TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Amy Lockwood: vendiendo condones en el Congo
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El VIH es un problema grave en la República Democrática del Congo; por eso las agencias de ayuda han inundado el país con condones gratis o baratos. Pero pocas personas los están usando. ¿Por qué? La «promotora reconvertida», Amy Lockwood, ofrece una respuesta sorprendente que da un vuelco al modelo filantrópico tradicional. (Algunas imágenes son de NSFW).
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. Full bio
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 reformed marketer,
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Soy una promotora reconvertida
00:17
and I now work in international development.
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y ahora trabajo en desarrollo internacional.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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En octubre estuve un tiempo en la República Democrática de Congo,
00:23
which is the [second] largest country in Africa.
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el segundo país más grande de África.
00:25
In fact, it's as large as Western Europe,
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De hecho, es del tamaño de Europa Occidental
00:28
but it only has 300 miles of paved roads.
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pero tiene solo 500 kilómetros pavimentados.
00:32
The DRC is a dangerous place.
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El Congo es un lugar peligroso.
00:34
In the past 10 years, five million people have died
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En los últimos 10 años han muerto 5 millones de personas
00:37
due to a war in the east.
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por la guerra del este.
00:39
But war isn't the only reason
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Pero la guerra no es la única razón
00:41
that life is difficult in the DRC.
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que dificulta la vida en el Congo.
00:43
There are many health issues as well.
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También hay muchos problemas sanitarios.
00:45
In fact, the HIV prevalence rate
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De hecho, la tasa de prevalencia del VIH
00:47
is 1.3 percent among adults.
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es del 1,3% entre los adultos.
00:50
This might not sound like a large number,
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Esto puede no parecer un gran número
00:52
but in a country with 76 million people,
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pero en un país con 76 millones de personas
00:55
it means there are 930,000 that are infected.
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significa que hay 930.000 infectados.
00:59
And due to the poor infrastructure,
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Y debido a la infraestructura deficiente
01:01
only 25 percent of those
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sólo el 25% de ellos
01:03
are receiving the life-saving drugs that they need.
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reciben los medicamentos que necesitan para salvar sus vidas.
01:06
Which is why, in part,
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Razón por la cual, en parte,
01:08
donor agencies provide condoms
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hay agencias que donan preservativos
01:10
at low or no cost.
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a un costo bajo o nulo.
01:12
And so while I was in the DRC,
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Y así, mientras estuve en el Congo,
01:14
I spent a lot of time talking to people about condoms,
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pasé mucho tiempo contándole a la gente acerca de los preservativos,
01:16
including Damien.
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incluyendo a Damien.
01:18
Damien runs a hotel outside of Kinshasa.
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Damien administra un hotel en las afueras de Kinshasa.
01:21
It's a hotel that's only open until midnight,
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Es un hotel que abre sólo hasta la medianoche,
01:23
so it's not a place that you stay.
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no es un lugar para quedarse.
01:25
But it is a place where sex workers and their clients come.
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Pero es un lugar a donde acuden trabajadoras sexuales con sus clientes.
01:29
Now Damien knows all about condoms,
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Ahora Damien sabe todo sobre condones
01:31
but he doesn't sell them.
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pero no los vende.
01:33
He said there's just not in demand.
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Dice que no hay demanda.
01:35
It's not surprising,
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Y no sorprende
01:37
because only three percent of people in the DRC
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porque sólo el 3% de los congoleños
01:39
use condoms.
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usa condones.
01:41
Joseph and Christine,
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Joseph y Christine,
01:43
who run a pharmacy where they sell a number of these condoms,
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administran una farmacia que vende preservativos,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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dijeron, a pesar de que las agencias los proveen gratis o a bajo costo
01:49
and they have marketing campaigns that go along with them,
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y tienen campañas de marketing acordes,
01:52
their customers don't buy the branded versions.
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sus clientes no compran las versiones de marca.
01:55
They like the generics.
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Les gustan los genéricos.
01:57
And as a marketer, I found that curious.
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Como promotora me pareció curioso.
02:00
And so I started to look at what the marketing looked like.
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Empecé a analizar cómo era el marketing.
02:03
And it turns out that there are three main messages
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Y resulta que las agencias usan
02:06
used by the donor agencies for these condoms:
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tres mensajes principales para estos preservativos:
02:10
fear, financing and fidelity.
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miedo, financiación y fidelidad.
02:14
They name the condoms things like Vive, "to live"
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Llaman a los condones Vive
02:18
or Trust.
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o Confía.
02:20
They package it with the red ribbon
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Los empaquetan con la cinta roja
02:22
that reminds us of HIV,
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que nos recuerda el VIH;
02:24
put it in boxes that remind you who paid for them,
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los colocan en cajas que nos recuerdan quién los pagó;
02:28
show pictures of your wife or husband
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muestran fotos de las esposas o esposos
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and tell you to protect them
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y nos dicen que los protejamos
02:32
or to act prudently.
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o nos piden prudencia.
02:35
Now these are not the kinds of things that someone is thinking about
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Pero ese no es el tipo de cosas en las que uno piensa
02:38
just before they go get a condom.
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justo antes de ir a buscar un preservativo.
02:40
(Laughter)
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(Risas)
02:44
What is it that you think about
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¿En qué piensan
02:46
just before you get a condom?
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justo antes de ir a buscar un preservativo?
02:48
Sex!
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¡Sexo!
02:51
And the private companies that sell condoms in these places,
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Y las empresas privadas que venden condones en estos lugares
02:54
they understand this.
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entienden esto.
02:56
Their marketing is slightly different.
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Su marketing es levemente diferente.
02:59
The name might not be much different,
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El nombre puede no ser muy diferente
03:01
but the imagery sure is.
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pero la gráfica seguro lo es.
03:03
Some brands are aspirational,
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Por eso las marcas usan otras iniciativas
03:06
and certainly the packaging is incredibly provocative.
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y, ciertamente, el envase es muy provocativo.
03:10
And this made me think
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Esto me hizo pensar
03:12
that perhaps the donor agencies had just missed out
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que quizá las agencias se estaban perdiendo
03:15
on a key aspect of marketing:
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de un aspecto fundamental del marketing:
03:17
understanding who's the audience.
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entender quién es la audiencia.
03:20
And for donor agencies, unfortunately,
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Y para las agencias, por desgracia,
03:23
the audience tends to be
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la audiencia suele ser
03:25
people that aren't even in the country they're working [in].
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gente que ni siquiera está en el país en el que trabajan.
03:27
It's people back home,
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Es la gente del país,
03:29
people that support their work,
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la gente que sostiene su trabajo,
03:31
people like these.
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gente como esa.
03:34
But if what we're really trying to do
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Pero si realmente queremos tratar
03:36
is stop the spread of HIV,
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de detener la propagación del VIH
03:39
we need to think about the customer,
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tenemos que pensar en el cliente,
03:41
the people whose behavior needs to change --
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la gente cuyo comportamiento tiene que cambiar,
03:44
the couples,
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las parejas,
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the young women, the young men --
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las mujeres y hombres jóvenes,
03:48
whose lives depend on it.
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cuyas vidas dependen de eso.
03:51
And so the lesson is this:
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Por eso la lección es que
03:53
it doesn't really matter what you're selling;
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en realidad no importa lo que uno venda;
03:56
you just have to think about who is your customer,
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uno sólo tiene que pensar quién es su cliente
03:59
and what are the messages
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y cuáles son los mensajes
04:01
that are going to get them to change their behavior.
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que harán que cambien de comportamiento.
04:03
It might just save their lives.
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Eso podría salvarles la vida.
04:05
Thank you.
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Gracias.
04:07
(Applause)
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(Aplausos)
ABOUT THE SPEAKER
Amy Lockwood - Global development workerAmy 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.
Amy Lockwood | Speaker | TED.com