Sep 19, 2018

Pedal it out to bring Egypt’s heart beat back

  • Statistics from the World Health Organization indicates that cardiovascular diseases are the leading cause of death in Egypt, accounting for 46% of total deaths.
  • To improve the survival rate of Sudden Cardiac Arrest (SCA) in Egypt, the Philips Foundation and Philips Egypt have launched Back to Rhythm – a multi-month education campaign aimed at creating awareness around cardiac health.
  • The Nile Heart Challenge, challenges the residents of Cairo to cycle 6,853 kms -  the length of the river Nile, which represents the heart of Egypt.
  • Through crowd participation in the challenge, the Philips Foundation commits to providing 30 Automated external defibrillators (AEDs) to the Egyptian Red Crescent to place in public spaces across Cairo.

Cairo, Egypt – In commemoration of Heart Awareness Month, and World Heart Day later this month – (29th  September), the Philips Foundation in collaboration with Philips Egypt and the Egyptian Red Crescent has launched a campaign called Back to Rhythm aimed at creating public awareness around cardiac health in Egypt and increasing the chances of survival of victims of Sudden Cardiac Arrest (SCA).


The campaign takes the form of multiple stakeholder engagements to raise awareness on good heart health including educational programmes centered on encouraging healthy eating, adopting a healthy lifestyle and training on CPR (Cardio Pulmonary Resuscitation) and BLS (Basic Life Support). The campaign encourages public participation in different biking challenges, which will see Philips funding AED’s to public spaces in Cairo.

Nile challenge

The Nile Heart Challenge

One of the key pillars of the Back to Rhythm campaign seeks to rally residents of Cairo to participate in online and offline biking challenges, to cycle and reach 6,853 kms, which equals the length of the river Nile – which is the perceived ‘heart of Egypt’, in the Nile Heart Challenge.

Stationary bikes will be placed at different strategic locations across Cairo and residents of the city will be encouraged to bike for 10-minutes to raise the required kilometres for the Philips Foundation to provide up to a maximum of 30 AED’s to the Egyptian Red Crescent to place in public spaces across Cairo.

Nile challenge

The World Health Organization indicates that Cardiovascular diseases (CVD’s) account for 46% of total deaths in Egypt; CVD’s are a major public health concern with significant social and economic implications in terms of healthcare -needs, lost productivity and premature death.

The disease burden caused by CVDs in particular, is further fueled by adoption of unhealthy lifestyles and eating habits. In fact, the incidence of CVD is fast shifting to the youth; a trend that’s specifically prevalent in the capital city of Cairo and underserved urban communities where fast food and sedentary lifestyles are an increasing reality.


Raising awareness on the growing incidence of CVD; especially SCA and reinforcing the need for a healthy lifestyle and healthy diet are a core component of the Back to Rhythm campaign, which will continue with several different informative and educative programmes in the coming months.

About Royal Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips' health technology portfolio generated 2017 sales of EUR 17.8 billion and employs approximately 74,000 employees with sales and services in more than 100 countries. News about Philips can be found at

Click here to read moreClick here to read less



Radhika Choksey

Radhika Choksey

Head of Brand, Communications and Digital Philips Africa

Tel: +31  62525 9000

Share on social media

Media assets

You are about to visit a Philips global content page


You are about to visit the Philips USA website.

I understand

Our site can best be viewed with the latest version of Microsoft Edge, Google Chrome or Firefox.