Philips Challenges Celebrities to 'Save Matt' at the Nation's Largest Film Festival

Philips Challenges Celebrities to 'Save Matt' at the Nation's Largest Film Festival

Celebrity Signatures Will Raise Funds for the American Heart Association to Further CPR Training

ANDOVER, Mass., Jan. 9 /PRNewswire-FirstCall/ -- Royal Philips Electronics (NYSE:PHG)(NYSE:AEX:)(NYSE:PHI) today announced the launch of "Celebrities Save Matt," a campaign that will be launched January 18th during the Sundance Film Festival to help raise funds for the American Heart Association.

The Philips Simplicity Lounge, located at the Village at the Lift in Park City, Utah will offer celebrities the opportunity to learn how to save a life with an automated external defibrillator (AED). Celebrities will learn to save "Matt" -- a paper mannequin training mat -- by performing a live demonstration with a defibrillator and learning about sudden cardiac arrest (SCA), one of the leading causes of death worldwide.

After learning to save a life, celebrities will be asked to autograph "Matt," and for each signature, Philips will make a donation to the American Heart Association, up to a maximum of $20,000. At the conclusion of the Film Festival, Philips will list the signed "Matt" on eBay in a charity auction and donate the proceeds to the association. The donated funds will help the organization reach its goal to train every citizen to recognize the symptoms of SCA and perform CPR.

"Saving 'Matt' is a novel and eye-catching way for influential celebrities to learn about SCA -- one of the most serious health threats affecting thousands of people every year," said Vinay Nadkarni, M.D., American Heart Association volunteer and past chair of the association's Emergency Cardiovascular Care committee. "Through efforts like this, Philips and celebrities are helping to demonstrate that using AEDs and performing CPR are simple, necessary skills to learn. Immediate, effective CPR and AED programs can save thousands of lives each year."

"The Philips 'Save Matt' campaign will serve as a means to educate the public about the importance of defibrillators and sudden cardiac arrest, while instilling an element of charity," said Paul Zeven, CEO, Philips Electronics North America. "'Matt' will be listed for sale through eBay Giving Works, eBay's dedicated program for charity listings, and funds generated will specifically benefit the American Heart Association's 'Bystander CPR' Training Programs."

"We want to show people that Philips HeartStart Defibrillators aren't just part of feature films and popular TV shows," said Zeven. "We believe that celebrities will be eager to learn about defibrillators and how to save lives, while supporting the American Heart Association by lending their signature for a great cause."

More About Sudden Cardiac Arrest

Sudden cardiac arrest (SCA) often results from an electrical malfunction of the heart which causes it to quiver rather than pump in a normal rhythm. It is one of the leading causes of death in the U.S., claiming more than 325,000 lives each year and more people die from it than from breast cancer, prostate cancer, AIDS, house fires, handguns and traffic accidents combined.

Defibrillation is recognized as the definitive treatment for the most common cause of SCA, and the American Heart Association estimates that 40,000 more lives could be saved annually if immediate, effective CPR was performed and AEDs were more widely available.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE:PHG)(NYSE:AEX:)(NYSE:PHI) is a global leader in healthcare, lifestyle and technology, delivering products, services and solutions through the brand promise of "sense and simplicity". Headquartered in the Netherlands, Philips employs approximately 126,000 employees in more than 60 countries worldwide. With sales of $37.7 billion (EUR 30.4 billion) in 2005, the company is a market leader in medical diagnostic imaging and patient monitoring systems, energy efficient lighting solutions, personal care and home appliances, as well as consumer electronics. News from Philips is located at www.philips.com/newscenter.

About the Philips Simplicity Lounge

The Philips Simplicity Lounge at the Village at the Lift is a haven for celebrities, VIPs and media to take some time out from their hectic festival schedules to rest and relax. While at the lounge, visitors get the opportunity to interact with a full array of Philips technologies from its domestic appliances, lighting, consumer electronics, medical and semiconductor businesses. Last year, the Philips lounge was the place to be seen with more than 1,000 industry influencers stopping in to relax and check out the latest Philips products.

First Call Analyst:
FCMN Contact: laura.kelly@mslpr.com

Source: Royal Philips Electronics

CONTACT: Steve Kelly, +1-425-487-7479, steve.kelly@philips.com, or Ian
Race, +1-978-659-4624, ian.race@philips.com, both from Philips Medical
Systems

Web site: http://www.philips.com/newscenter

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