TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Ejmi Lokvud: Prodavanje kondoma u Kongu
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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.)
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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Ja sam reformisani marketer,
00:17
and I now work in international development.
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i sada radim u međunarodnom razvoju.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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U oktobru sam provela neko vreme u Demokratskoj Republici Kongo,
00:23
which is the [second] largest country in Africa.
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koja je (druga) najveća zemlja u Africi.
00:25
In fact, it's as large as Western Europe,
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U stvari, velika je kao Zapadna Evropa,
00:28
but it only has 300 miles of paved roads.
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ali ima samo 483 km asfaltiranog puta.
00:32
The DRC is a dangerous place.
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DRK je opasno mesto.
00:34
In the past 10 years, five million people have died
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U poslednjih 10 godina, 5 miliona ljudi je umrlo
00:37
due to a war in the east.
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zbog rata na istoku.
00:39
But war isn't the only reason
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Ali rat nije jedini razlog
00:41
that life is difficult in the DRC.
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što je život težak u DRK.
00:43
There are many health issues as well.
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Takođe postoje dosta zdravstvenih problema.
00:45
In fact, the HIV prevalence rate
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Ustvari, stopa rasprostranjenosti HIV-a
00:47
is 1.3 percent among adults.
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je 1.3 procenta kod odraslih.
00:50
This might not sound like a large number,
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Ovo možda ne zvuči kao veliki broj,
00:52
but in a country with 76 million people,
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ali u zemlji sa 76 miliona ljudi,
00:55
it means there are 930,000 that are infected.
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to znači da su 930 000 inficirani.
00:59
And due to the poor infrastructure,
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I zbog loše infrastukrure,
01:01
only 25 percent of those
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samo 25 procenta njih
01:03
are receiving the life-saving drugs that they need.
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prima lekove koje im spašavaju život.
01:06
Which is why, in part,
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I zato, delom,
01:08
donor agencies provide condoms
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donatorske agencije obezbeđuju kondome
01:10
at low or no cost.
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po maloj ili nikakvoj ceni.
01:12
And so while I was in the DRC,
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I dok sam bila u DRK,
01:14
I spent a lot of time talking to people about condoms,
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provela sam dosta vremena pričajući s ljudima o kondomima,
01:16
including Damien.
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uključujući i Damijena.
01:18
Damien runs a hotel outside of Kinshasa.
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Damijen vodi hotel van Kinshase.
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It's a hotel that's only open until midnight,
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To je hotel koji je otvoren do ponoći,
01:23
so it's not a place that you stay.
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tako da to nije mesto na kojem možete da prenoćite.
01:25
But it is a place where sex workers and their clients come.
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Ali to je mesto gde seks-radnici i njihovi klijenti dolaze.
01:29
Now Damien knows all about condoms,
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Sada, Demijen zna sve o kondomima,
01:31
but he doesn't sell them.
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ali ih ne prodaje.
01:33
He said there's just not in demand.
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Rekao je da jednostavno nema potražnje.
01:35
It's not surprising,
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I ne iznenađuje,
01:37
because only three percent of people in the DRC
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jer samo 3 procenta ljudi u DRK
01:39
use condoms.
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koriste kondome.
01:41
Joseph and Christine,
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Džozef i Kristin,
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who run a pharmacy where they sell a number of these condoms,
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koji vode apoteku gde prodaju dosta ovih kondoma,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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su rekli iako ih donorske agencije obezbeđuju po maloj ili nikakvoj ceni,
01:49
and they have marketing campaigns that go along with them,
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i imaju marketinške kampanje koje idu uz njih,
01:52
their customers don't buy the branded versions.
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njihovi kupci ne kupuju markirane verzije.
01:55
They like the generics.
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Oni vole obične.
01:57
And as a marketer, I found that curious.
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I kao marketer, to mi je bilo zanimljivo.
02:00
And so I started to look at what the marketing looked like.
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I počela sam da gledam kako je marketing izgledao.
02:03
And it turns out that there are three main messages
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I ispada da postoje 3 glavne poruke
02:06
used by the donor agencies for these condoms:
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koje donorske agencije koriste za ove kondome:
02:10
fear, financing and fidelity.
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strah, finansiranje i vernost.
02:14
They name the condoms things like Vive, "to live"
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Imaju kondome kao što su Vive, "živeti"
02:18
or Trust.
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ili Trust (verovati).
02:20
They package it with the red ribbon
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Pakuju ih sa crvenom trakom
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that reminds us of HIV,
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koja nas podseća na HIV,
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put it in boxes that remind you who paid for them,
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stavljaju ih u kutije koje vas podsećaju ko ih je platio,
02:28
show pictures of your wife or husband
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stavljaju slike vaše žene ili muža
02:30
and tell you to protect them
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i kažu vam da ih zaštitite
02:32
or to act prudently.
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ili da se pristojno ponašate.
02:35
Now these are not the kinds of things that someone is thinking about
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Sada, ovo nisu stvari o kojima neko razmišlja
02:38
just before they go get a condom.
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pre nego što odu da kupe kondom.
02:40
(Laughter)
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(Smeh)
02:44
What is it that you think about
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O čemu razmišljate
02:46
just before you get a condom?
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pre nego što kupite kondom?
02:48
Sex!
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Seks!
02:51
And the private companies that sell condoms in these places,
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I privatne kompanije koje prodaju kondome na ovim mestima,
02:54
they understand this.
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razumeju ovo.
02:56
Their marketing is slightly different.
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Njihova reklama je malo drugačija.
02:59
The name might not be much different,
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Ime se možda ne razlikuje mnogo,
03:01
but the imagery sure is.
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ali slika se dosta razlikuje.
03:03
Some brands are aspirational,
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Neke marke su ambiciozne,
03:06
and certainly the packaging is incredibly provocative.
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i pakovanje je sigurno neverovatno provokativno.
03:10
And this made me think
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I ovo me nateralo da mislim
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that perhaps the donor agencies had just missed out
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da su možda donorske agencije promašile
03:15
on a key aspect of marketing:
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ključni aspekt marketinga:
03:17
understanding who's the audience.
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razumevanje ko je publika.
03:20
And for donor agencies, unfortunately,
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I za donorske agencije, nažalost,
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the audience tends to be
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publika teži da bude sastavljena od
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people that aren't even in the country they're working [in].
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ljudi koji nisu ni u zemlji u kojoj rade.
03:27
It's people back home,
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To su ljudi kod kuće,
03:29
people that support their work,
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ljudi koji podržavaju njihov posao,
03:31
people like these.
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ljudi kao ovi.
03:34
But if what we're really trying to do
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Ali ako stvarno pokušavamo
03:36
is stop the spread of HIV,
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da zaustavimo širenje HIV-a,
03:39
we need to think about the customer,
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moramo da mislimo o potrošačima,
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the people whose behavior needs to change --
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ljudima čije ponašanje mora da se promeni --
03:44
the couples,
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parovima,
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the young women, the young men --
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mladim ženama, mladim muškarcima --
03:48
whose lives depend on it.
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čiji životi zavise od toga.
03:51
And so the lesson is this:
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Tako da je lekcija ova:
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it doesn't really matter what you're selling;
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nije bitno šta prodajete,
03:56
you just have to think about who is your customer,
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samo morate da razmislite ko su vaši potrošači,
03:59
and what are the messages
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i koje će poruke
04:01
that are going to get them to change their behavior.
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da ih nateraju da promene ponašanje.
04:03
It might just save their lives.
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Možda će to da im spasi živote.
04:05
Thank you.
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Hvala vam.
04:07
(Applause)
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(Aplauz)
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