In serving country, one is directly representing Uganda. It may be in sports as a Uganda Crane, in international fora say, as Chairperson of the African Union, and in any other space where they carry the Uganda flag.

However, in serving society, one goes out to do something about a societal problem which deed makes society better. For example, one may be touched by the plight of senior citizens in the country side and embarks on finding them decent accommodation as charity. Another, like a past winner, may embark on the fight against abuse of human rights by especially the very institutions in charge of protecting them.