within their communities because
TBAs are culturally close to women in their villages.”

58. But

60. They are not trained.

61. They are not trained.They don’t have the tools.

62. They are not trained.They don’t have the tools.
They don’t have support.

63. Both need
what the other
has

64. Q/A
Q: ‘How can we use technology to improve the quality of healthcare for
pregnant women through childbirth and newborn children (0-6
months)
in developing markets, or poorer areas in developed markets?’
A: By improving quality for those that surround the pregnant woman.

65. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Solution

68. Cradle
Explanation

69. Cradle Video

70. PROOF OF
CONCEPT
“This is a very good idea. I am trying very hard to connect all African midwives
through the internet so that we can share information”
Dorothy McKune - Founder Alliance of African Midwives
“The ‘ripple effect’ you are talking about has been tried and tested in other
area’s eg: through school children with hygiene and sanitation messages for
their families- and it has been shown to be successful- so yes your idea is
based on sound principles.”
Samara Hamman - CEO African Medical and Research Foundation UK
“I like your approach very much.. it is more consistent with recognizing the
nuances of local culture as well as tapping into the respect of local 'elders'’
Joanna Lawrence - Professor in CSR and Social Innovation at Hult International Business School
“Your idea is beautiful and I believe has a future.”
Stephanie Williams - American midwife with extensive experience in Africa

71. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Prototype

74. South Sudan
1 MIDWIFE 30.000 PEOPLE
87% GIVE BIRTH AT HOME
2.054 DEATHS PER 100.000 BIRTHS
1 IN 7 LIFE TIME CHANCE OF A WOMAN DYING IN CHILD
BIRTH
13% MOBILE PENETRATION
1% HAVE ACESS TO ELECTRICITY

75. NEXT YEAR 200 MIDWIVES WILL
GRADUATE FROM THE JUBA COLLEGE OF NURSING
IN SOUTH SUDAN.

77. WHAT’S OUR PLAN?

79. Arm them with
Google Cradle,
run a pilot project,
collaborate, learn,
and then scale.

80. 1 2 3 4 5 6 7
Background Mobile Africa Global vs. Strategy Solution Prototype Next Steps
Local
Next Steps

81. We’d love to work
further on this project.
Let’s talk?

82. Thank You.