TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Amy Lockwood: vendre condons al Congo
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El VIH és un greu problema a la República Democràtica del Congo i les organitzacions humanitàries han omplert el país de condons barats i de franc. Però gairebé ningú no els fa servir. Per què? L'Amy Lockwood, renegada experta en màrqueting, ens dóna una resposta sorprenent que desafia el concepte tradicional de filantropia. (Algunes de les imatges no són recomenades per ser visualitzades al lloc de treball).
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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He renegat del màrqueting,
00:17
and I now work in international development.
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ara treballo pel desenvolupament internacional.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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A l'octubre vaig estar a la República Democràtica del Congo,
00:23
which is the [second] largest country in Africa.
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el (segon) país més gran de l'Àfrica.
00:25
In fact, it's as large as Western Europe,
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És tan gran com l'Europa Occidental
00:28
but it only has 300 miles of paved roads.
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i només 300 milles estan pavimentades.
00:32
The DRC is a dangerous place.
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La RDC és un lloc perillós.
00:34
In the past 10 years, five million people have died
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Els últims 10 anys, han mort 5 milions de persones
00:37
due to a war in the east.
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en una guerra de l'est.
00:39
But war isn't the only reason
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Però la guerra no és l'única
00:41
that life is difficult in the DRC.
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cosa que hi fa difícil viure.
00:43
There are many health issues as well.
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Hi ha molts problemes sanitaris.
00:45
In fact, the HIV prevalence rate
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De fet, el predomini de la sida
00:47
is 1.3 percent among adults.
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és de 1,3 % entre els adults.
00:50
This might not sound like a large number,
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Potser no sembla una xifra gaire alta,
00:52
but in a country with 76 million people,
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però en un país de 76 milions de persones,
00:55
it means there are 930,000 that are infected.
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vol dir que 930.000 estan infectades.
00:59
And due to the poor infrastructure,
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La infraestructura és tan deficient
01:01
only 25 percent of those
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que només el 25 %
01:03
are receiving the life-saving drugs that they need.
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rep els medicaments que necessita per salvar la vida.
01:06
Which is why, in part,
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En part per això
01:08
donor agencies provide condoms
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les organitzacions donen condons
01:10
at low or no cost.
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per molt poc o de franc.
01:12
And so while I was in the DRC,
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Quan jo estava a la RDC
01:14
I spent a lot of time talking to people about condoms,
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vaig estar parlant molt sobre els condons amb gent
01:16
including Damien.
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com el Damien.
01:18
Damien runs a hotel outside of Kinshasa.
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El Damien té un hotel prop de Kinshasa
01:21
It's a hotel that's only open until midnight,
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que només obre fins la mitjanit,
01:23
so it's not a place that you stay.
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no t'hi pots quedar a dormir.
01:25
But it is a place where sex workers and their clients come.
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És on van els treballadors del sexe amb els seus clients.
01:29
Now Damien knows all about condoms,
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El Damien ho sap tot sobre els condons,
01:31
but he doesn't sell them.
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però no en ven.
01:33
He said there's just not in demand.
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Diu que no n'hi ha demanda.
01:35
It's not surprising,
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Normal,
01:37
because only three percent of people in the DRC
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perquè només el 3 % de la població
01:39
use condoms.
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en fa servir.
01:41
Joseph and Christine,
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En Joseph i la Christine,
01:43
who run a pharmacy where they sell a number of these condoms,
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que tenen una farmàcia on venen alguns d'aquests condons,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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diuen que encara que les organitzacions els regalin
01:49
and they have marketing campaigns that go along with them,
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i els acompanyin amb publicitat,
01:52
their customers don't buy the branded versions.
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els seus clients no en volen de marca.
01:55
They like the generics.
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Volen genèrics.
01:57
And as a marketer, I found that curious.
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Com a publicista, ho vaig trobar curiós.
02:00
And so I started to look at what the marketing looked like.
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I em vaig començar a fixar en la publicitat.
02:03
And it turns out that there are three main messages
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Resulta que les organitzacions fan servir tres
02:06
used by the donor agencies for these condoms:
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missatges principals per vendre els condons:
02:10
fear, financing and fidelity.
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la por, el finançament i la fidelitat.
02:14
They name the condoms things like Vive, "to live"
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Posen noms als condons com Vive, "viure",
02:18
or Trust.
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o "Confia".
02:20
They package it with the red ribbon
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Els emboliquen amb el llacet vermell
02:22
that reminds us of HIV,
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que ens recorda a la sida,
02:24
put it in boxes that remind you who paid for them,
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en capses que ens recorden qui els finança,
02:28
show pictures of your wife or husband
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amb fotos de la teva dona o el teu marit
02:30
and tell you to protect them
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dient que els protegeixis
02:32
or to act prudently.
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o siguis prudent.
02:35
Now these are not the kinds of things that someone is thinking about
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Aquest no és el tipus de coses en què un està pensant
02:38
just before they go get a condom.
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quan necessita un condó.
02:40
(Laughter)
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(Rialles)
02:44
What is it that you think about
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I en què esteu pensant
02:46
just before you get a condom?
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quan necessiteu un condó?
02:48
Sex!
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En sexe!
02:51
And the private companies that sell condoms in these places,
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I les empreses privades que venen condons en llocs així
02:54
they understand this.
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ho saben.
02:56
Their marketing is slightly different.
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La seva publicitat és diferent.
02:59
The name might not be much different,
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Els noms potser no tant,
03:01
but the imagery sure is.
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però l'imaginari sí.
03:03
Some brands are aspirational,
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Algunes són ambicioses
03:06
and certainly the packaging is incredibly provocative.
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i no cal dir que fan envasos molt provocatius.
03:10
And this made me think
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Això em va fer pensar
03:12
that perhaps the donor agencies had just missed out
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que les organitzacions havien passat per alt
03:15
on a key aspect of marketing:
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una clau del màrqueting:
03:17
understanding who's the audience.
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conèixer el públic objectiu.
03:20
And for donor agencies, unfortunately,
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I per desgràcia, el seu públic
03:23
the audience tends to be
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acostuma a ser
03:25
people that aren't even in the country they're working [in].
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gent que ni tan sols es troba al país on treballa.
03:27
It's people back home,
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Gent que torna a casa,
03:29
people that support their work,
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gent a favor de la seva feina,
03:31
people like these.
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gent així.
03:34
But if what we're really trying to do
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Però si el que estem intentant és
03:36
is stop the spread of HIV,
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aturar el contagi de la sida,
03:39
we need to think about the customer,
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hem de pensar en els clients,
03:41
the people whose behavior needs to change --
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la gent amb actituds que cal canviar:
03:44
the couples,
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les parelles,
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the young women, the young men --
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les noies, els nois...
03:48
whose lives depend on it.
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les vides dels quals en depenen.
03:51
And so the lesson is this:
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Aixì doncs, la lliçó és:
03:53
it doesn't really matter what you're selling;
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l'important no és el que vens,
03:56
you just have to think about who is your customer,
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sinó que has de pensar a qui li vens
03:59
and what are the messages
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i quins missatges
04:01
that are going to get them to change their behavior.
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el faran canviar d'actitud.
04:03
It might just save their lives.
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Podries salvar les seves vides.
04:05
Thank you.
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Gràcies.
04:07
(Applause)
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(Aplaudiment)
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