ABOUT THE SPEAKER
Amy Lockwood - Global development worker
Amy Lockwood is the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems.

Why you should listen

Amy Lockwood is the deputy director of the Center for Innovation in Global Health at Stanford's School of Medicine, where she works in management, strategy and international development focused on issues of global health.

Before coming to Stanford, Lockwood was the Executive Director of Project Healthy Children, which works with governments and local industries in Haiti, Honduras, Liberia, Malawi, Nepal and Rwanda to develop and implement comprehensive food fortification strategies to combat micronutrient malnutrition. She has also worked with the Clinton Foundation as the Director of the Global Pediatric HIV/AIDS Program and Deputy Country Director for India, where she was responsible for supporting governments to develop strategies and implementation plans; design guidelines; build systems, procure drugs and diagnostics; and deliver care to HIV-positive children and adults.

More profile about the speaker
Amy Lockwood | Speaker | TED.com
TEDGlobal 2011

Amy Lockwood: Selling condoms in the Congo

Ejmi Lokvud: Prodavanje kondoma u Kongu

Filmed:
923,043 views

HIV je ozbiljan problem u DR Kongo, i agencije za pomoć su preplavile zemlju sa besplatnim i jeftinim kondomima. Ali mali broj ljudi ih koristi. Zašto? "Reformisani marketer" Ejmi Lokvud nudi iznenađujući odgovor koji menja tradicionalni model filantropije. (Neke NSFW slike.)
- Global development worker
Amy Lockwood is the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems. Full bio

Double-click the English transcript below to play the video.

00:15
I am a reformedreformisao marketerтржиште,
0
0
2000
Ja sam reformisani marketer,
00:17
and I now work in internationalмеђународни developmentразвој.
1
2000
3000
i sada radim u međunarodnom razvoju.
00:20
In OctoberOktobra, I spentпотрошено some time in the DemocraticDemokratski RepublicRepublika of CongoKongo,
2
5000
3000
U oktobru sam provela neko vreme u Demokratskoj Republici Kongo,
00:23
whichкоја is the [secondдруго] largestнајвеће countryземљу in AfricaAfrika.
3
8000
2000
koja je (druga) najveća zemlja u Africi.
00:25
In factчињеница, it's as largeвелики as WesternZapadni EuropeEurope,
4
10000
3000
U stvari, velika je kao Zapadna Evropa,
00:28
but it only has 300 milesмиља of pavedutrli roadsпутеви.
5
13000
3000
ali ima samo 483 km asfaltiranog puta.
00:32
The DRCDRC is a dangerousопасно placeместо.
6
17000
2000
DRK je opasno mesto.
00:34
In the pastпрошлост 10 yearsгодине, fiveпет millionмилиона people have diedумро
7
19000
3000
U poslednjih 10 godina, 5 miliona ljudi je umrlo
00:37
dueдуе to a warрат in the eastисточно.
8
22000
2000
zbog rata na istoku.
00:39
But warрат isn't the only reasonразлог
9
24000
2000
Ali rat nije jedini razlog
00:41
that life is difficultтешко in the DRCDRC.
10
26000
2000
što je život težak u DRK.
00:43
There are manyмноги healthздравље issuesпитања as well.
11
28000
2000
Takođe postoje dosta zdravstvenih problema.
00:45
In factчињеница, the HIVHIV-A prevalenceпреваленца rateстопа
12
30000
2000
Ustvari, stopa rasprostranjenosti HIV-a
00:47
is 1.3 percentпроценат amongмеђу adultsодрасли.
13
32000
3000
je 1.3 procenta kod odraslih.
00:50
This mightМожда not soundзвук like a largeвелики numberброј,
14
35000
2000
Ovo možda ne zvuči kao veliki broj,
00:52
but in a countryземљу with 76 millionмилиона people,
15
37000
3000
ali u zemlji sa 76 miliona ljudi,
00:55
it meansзначи there are 930,000 that are infectedзаражени.
16
40000
4000
to znači da su 930 000 inficirani.
00:59
And dueдуе to the poorлоше infrastructureинфраструктуре,
17
44000
2000
I zbog loše infrastukrure,
01:01
only 25 percentпроценат of those
18
46000
2000
samo 25 procenta njih
01:03
are receivingпријем the life-savingспасавање живота drugsдроге that they need.
19
48000
3000
prima lekove koje im spašavaju život.
01:06
WhichŠto is why, in partдео,
20
51000
2000
I zato, delom,
01:08
donordonator agenciesагенције provideпружити condomskondomi
21
53000
2000
donatorske agencije obezbeđuju kondome
01:10
at lowниско or no costтрошак.
22
55000
2000
po maloj ili nikakvoj ceni.
01:12
And so while I was in the DRCDRC,
23
57000
2000
I dok sam bila u DRK,
01:14
I spentпотрошено a lot of time talkingпричају to people about condomskondomi,
24
59000
2000
provela sam dosta vremena pričajući s ljudima o kondomima,
01:16
includingукључујући DamienDamien.
25
61000
2000
uključujući i Damijena.
01:18
DamienDamien runsтрчи a hotelХотел outsideспоља of KinshasaKinshasa.
26
63000
3000
Damijen vodi hotel van Kinshase.
01:21
It's a hotelХотел that's only openотворен untilсве док midnightponoć,
27
66000
2000
To je hotel koji je otvoren do ponoći,
01:23
so it's not a placeместо that you stayостани.
28
68000
2000
tako da to nije mesto na kojem možete da prenoćite.
01:25
But it is a placeместо where sexсек workersрадници and theirњихова clientsклијенти come.
29
70000
4000
Ali to je mesto gde seks-radnici i njihovi klijenti dolaze.
01:29
Now DamienDamien knowsзна all about condomskondomi,
30
74000
2000
Sada, Demijen zna sve o kondomima,
01:31
but he doesn't sellпродати them.
31
76000
2000
ali ih ne prodaje.
01:33
He said there's just not in demandпотражња.
32
78000
2000
Rekao je da jednostavno nema potražnje.
01:35
It's not surprisingизненађујуће,
33
80000
2000
I ne iznenađuje,
01:37
because only threeтри percentпроценат of people in the DRCDRC
34
82000
2000
jer samo 3 procenta ljudi u DRK
01:39
use condomskondomi.
35
84000
2000
koriste kondome.
01:41
JosephJoseph and ChristineKristina,
36
86000
2000
Džozef i Kristin,
01:43
who runтрцати a pharmacyапотека where they sellпродати a numberброј of these condomskondomi,
37
88000
2000
koji vode apoteku gde prodaju dosta ovih kondoma,
01:45
said despiteупркос the factчињеница that donordonator agenciesагенције provideпружити them at lowниско or no costтрошак,
38
90000
4000
su rekli iako ih donorske agencije obezbeđuju po maloj ili nikakvoj ceni,
01:49
and they have marketingМаркетинг campaignsкампање that go alongзаједно with them,
39
94000
3000
i imaju marketinške kampanje koje idu uz njih,
01:52
theirњихова customersкупци don't buyкупити the brandedobilježena versionsверзије.
40
97000
3000
njihovi kupci ne kupuju markirane verzije.
01:55
They like the genericsGenerički.
41
100000
2000
Oni vole obične.
01:57
And as a marketerтржиште, I foundнашао that curiousрадознао.
42
102000
3000
I kao marketer, to mi je bilo zanimljivo.
02:00
And so I startedпочела to look at what the marketingМаркетинг lookedпогледао like.
43
105000
3000
I počela sam da gledam kako je marketing izgledao.
02:03
And it turnsокреће се out that there are threeтри mainглавни messagesпоруке
44
108000
3000
I ispada da postoje 3 glavne poruke
02:06
used by the donordonator agenciesагенције for these condomskondomi:
45
111000
4000
koje donorske agencije koriste za ove kondome:
02:10
fearбојати се, financingfinansiranje and fidelitytačnost.
46
115000
4000
strah, finansiranje i vernost.
02:14
They nameиме the condomskondomi things like ViveVive, "to liveживи"
47
119000
4000
Imaju kondome kao što su Vive, "živeti"
02:18
or TrustPouzdanost.
48
123000
2000
ili Trust (verovati).
02:20
They packageпакет it with the redцрвена ribbonglavne trake
49
125000
2000
Pakuju ih sa crvenom trakom
02:22
that remindsподсећа us of HIVHIV-A,
50
127000
2000
koja nas podseća na HIV,
02:24
put it in boxesкутије that remindПодсетите you who paidплаћени for them,
51
129000
4000
stavljaju ih u kutije koje vas podsećaju ko ih je platio,
02:28
showсхов picturesслике of your wifeжена or husbandмуж
52
133000
2000
stavljaju slike vaše žene ili muža
02:30
and tell you to protectзаштитити them
53
135000
2000
i kažu vam da ih zaštitite
02:32
or to actчинити prudentlypromisljeno.
54
137000
3000
ili da se pristojno ponašate.
02:35
Now these are not the kindsврсте of things that someoneнеко is thinkingразмишљање about
55
140000
3000
Sada, ovo nisu stvari o kojima neko razmišlja
02:38
just before they go get a condomkondom.
56
143000
2000
pre nego što odu da kupe kondom.
02:40
(LaughterSmeh)
57
145000
4000
(Smeh)
02:44
What is it that you think about
58
149000
2000
O čemu razmišljate
02:46
just before you get a condomkondom?
59
151000
2000
pre nego što kupite kondom?
02:48
SexSeks!
60
153000
3000
Seks!
02:51
And the privateприватни companiesкомпаније that sellпродати condomskondomi in these placesместа,
61
156000
3000
I privatne kompanije koje prodaju kondome na ovim mestima,
02:54
they understandРазумем this.
62
159000
2000
razumeju ovo.
02:56
TheirNjihova marketingМаркетинг is slightlyмало differentразличит.
63
161000
3000
Njihova reklama je malo drugačija.
02:59
The nameиме mightМожда not be much differentразличит,
64
164000
2000
Ime se možda ne razlikuje mnogo,
03:01
but the imageryслике sure is.
65
166000
2000
ali slika se dosta razlikuje.
03:03
Some brandsrobne marke are aspirationalpotakne,
66
168000
3000
Neke marke su ambiciozne,
03:06
and certainlyсигурно the packagingпаковање is incrediblyневероватно provocativepo dnevniku.
67
171000
4000
i pakovanje je sigurno neverovatno provokativno.
03:10
And this madeмаде me think
68
175000
2000
I ovo me nateralo da mislim
03:12
that perhapsможда the donordonator agenciesагенције had just missedПропустио out
69
177000
3000
da su možda donorske agencije promašile
03:15
on a keyкључ aspectаспект of marketingМаркетинг:
70
180000
2000
ključni aspekt marketinga:
03:17
understandingразумевање who'sко је the audienceпублика.
71
182000
3000
razumevanje ko je publika.
03:20
And for donordonator agenciesагенције, unfortunatelyнажалост,
72
185000
3000
I za donorske agencije, nažalost,
03:23
the audienceпублика tendsтежи to be
73
188000
2000
publika teži da bude sastavljena od
03:25
people that aren'tнису even in the countryземљу they're workingрад [in].
74
190000
2000
ljudi koji nisu ni u zemlji u kojoj rade.
03:27
It's people back home,
75
192000
2000
To su ljudi kod kuće,
03:29
people that supportподршка theirњихова work,
76
194000
2000
ljudi koji podržavaju njihov posao,
03:31
people like these.
77
196000
3000
ljudi kao ovi.
03:34
But if what we're really tryingпокушавајући to do
78
199000
2000
Ali ako stvarno pokušavamo
03:36
is stop the spreadширити of HIVHIV-A,
79
201000
3000
da zaustavimo širenje HIV-a,
03:39
we need to think about the customerкупац,
80
204000
2000
moramo da mislimo o potrošačima,
03:41
the people whoseчије behaviorпонашање needsпотребе to changeпромена --
81
206000
3000
ljudima čije ponašanje mora da se promeni --
03:44
the couplesparovi,
82
209000
2000
parovima,
03:46
the youngмлади womenЖене, the youngмлади menмушкарци --
83
211000
2000
mladim ženama, mladim muškarcima --
03:48
whoseчије livesживи dependзависи on it.
84
213000
3000
čiji životi zavise od toga.
03:51
And so the lessonлекцију is this:
85
216000
2000
Tako da je lekcija ova:
03:53
it doesn't really matterматерија what you're sellingпродаја;
86
218000
3000
nije bitno šta prodajete,
03:56
you just have to think about who is your customerкупац,
87
221000
3000
samo morate da razmislite ko su vaši potrošači,
03:59
and what are the messagesпоруке
88
224000
2000
i koje će poruke
04:01
that are going to get them to changeпромена theirњихова behaviorпонашање.
89
226000
2000
da ih nateraju da promene ponašanje.
04:03
It mightМожда just saveсачувати theirњихова livesживи.
90
228000
2000
Možda će to da im spasi živote.
04:05
Thank you.
91
230000
2000
Hvala vam.
04:07
(ApplauseAplauz)
92
232000
3000
(Aplauz)
Translated by Elizabeta Petrovic
Reviewed by Nenad Stevanovic

▲Back to top

ABOUT THE SPEAKER
Amy Lockwood - Global development worker
Amy Lockwood is the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems.

Why you should listen

Amy Lockwood is the deputy director of the Center for Innovation in Global Health at Stanford's School of Medicine, where she works in management, strategy and international development focused on issues of global health.

Before coming to Stanford, Lockwood was the Executive Director of Project Healthy Children, which works with governments and local industries in Haiti, Honduras, Liberia, Malawi, Nepal and Rwanda to develop and implement comprehensive food fortification strategies to combat micronutrient malnutrition. She has also worked with the Clinton Foundation as the Director of the Global Pediatric HIV/AIDS Program and Deputy Country Director for India, where she was responsible for supporting governments to develop strategies and implementation plans; design guidelines; build systems, procure drugs and diagnostics; and deliver care to HIV-positive children and adults.

More profile about the speaker
Amy Lockwood | Speaker | TED.com