TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Amy Lockwood: Prodavanje kondoma u Kongu
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HIV je ozbiljan problem u DR Kongu, i agencije za pomoć preplavile su zemlju besplatnim i jeftinim kondomima. No, malo ljudi ih koristi. Zašto? "Reformirana marketingašica" Amy Lockwood nudi iznenađujući odgovor koji pobija tradicionalan model filantropije. (Sadrži slike neadekvatne za radno okruženje.)
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 reformirana marketingašica
00:17
and I now work in international development.
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i trenutno radim na polju međunarodnog razvoja.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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U listopadu sam provela neko vrijeme u Demokratskoj Republici Kongo,
00:23
which is the [second] largest country in Africa.
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koji je druga najveća država u Africi.
00:25
In fact, it's as large as Western Europe,
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Zapravo, velika je poput zapadne Europe,
00:28
but it only has 300 miles of paved roads.
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ali ima samo 500-tinjak kilometara asfaltiranih cesta.
00:32
The DRC is a dangerous place.
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Kongo je opasno mjesto.
00:34
In the past 10 years, five million people have died
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U proteklih 10 godina, pet milijuna 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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teškog života u Kongu.
00:43
There are many health issues as well.
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Isto tako postoje mnogi zdravstveni problemi.
00:45
In fact, the HIV prevalence rate
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Zapravo, stopa učestalosti HIV-a
00:47
is 1.3 percent among adults.
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jest 1,3 posto u odraslih.
00:50
This might not sound like a large number,
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To možda ne izgleda kao velik broj,
00:52
but in a country with 76 million people,
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ali u zemlji sa 76 milijuna ljudi,
00:55
it means there are 930,000 that are infected.
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znači da ima 930.000 onih koji su zaraženi.
00:59
And due to the poor infrastructure,
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A zbog loše infrastrukture,
01:01
only 25 percent of those
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samo 25 posto njih
01:03
are receiving the life-saving drugs that they need.
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dobiva lijekove koji im mogu spasiti život.
01:06
Which is why, in part,
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I zato, djelomično,
01:08
donor agencies provide condoms
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agencije za pomoć nude kondome
01:10
at low or no cost.
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po niskim cijenama ili besplatno.
01:12
And so while I was in the DRC,
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I tako sam, za vrijeme svog boravka u Kongu,
01:14
I spent a lot of time talking to people about condoms,
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provela mnogo vremena razgovarajući s ljudima o kondomima,
01:16
including Damien.
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pa tako i s Damienom.
01:18
Damien runs a hotel outside of Kinshasa.
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Damien vodi hotel pored Kinšase.
01:21
It's a hotel that's only open until midnight,
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To je hotel koji je otvoren samo do ponoći,
01:23
so it's not a place that you stay.
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dakle to nije mjesto gdje ćete odsjesti.
01:25
But it is a place where sex workers and their clients come.
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No, to je mjesto kamo dolaze prostitutke sa svojim klijentima.
01:29
Now Damien knows all about condoms,
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Damien 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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Kaže kako jednostavno nema potražnje.
01:35
It's not surprising,
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To nije iznenađujuće,
01:37
because only three percent of people in the DRC
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jer samo tri posto ljudi u Kongu
01:39
use condoms.
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koristi kondome.
01:41
Joseph and Christine,
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Joseph i Christine,
01:43
who run a pharmacy where they sell a number of these condoms,
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koji vode ljekarnu gdje prodaju različite vrste tih kondoma,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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kažu kako unatoč tome što im agencije za pomoć nude kondome po niskim cijenama ili besplatno,
01:49
and they have marketing campaigns that go along with them,
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i imaju prateće marketinške kampanje,
01:52
their customers don't buy the branded versions.
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njihovi kupci ne kupuju brendirane verzije.
01:55
They like the generics.
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Oni vole generičke.
01:57
And as a marketer, I found that curious.
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Kao marketingaša, to me zaintrigiralo.
02:00
And so I started to look at what the marketing looked like.
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Stoga sam počela promatrati kako im izgleda marketing.
02:03
And it turns out that there are three main messages
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I ispostavilo se kako postoje tri glavne poruke
02:06
used by the donor agencies for these condoms:
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koje agencije za pomoć koriste za te kondome:
02:10
fear, financing and fidelity.
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strah, financiranje i vjernost.
02:14
They name the condoms things like Vive, "to live"
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Kondomima daju nazive poput Vive, "živjeti"
02:18
or Trust.
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ili Trust (povjerenje).
02:20
They package it with the red ribbon
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Pakiraju ih s crvenom vrpcom
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that reminds us of HIV,
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koja nas podjseća na HIV,
02:24
put it in boxes that remind you who paid for them,
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stave ih u kutije koje vas podsjećaju tko ih je platio,
02:28
show pictures of your wife or husband
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prikazuju slike vaše žene ili muža
02:30
and tell you to protect them
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i govore vam da ih zaštitite
02:32
or to act prudently.
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ili da se ponašate pametno.
02:35
Now these are not the kinds of things that someone is thinking about
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To nisu stvari o kojima netko razmišlja
02:38
just before they go get a condom.
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prije nego ode po kondom.
02:40
(Laughter)
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(Smijeh)
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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prije nego odete po kondom?
02:48
Sex!
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O seksu!
02:51
And the private companies that sell condoms in these places,
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A privatne kompanije koje prodaju kondome na tim mjestima,
02:54
they understand this.
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one to shvaćaju.
02:56
Their marketing is slightly different.
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Njihov je marketing malo drugačiji.
02:59
The name might not be much different,
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Ime možda nije mnogo drukčije,
03:01
but the imagery sure is.
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ali slikovni prikazi zasigurno jesu.
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 pakiranje je nevjerojatno provokativno.
03:10
And this made me think
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I to me navelo na pomisao
03:12
that perhaps the donor agencies had just missed out
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kako su agencije za pomoć pogriješile
03:15
on a key aspect of marketing:
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u ključnom aspektu marketinga:
03:17
understanding who's the audience.
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razumijevanju tko je publika.
03:20
And for donor agencies, unfortunately,
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A za agencije za pomoć, nažalost
03:23
the audience tends to be
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publiku sačinjavaju
03:25
people that aren't even in the country they're working [in].
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ljudi koji čak nisu ni u zemlji u kojoj oni posluju.
03:27
It's people back home,
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To su ljudi doma,
03:29
people that support their work,
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ljudi koji podupiru njihov rad,
03:31
people like these.
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ljudi poput ovih.
03:34
But if what we're really trying to do
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Ali ako je ono što zapravo pokušavamo učiniti
03:36
is stop the spread of HIV,
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zaustaviti širenje HIV-a,
03:39
we need to think about the customer,
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moramo misliti na potrošača,
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the people whose behavior needs to change --
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na ljude čije se ponašanje mora promijeniti --
03:44
the couples,
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parove,
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the young women, the young men --
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mlade žene, mlade muškarce --
03:48
whose lives depend on it.
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čiji životi ovise o tome.
03:51
And so the lesson is this:
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Dakle, pouka je sljedeća:
03:53
it doesn't really matter what you're selling;
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nema veze što zapravo prodajete;
03:56
you just have to think about who is your customer,
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morate samo razmišljati tko su vaši potrošači,
03:59
and what are the messages
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i koje su poruke
04:01
that are going to get them to change their behavior.
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koje će ih navesti da promijene svoje ponašanje.
04:03
It might just save their lives.
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To bi im moglo spasiti život.
04:05
Thank you.
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Hvala vam.
04:07
(Applause)
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(Pljesak)
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