TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Amy Lockwood: Predávanie kondómov v Kongu
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Vírus HIV je vážnym problémom v Demokratickej republike Kongo a preto rôzne agentúry zaplavujú krajinu kondómami, ktoré poskytujú za nízku cenu alebo zadarmo. Ale len veľmi málo ľudí to využíva. Prečo? "Zreformovaná" pracovníčka v marketingu, Amy Lockwood, poskytuje zaujímavú odpoveď, ktorá prevracia tradičný model dobročinnosti naruby. (Obsahuje obrázky nevhodné na pracovisko.)
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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Som "zreformovaná" pracovníčka v marketingu
00:17
and I now work in international development.
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a pracujem v oblasti medzinárodného rozvoja.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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V októbri som strávila nejaký čas v Demokratickej republike Kongo (DRK),
00:23
which is the [second] largest country in Africa.
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ktorá je druhou najväčšou krajinou v Afrike.
00:25
In fact, it's as large as Western Europe,
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Prakticky je tak veľká ako Západná Európa,
00:28
but it only has 300 miles of paved roads.
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ale má len 500 kilometrov asfaltových ciest.
00:32
The DRC is a dangerous place.
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Kongo je nebezpečná krajina.
00:34
In the past 10 years, five million people have died
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Za posledných 10 rokov zomrelo päť miliónov ľudí
00:37
due to a war in the east.
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kvôli vojne na východe krajiny.
00:39
But war isn't the only reason
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Avšak vojna nie je jediným dôvodom,
00:41
that life is difficult in the DRC.
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prečo je život v Kongu zložitý.
00:43
There are many health issues as well.
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Taktiež sú to zdravotné problémy.
00:45
In fact, the HIV prevalence rate
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V skutočnosti sa HIV vírus vyskytuje
00:47
is 1.3 percent among adults.
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u 1,3% dospelej populácie.
00:50
This might not sound like a large number,
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Možno to neznie ako vysoké číslo,
00:52
but in a country with 76 million people,
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ale v krajine s populáciou 76 miliónov ľudí,
00:55
it means there are 930,000 that are infected.
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to predstavuje 930 000 nakazených.
00:59
And due to the poor infrastructure,
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A kvôli nedostatočne vyvinutej infraštruktúre,
01:01
only 25 percent of those
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iba 25% nakazených
01:03
are receiving the life-saving drugs that they need.
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prijíma potrebné lieky na záchranu života.
01:06
Which is why, in part,
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A preto, do istej miery,
01:08
donor agencies provide condoms
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darcovské organizácie poskytujú kondómy
01:10
at low or no cost.
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za nízku cenu alebo zadarmo.
01:12
And so while I was in the DRC,
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A tak, keď som bola v Kongu,
01:14
I spent a lot of time talking to people about condoms,
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strávila som veľa času rozprávaním sa s ľudmi o kondómoch
01:16
including Damien.
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vrátane Damiena.
01:18
Damien runs a hotel outside of Kinshasa.
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Damien prevádzkuje hotel na okraji Kinshasy.
01:21
It's a hotel that's only open until midnight,
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Je to hotel, ktorý je otvorený len do polnoci,
01:23
so it's not a place that you stay.
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takže to nie je miesto na prespatie.
01:25
But it is a place where sex workers and their clients come.
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Ale je to miesto, kde sa stretávajú sexuálne pracovníčky so svojími klientami.
01:29
Now Damien knows all about condoms,
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Damien vie všetko o kondómoch,
01:31
but he doesn't sell them.
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ale nepredáva ich.
01:33
He said there's just not in demand.
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Hovoril, že tu proste nie je o ne záujem.
01:35
It's not surprising,
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Nie je to prekvapujúce,
01:37
because only three percent of people in the DRC
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pretože iba tri percentá populácie v DRK
01:39
use condoms.
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používajú kondómy.
01:41
Joseph and Christine,
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Joseph and Christine,
01:43
who run a pharmacy where they sell a number of these condoms,
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ktorí prevádzkujú lekáreň, kde predávajú niekoľko druhov kondómov,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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tvrdia, že napriek tomu, že darcovské organizácie poskytujú kondómy za nízke ceny alebo zadarmo
01:49
and they have marketing campaigns that go along with them,
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a sú sprevádzané predajnými kampaňami,
01:52
their customers don't buy the branded versions.
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ich zákazníci si nekupujú značkové kondómy.
01:55
They like the generics.
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Preferujú neznačkové druhy.
01:57
And as a marketer, I found that curious.
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Ako pracovníčka v marketingu to považujem za zvláštne.
02:00
And so I started to look at what the marketing looked like.
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A tak som sa pozrela na to, ako tento marketing vyzeral.
02:03
And it turns out that there are three main messages
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Ukázalo sa, že sú tri hlavné myšlienky,
02:06
used by the donor agencies for these condoms:
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používané darcovskými organizáciami pre ich kondómy:
02:10
fear, financing and fidelity.
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strach, financovanie a vernosť.
02:14
They name the condoms things like Vive, "to live"
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Pomenovali kondómy s názvami ako Vive - Žiť
02:18
or Trust.
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alebo Dôvera.
02:20
They package it with the red ribbon
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Balia ich s červenou stuhou,
02:22
that reminds us of HIV,
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ktorá pripomína vírus HIV,
02:24
put it in boxes that remind you who paid for them,
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dávajú ich do škatuliek, ktoré pripomínajú, kto ich zaplatil,
02:28
show pictures of your wife or husband
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znázorňujú obrázky manželky alebo manžela
02:30
and tell you to protect them
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a vyzývajú vás, aby ste ich chránili
02:32
or to act prudently.
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alebo aby ste konali uvážlivo.
02:35
Now these are not the kinds of things that someone is thinking about
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Ale to nie sú veci, na ktoré človek myslí,
02:38
just before they go get a condom.
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tesne predtým, ako si ide kúpiť kondóm.
02:40
(Laughter)
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(Smiech)
02:44
What is it that you think about
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Na čo myslíte
02:46
just before you get a condom?
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tesne predtým, ako si idete kúpiť kondóm?
02:48
Sex!
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Sex!
02:51
And the private companies that sell condoms in these places,
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A súkromné spoločnosti, ktoré tu predávajú kondómy,
02:54
they understand this.
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tomu rozumejú.
02:56
Their marketing is slightly different.
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Ich marketing je trochu odlišný.
02:59
The name might not be much different,
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Názov nemusí byť až tak odlišný,
03:01
but the imagery sure is.
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ale obrázky určite áno.
03:03
Some brands are aspirational,
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Niektoré značky majú veľké ambície
03:06
and certainly the packaging is incredibly provocative.
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a ich obaly sú zaiste nesmierne provokatívne.
03:10
And this made me think
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A tak si myslím,
03:12
that perhaps the donor agencies had just missed out
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že darcovské organizácie pravdepodobne prehliadli
03:15
on a key aspect of marketing:
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kľúčový aspekt marketingu:
03:17
understanding who's the audience.
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porozumieť, kto je zákazník.
03:20
And for donor agencies, unfortunately,
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Pre darcovské organizácie, bohužiaľ,
03:23
the audience tends to be
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zákazníkmi sú väčšinou ľudia,
03:25
people that aren't even in the country they're working [in].
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ktorí ani nežijú v krajine, kde organizácie pôsobia.
03:27
It's people back home,
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Sú to ľudia doma,
03:29
people that support their work,
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ľudia, ktorí podporujú ich prácu,
03:31
people like these.
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ľudia ako títo.
03:34
But if what we're really trying to do
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Ale ak je našou snahou
03:36
is stop the spread of HIV,
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zastaviť šírenie vírusu HIV,
03:39
we need to think about the customer,
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musíme myslieť na zákazníka;
03:41
the people whose behavior needs to change --
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to sú ľudia, ktorých chovanie sa musí zmeniť,
03:44
the couples,
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páry,
03:46
the young women, the young men --
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mladé ženy, mladí muži,
03:48
whose lives depend on it.
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ktorých životy na tom závisia.
03:51
And so the lesson is this:
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Ponaučenie je nasledovné:
03:53
it doesn't really matter what you're selling;
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nezáleží, čo v skutočnosti predávame,
03:56
you just have to think about who is your customer,
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v prvom rade musíme myslieť na to, kto je náš zákazník
03:59
and what are the messages
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a ktoré posolstvá
04:01
that are going to get them to change their behavior.
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zmenia ich správanie.
04:03
It might just save their lives.
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Môže im to zachrániť život.
04:05
Thank you.
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Ďakujem.
04:07
(Applause)
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(Potlesk)
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