TEDxChange
Melinda Gates: What nonprofits can learn from Coca-Cola
Melinda French Gates: Što neprofitne organizacije mogu naučiti od Coca-Cole
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Na TEDxChange, Melinda Gates je izložila provokativni slučaj za neprofitne organizacije koje mogu naučiti nešto od korporacija poput Coca-Cole, čija uključena, globalna mreža prodavača i distributera osigurava da svako udaljeno selo želi -- i dobije -- Colu. Zašto to ne bi funkcioniralo za kondome, sanitaciju, cjepiva također?
Melinda Gates - Philanthropist
Melinda French Gates is co-chair of the Bill & Melinda Gates Foundation, where she puts into practice the idea that every life has equal value. Full bio
Melinda French Gates is co-chair of the Bill & Melinda Gates Foundation, where she puts into practice the idea that every life has equal value. Full bio
Double-click the English transcript below to play the video.
00:15
One of my favorite parts
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Jedan od mojih omiljenih dijelova
00:17
of my job at the Gates Foundation
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posla za Gates fondaciju
00:19
is that I get to travel to the developing world,
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jest što putujem u zemlje u razvoju,
00:21
and I do that quite regularly.
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i to radim prilično redovito.
00:23
And when I meet the mothers
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I kada sretnem majke
00:25
in so many of these remote places,
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u svim tim udaljenim mjestima,
00:27
I'm really struck by the things
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stvarno sam pogođena stvarima
00:29
that we have in common.
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koje su nam zajedničke.
00:31
They want what we want for our children
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One žele za svoju djecu ono što i mi želimo,
00:34
and that is for their children to grow up successful,
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a to je da djeca odrastaju uspješno,
00:37
to be healthy, and to have a successful life.
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da budu zdrava, i da imaju uspješan život.
00:40
But I also see lots of poverty,
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Ali također vidim puno siromaštva,
00:43
and it's quite jarring,
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i to je priličan nesklad,
00:46
both in the scale and the scope of it.
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u obje dimenzije, razmjeru i obuhvatu.
00:48
My first trip in India, I was in a person's home
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Moj prvi put u Indiju, bila sam u jednom domu
00:51
where they had dirt floors, no running water,
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gdje su imali prljave podove, bez tekuće vode,
00:53
no electricity,
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bez struje,
00:55
and that's really what I see all over the world.
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i to je ono što stvarno vidim širom svijeta.
00:58
So in short, I'm startled by all the things
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Dakle ukratko, začuđena sam mnogim stvarima
01:01
that they don't have.
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koje oni nemaju.
01:04
But I am surprised by one thing that they do have:
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Ali iznenađena sam jednom stvari koju imaju:
01:08
Coca-Cola.
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Coca-Cola.
01:10
Coke is everywhere.
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Cola je svugdje.
01:12
In fact, when I travel to the developing world,
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U stvari, kada putujem u zemlje u razvoju,
01:14
Coke feels ubiquitous.
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Cola je sveprisutna.
01:16
And so when I come back from these trips,
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I kada se vratim s tih putovanja,
01:18
and I'm thinking about development,
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i razmišljam o razvoju,
01:20
and I'm flying home and I'm thinking,
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dok letim kući, razmišljam,
01:22
"We're trying to deliver condoms to people or vaccinations,"
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"Pokušavamo dostaviti kondome ljudima ili cjepiva,"
01:25
you know, Coke's success kind of stops and makes you wonder:
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znate, Colin uspjeh vas natjera da zastanete i zamislite se:
01:28
how is it that they can get Coke
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kako to da mogu dobiti Colu
01:30
to these far-flung places?
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u tim udaljenim mjestima?
01:32
If they can do that,
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Ako to mogu,
01:34
why can't governments and NGOs do the same thing?
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zašto vlade i neprofitne organizacije ne mogu učiniti istu stvar?
01:37
And I'm not the first person to ask this question.
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I ja nisam prva osoba koja je postavila to pitanje.
01:40
But I think, as a community,
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Ali mislim, kao zajednica,
01:42
we still have a lot to learn.
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imamo još uvijek jako puno za učiti.
01:45
It's staggering, if you think about Coca-Cola.
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Zapanjujuće je, ako razmislite o Coca-Coli.
01:47
They sell 1.5 billion servings
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Prodaju 1.5 milijarde porcija
01:50
every single day.
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svaki dan.
01:53
That's like every man, woman and child on the planet
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To je kao da svaki muškarac, žena i dijete na Planetu
01:55
having a serving of Coke every week.
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dobiju po jednu porciju Cole svaki tjedan.
01:58
So why does this matter?
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Zašto je to važno?
02:01
Well, if we're going to speed up the progress
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Dakle, ako ćemo ubrzati napredak
02:04
and go even faster
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i ići još brže
02:06
on the set of Millennium Development Goals that we're set as a world,
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vezano uz Milenijske razvojne ciljeve koje smo si postavili kao svijet,
02:09
we need to learn from the innovators,
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moramo učiti od inovatora,
02:11
and those innovators
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i ti inovatori
02:13
come from every single sector.
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dolaze iz svih sektora.
02:16
I feel that, if we can understand
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Mislim da ako možemo razumijeti
02:18
what makes something like Coca-Cola ubiquitous,
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što čini Coca-Colu sveprisutnom,
02:21
we can apply those lessons then for the public good.
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onda možemo aplicirati te lekcije za javno dobro.
02:26
Coke's success is relevant,
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Colin uspjeh je relevantan,
02:28
because if we can analyze it, learn from it,
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jer ako ga možemo analizirati, ako možemo iz njega naučiti,
02:31
then we can save lives.
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onda možemo spasiti živote.
02:33
So that's why I took a bit of time to study Coke.
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I zato sam si uzela malo vremena kako bi proučila Colu.
02:37
And I think there are really three things
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I mislim kako se sve svodi na tri stvari
02:39
we can take away from Coca-Cola.
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koje možemo uzeti od Coca-Cole.
02:41
They take real-time data
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Oni koriste stvarne podatke
02:43
and immediately feed it back into the product.
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i odmah ih ugrađuju u proizvode.
02:46
They tap into local entrepreneurial talent,
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Oni koriste lokalni poduzetnički talent,
02:49
and they do incredible marketing.
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i imaju sjajan marketing.
02:52
So let's start with the data.
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Dakle, započnimo s podacima.
02:55
Now Coke has a very clear bottom line --
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Cola ima jako jasnu donju crtu.
02:57
they report to a set of shareholders, they have to turn a profit.
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Oni izvještavaju nizu dioničara. Oni moraju stvarati profit.
03:00
So they take the data,
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Tako uzmu podatke,
03:02
and they use it to measure progress.
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i koriste ih kako bi mjerili napredak.
03:04
They have this very continuous feedback loop.
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Imaju te stalne petlje povratnih informacija.
03:06
They learn something, they put it back into the product,
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Nauče nešto, i stave to u proizvod,
03:08
they put it back into the market.
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i onda vrate na tržište.
03:10
They have a whole team called "Knowledge and Insight."
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Imaju cijeli tim koji se naziva "Znanje i shvaćanje".
03:12
It's a lot like other consumer companies.
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Slični su drugim kompanijama usmjerenim na kupce.
03:14
So if you're running Namibia for Coca-Cola,
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Dakle ako vodite Coca-Colu u Namibiji
03:16
and you have a 107 constituencies,
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i imate 107 prodajnih mjesta,
03:18
you know where every can versus bottle
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znate gdje je svaka limenka i boca
03:21
of Sprite, Fanta or Coke was sold,
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Spritea, Fante i Cole prodana,
03:23
whether it was a corner store,
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je li to bilo u dućanu na uglu,
03:25
a supermarket or a pushcart.
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supermarketu ili ručnim kolicima.
03:27
So if sales start to drop,
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Ako vam prodaja počne padati,
03:29
then the person can identify the problem
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onda osoba može identificirati problem
03:31
and address the issue.
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i riješiti problem.
03:34
Let's contrast that for a minute to development.
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Usporedimo to, na trenutak, s razvojem.
03:38
In development, the evaluation comes
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U razvoju, evolucija dolazi
03:41
at the very end of the project.
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na samom kraju projekta.
03:44
I've sat in a lot of those meetings,
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Sjedila sam na svim tim sastancima.
03:46
and by then,
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I do tada,
03:48
it is way too late to use the data.
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prekasno je bilo upotrijebiti podatke.
03:51
I had somebody from an NGO
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Imala sam nekoga iz neprofitne organizacije
03:53
once describe it to me as bowling in the dark.
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koji mi je jednom to opisao kao kuglanje u mraku.
03:55
They said, "You roll the ball, you hear some pins go down.
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Kažu, "Zakotrljaš kuglu, čuješ neke čunjeve koji su pali.
03:58
It's dark, you can't see which one goes down until the lights come on,
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Mrak je, ne znaš koji su pali dok se ne upali svijetlo,
04:01
and then you an see your impact."
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i onda tek vidiš svoj utjecaj."
04:04
Real-time data
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Podaci u realnom vremenu
04:06
turns on the lights.
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pale svjetlo.
04:10
So what's the second thing that Coke's good at?
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Dakle, koja je druga stvar u kojoj je Cola dobra?
04:12
They're good at tapping into
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Oni su dobri u pronalaženju
04:14
that local entrepreneurial talent.
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lokalnog poduzetničkog taleta.
04:16
Coke's been in Africa since 1928,
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Cola je u Africi od 1928.,
04:18
but most of the time they couldn't reach the distant markets,
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ali većinu vremena nisu mogli dosegnuti udaljena tržišta,
04:21
because they had a system that was a lot like in the developed world,
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jer su imali sustav koji je sličan razvijenom svijetu,
04:24
which was a large truck rolling down the street.
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koji je poput velikog kamiona koji se kotrlja cestom.
04:27
And in Africa, the remote places,
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A u Africi, blizu udaljenih mjesta,
04:29
it's hard to find a good road.
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teško je pronaći dobru cestu.
04:31
But Coke noticed something --
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Ali Cola je primjetila nešto.
04:33
they noticed that local people were taking the product, buying it in bulk
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Primjetili su kako lokalni ljudi uzimaju proizvod, kupujući ga u gomilama
04:36
and then reselling it in these hard-to-reach places.
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i prodajući ga ponovno u tim udaljenim mjestima.
04:40
And so they took a bit of time to learn about that.
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I tako su si uzeli malo vremena kako bi naučili nešto o tome.
04:42
And they decided in 1990
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I odlučili su 1990.
04:44
that they wanted to start training the local entrepreneurs,
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da žele započeti trenirati lokalne poduzetnike,
04:46
giving them small loans.
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dajući im male kredite.
04:48
They set them up as what they called micro-distribution centers,
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Oni ih organiziraju u takozvanim mikro-distribucijskim centrima.
04:51
and those local entrepreneurs then hire sales people,
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I ti lokalni poduzetnici onda bi unajmili prodavače,
04:54
who go out with bicycles and pushcarts and wheelbarrows
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koji idu vani s biciklima i ručnim kolicima i kolicima
04:57
to sell the product.
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kako bi prodavali proizvod.
04:59
There are now some 3,000 of these centers
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Sada postoji oko 3.000 tih centara
05:01
employing about 15,000 people in Africa.
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koji zapošljavaju 15.000 ljudi u Africi.
05:05
In Tanzania and Uganda,
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U Tanzaniji i Ugandi,
05:07
they represent 90 percent
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oni predstavljaju 90 posto
05:09
of Coke's sales.
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Coline prodaje.
05:13
Let's look at the development side.
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Pokušajmo to sagledati s razvojne strane.
05:15
What is it that governments and NGOs
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Što je to što vlade i neprofitne organizacije
05:17
can learn from Coke?
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mogu naučiti od Cole?
05:19
Governments and NGOs
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Vlade i neprofitne organizacije
05:21
need to tap into that local entrepreneurial talent as well,
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moraju pronaći lokalni poduzetnički talent također,
05:24
because the locals know how to reach
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jer lokalci znaju kako dosegnuti
05:26
the very hard-to-serve places, their neighbors,
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do jako teških mjesta za poslužiti, njihovih susjeda,
05:29
and they know what motivates them to make change.
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i oni znaju što ih motivira za napraviti promjenu.
05:33
I think a great example of this
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Mislim kako sjajan primjer toga
05:35
is Ethiopia's new health extension program.
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je etiopijski novi zdravstveni ekstenzijski program.
05:38
The government noticed in Ethiopia
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Vlada je primjetila kako je u Etiopiji
05:40
that many of the people were so far away from a health clinic,
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mnogo ljudi jako udaljeno od zdravstvenih ustanova,
05:43
they were over a day's travel away from a health clinic.
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trebalo im je preko jednog dana putovanja da bi do njih došli.
05:46
So if you're in an emergency situation -- or if you're a mom about to deliver a baby --
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Ako ste u hitnoj situaciji, ili ako ste mama koja će se uskoro poroditi,
05:49
forget it, to get to the health care center.
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zaboravite, ne možete doći do ustanove za zdravstvenu njegu.
05:52
They decided that wasn't good enough,
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Odlučili su kako to nije dovoljno dobro.
05:54
so they went to India and studied the Indian state of Kerala
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Tako su otišli u Indiju i proučavali indijsku državu Kerala
05:56
that also had a system like this,
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koja je imala također takav sustav,
05:58
and they adapted it for Ethiopia.
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i prilagodili su ga Etiopiji.
06:00
And in 2003, the government of Ethiopia
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I tako je 2003., vlada u Etiopiji
06:02
started this new system in their own country.
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započela s novim sustavom u svojoj zemlji.
06:05
They trained 35,000 health extension workers
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Istrenirali su 35.000 zdravstveno esktenzijskih radnika
06:08
to deliver care directly to the people.
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koji su isporučivali brigu direktno ljudima.
06:11
In just five years,
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U samo pet godina,
06:13
their ratio went from one worker for every 30,000 people
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njihov omjer je otišao od jedog radnika na svakih 30.000 ljudi
06:17
to one worker for every 2,500 people.
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do jednog radnika na 2.500 ljudi.
06:22
Now, think about
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Sada, razmislite o
06:24
how this can change people's lives.
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tome kako to može promijeniti živote ljudi.
06:27
Health extension workers can help with so many things,
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Zdravstveno ekstenzijski radnici mogu pomoći s toliko puno stvari,
06:30
whether it's family planning, prenatal care,
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bilo da se radi o planiranju obitelji, prenatalnoj brizi,
06:33
immunizations for the children,
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cjepivima za djecu,
06:35
or advising the woman to get to the facility on time
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ili savjetovanju žena kako da dođu do ustanova na vrijeme
06:38
for an on-time delivery.
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ne bi li porodile na vrijeme.
06:41
That is having real impact
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To ima stvaran utjecaj
06:43
in a country like Ethiopia,
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na zemlje poput Etiopije,
06:45
and it's why you see their child mortality numbers
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i to je razlog zašto vidite da je njihova stopa mortaliteta djece
06:48
coming down 25 percent
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opala za 25 posto
06:50
from 2000 to 2008.
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od 2000. do 2008.
06:53
In Ethiopia, there are hundreds of thousands of children living
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U Etiopiji, postoji stotine tisuća djece koja žive
06:56
because of this health extension worker program.
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zbog programa zdravstveno ekstenzijskih radnika.
07:00
So what's the next step for Ethiopia?
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Dakle koji je slijedeći korak za Etiopiju?
07:02
Well, they're already starting talk about this.
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Oni već započinju pričati o tome.
07:04
They're starting to talk about, "How do you have the health community workers
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Počinju pričati o, "Kako bi bilo kada bi zdravstveni radnici u tim zajednicama mogli
07:07
generate their own ideas?
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generirati vlastite ideje?
07:09
How do you incent them based on the impact that they're getting
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Kako ih možete potaknuti s obzirom na utjecaj koji imaju
07:11
out in those remote villages?"
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u tim udaljenim selima?"
07:14
That's how you tap into local entrepreneurial talent
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To je način da privučete lokalni poduzetnički talent
07:17
and you unlock people's potential.
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i oslobodite ljudski potencijal.
07:22
The third component of Coke's success
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Treća komponenta Colina uspjeha
07:24
is marketing.
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je marketing.
07:26
Ultimately, Coke's success
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Ultimativno, Colin uspjeh
07:28
depends on one crucial fact
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ovisi o ključnoj činjenici,
07:30
and that is that people want
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a to je da ljudi žele
07:32
a Coca-Cola.
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Coca-Colu.
07:34
Now the reason these micro-entrepreneurs
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Sada, razlog zbog kojeg ti mikro-poduzetnici
07:36
can sell or make a profit
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mogu prodavati ili stvarati profit
07:38
is they have to sell every single bottle in their pushcart or their wheelbarrow.
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jest što moraju prodati svaku bocu u svojim kolicima.
07:41
So, they rely on Coca-Cola
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Tako se oni pouzdaju u Coca-Colu
07:44
in terms of its marketing,
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u smislu marketinga.
07:46
and what's the secret to their marketing?
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A što je tajna njihova marketinga?
07:49
Well, it's aspirational.
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Dakle, to je nada.
07:51
It is associated that product
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Povezana je s njihovim proizvodom
07:53
with a kind of life that people want to live.
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s načinom života koji ljudi žele živjeti.
07:56
So even though it's a global company,
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Dakle, premda se radi o globalnoj kompaniji,
07:58
they take a very local approach.
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oni imaju jako lokalni pristup.
08:01
Coke's global campaign slogan
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Colin globalni promotivni slogan
08:03
is "Open Happiness."
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je "Otvorena sreća".
08:05
But they localize it.
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Ali oni je lokaliziraju.
08:07
And they don't just guess what makes people happy;
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I oni ne pogađaju samo što ljude čini sretnima,
08:09
they go to places like Latin America
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oni idu po mjestima poput Latinske Amerike,
08:11
and they realize that happiness there
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i prepoznaju kako je sreća tamo
08:13
is associated with family life.
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povezana s obiteljskim životom.
08:15
And in South Africa,
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A u Južnoj Africi,
08:17
they associate happiness
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oni povezuju sreću
08:19
with seriti or community respect.
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s [nejasno] i poštivanjem zajednice.
08:23
Now, that played itself out in the World Cup campaign.
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To se vidjelo u njihovoj kampanji za Svjetsko prvenstvo.
08:26
Let's listen to this song that Coke created for it,
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Poslušajmo pjesmu koju je Cola kreirala za to,
08:28
"Wavin' Flag" by a Somali hip hop artist.
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"Mahanje zastavom" od somalijskog hip-hop umjetnika.
08:32
(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫
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(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫
08:35
♫ Oh oh oh oh oh oh oh oh oh oh ♫
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♫ Oh oh oh oh oh oh oh oh oh oh ♫
08:39
♫ Oh oh oh oh oh o-oh ♫
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♫ Oh oh oh oh oh o-oh ♫
08:41
♫ Oh oh oh oh oh oh oh oh o-oh ♫
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♫ Oh oh oh oh oh oh oh oh o-oh ♫
08:45
♫Give you freedom, give you fire♫
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♫ Daje ti slobodu, daje ti vatru ♫
08:48
♫ Give you reason, take you higher ♫
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♫ Daje ti razlog, vodi te više ♫
08:51
♫ See the champions take the field now ♫
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♫ Vidi prvake kako zauzimaju teren sada ♫
08:54
♫ You define us, make us feel proud ♫
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♫ Vi nas definirate, vi nas činite ponosnim ♫
08:58
♫ In the streets our heads are lifted ♫
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♫ Na ulicama naše glave su podignute ♫
09:01
♫ As we lose our inhibition ♫
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♫ Dok gubimo našu inhibiciju ♫
09:04
♫ Celebration, it's around us ♫
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♫ Proslava je oko nas ♫
09:07
♫ Every nation, all around us ♫
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♫ Svaka nacija, sve oko nas ♫
09:11
Melinda French Gates: It feels pretty good, right?
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Melinda French Gates: Osjećate se prilično dobro, točno?
09:13
Well, they didn't stop there --
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Ali oni se nisu tu zaustavili.
09:15
they localized it into 18 different languages.
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Lokalizirali su to na 18 različitih jezika.
09:17
And it went number one on the pop chart
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I to je postala pjesma broj jedan na pop listama
09:19
in 17 countries.
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u 17 zemalja.
09:22
It reminds me of a song that I remember from my childhood,
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Podsjeća me na pjesmu koje se ja sjećam u djetinjstvu,
09:25
"I'd Like to Teach the World to Sing,"
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"Željela bih naučiti svijet pjevati",
09:28
that also went number one on the pop charts.
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to je također postao broj jedan na pop listama.
09:31
Both songs have something in common:
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Obje pjesme imaju nešto zajedničko:
09:34
that same appeal
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taj isti apel
09:36
of celebration and unity.
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slavlja i jedinstva.
09:40
So how does health and development market?
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Što je sa zdravstvom i razvojem tržišta?
09:43
Well, it's based on avoidance,
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Dakle, ono je bazirano na izbjegavanju,
09:46
not aspirations.
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ne aspiraciji.
09:48
I'm sure you've heard some of these messages.
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Sigurna sam kako ste čuli neke od tih poruka.
09:50
"Use a condom, don't get AIDS."
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"Koristi kondome da ne dobiješ SIDA-u."
09:53
"Wash you hands, you might not get diarrhea."
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"Pereš li ruke, možda nećeš dobiti proljev."
09:56
It doesn't sound anything like "Wavin' Flag" to me.
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Meni to ne zvuči poput "Mahanja zastave".
10:01
And I think we make a fundamental mistake --
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I čini mi se kako radimo fundamentalnu grešku,
10:03
we make an assumption,
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pretpostavljamo,
10:05
that we think that, if people need something,
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mislimo, ako ljudima treba nešto,
10:07
we don't have to make them want that.
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ne trebamo ih natjerati da to žele.
10:10
And I think that's a mistake.
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A ja mislim kako je to greška.
10:12
And there's some indications around the world that this is starting to change.
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I postoje neke indikacije u svijetu kako se to počinje mijenjati.
10:15
One example is sanitation.
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Jedan od primjera je sanitacija.
10:18
We know that a million and a half children
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Znamo kako milijun i pol djece
10:20
die a year from diarrhea
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umire svake godine od dijareje
10:22
and a lot of it is because of open defecation.
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i jako puno njih zbog otvorenih mjesta za nuždu.
10:25
But there's a solution: you build a toilet.
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Ali postoji rješenje: izgradite toalet.
10:28
But what we're finding around the world, over and over again,
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Ali ono što pronalazim širom svijeta, iznova i opet,
10:31
is, if you build a toilet and you leave it there,
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jest, ako izgradite toalet i ostavite ga tamo,
10:34
it doesn't get used.
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nitko ga ne upotrebljava.
10:36
People reuse it for a slab for their home.
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Ljudi ga ponovno koriste za ploču za svoje domove.
10:38
They sometimes store grain in it.
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Ponekad skladište žito u njemu.
10:40
I've even seen it used for a chicken coop.
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Vidjela sam kako ga koriste kao kokošinjac.
10:42
(Laughter)
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(Smijeh)
10:44
But what does marketing really entail
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Ali ono što marketing stvarno zahtjeva
10:46
that would make a sanitation solution get a result in diarrhea?
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što bi učinilo da sanitacijska rješenja rezultiraju s dijarejom?
10:49
Well, you work with the community.
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Radite sa zajednicom.
10:51
You start to talk to them about why open defecation
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Počnete s njima pričati kako otvorena mjesta za nuždu
10:53
is something that shouldn't be done in the village,
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nisu nešto što bi se trebalo obavljati u selu,
10:55
and they agree to that.
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i oni se slože s time.
10:57
But then you take the toilet and you position it
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I onda uzmete toalet i pozicionirate ga
11:00
as a modern, trendy convenience.
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kao moderno, trendovsko mjesto.
11:03
One state in Northern India has gone so far
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Jedna država u sjevernoj Indiji je otišla toliko daleko
11:05
as to link toilets to courtship.
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da je povezala toalete s udvaranjem.
11:08
And it works -- look at these headlines.
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I to funkcionira. Pogledajte te naslove.
11:11
(Laughter)
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(Smijeh)
11:15
I'm not kidding.
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Ne šalim se.
11:17
Women are refusing to marry men without toilets.
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Žene odbijaju udati se za muškarce bez toaleta.
11:19
No loo, no "I do."
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Nema zahoda, nema moga "da".
11:22
(Laughter)
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(Smijeh)
11:24
Now, it's not just a funny headline --
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Nije to samo zabavni naslov.
11:27
it's innovative. It's an innovative marketing campaign.
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To je inovativno. To je inovativna marketinška kampanja.
11:30
But more importantly,
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Ali još važnije,
11:32
it saves lives.
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spašava živote.
11:35
Take a look at this --
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Pogledajte ovo.
11:37
this is a room full of young men
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Ovo je soba puna mladih muškaraca
11:39
and my husband, Bill.
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i moj muž Bill.
11:41
And can you guess what the young men are waiting for?
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I možete pogoditi što mladi muškarci čekaju?
11:45
They're waiting to be circumcised.
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Oni čekaju da ih se obreže.
11:48
Can you you believe that?
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Možete li to vjerovati?
11:50
We know that circumcision reduces HIV infection
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Znamo kako obrezivanje smanjuje mogućnost HIV infekcije
11:53
by 60 percent in men.
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60 posto kod muškaraca.
11:55
And when we first heard this result inside the Foundation,
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I kada smo prvi puta čuli taj rezultat u Fondaciji,
11:58
I have to admit, Bill and I were scratching our heads a little bit
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moram priznati, Bill i ja smo se malo počeškali po glavama,
12:00
and we were saying, "But who's going to volunteer for this procedure?"
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i rekli smo, "Ali tko će se dobrovoljno javiti za tu proceduru?"
12:03
But it turns out the men do,
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Ali ispalo je kako se muškarci prijavljuju,
12:05
because they're hearing from their girlfriends
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jer čuju od svojih cura
12:07
that they prefer it,
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kako one to preferiraju,
12:09
and the men also believe it improves their sex life.
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a muškarci također vjeruju kako im to poboljšava seksualni život.
12:13
So if we can start to understand
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Dakle ako možemo započeti shvaćati
12:16
what people really want
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što ljudi stvarno žele
12:18
in health and development,
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u zdravstvu i razvoju,
12:20
we can change communities
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možemo promijeniti zajednice
12:22
and we can change whole nations.
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i možemo promijeniti cijele nacije.
12:26
Well, why is all of this so important?
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Dakle zašto je sve to toliko važno?
12:29
So let's talk about what happens when this all comes together,
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Idemo razgovarati što se događa kada se sve to zbroji,
12:32
when you tie the three things together.
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kada se povežu te tri stvari zajedno.
12:34
And polio, I think, is one of the most powerful examples.
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I polio, mislim, je jedan od najsnažnijih primjera.
12:38
We've seen a 99 percent reduction in polio in 20 years.
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Vidjeli smo 99 postotno smanjenje u poliju u 20 godina.
12:42
So if you look back to 1988,
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Dakle ako pogledate unatrag u 1988.,
12:44
there are about 350,000 cases of polio
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postoji 350.000 slučajeva polija
12:47
on the planet that year.
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na Planetu te godine.
12:49
In 2009, we're down to 1,600 cases.
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U 2009., smanjili smo to na 1.600 slučajeva.
12:52
Well how did that happen?
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Kako se to dogodilo?
12:55
Let's look at a country like India.
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Pogledajmo zemlje poput Indije.
12:57
They have over a billion people in this country,
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Imaju preko milijardu ljudi u toj zemlji,
13:00
but they have 35,000 local doctors
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ali imaju 35.000 lokalnih doktora
13:03
who report paralysis,
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koji izvještavaju o paralizi,
13:05
and clinicians, a huge reporting system in chemists.
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i kliničara, veliki sustav izvještavanja kod kemičara.
13:08
They have two and a half million vaccinators.
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Oni imaju dva i pol milijuna cjepiva.
13:12
But let me make the story a little bit more concrete for you.
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Ali učinimo priču malo konkretnijom za vas.
13:14
Let me tell you the story of Shriram,
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Dozvolite da vam ispričam priču o Shriram,
13:16
an 18 month boy in Bihar,
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18 mjesečnom dječaku u Biharu,
13:18
a northern state in India.
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sjevernoj državi Indije.
13:20
This year on August 8th, he felt paralysis
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Ove godine 08. kolovoza, osjetio je paralizu,
13:23
and on the 13th, his parents took him to the doctor.
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i 13-og, roditelji su ga odveli doktoru.
13:27
On August 14th and 15th, they took a stool sample,
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14. i 15. kolovoza su uzeli uzorak stolice,
13:29
and by the 25th of August,
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i do 25. kolovoza,
13:31
it was confirmed he had Type 1 polio.
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potvrđeno je kako se radi o poliju tipa 1.
13:34
By August 30th, a genetic test was done,
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Do 20. kolovoza, napravljeno je genetsko testiranje,
13:37
and we knew what strain of polio Shriram had.
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i znali smo koja svojstva polija Shriram ima.
13:40
Now it could have come from one of two places.
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To je moglo doći iz jednog ili dva mjesta.
13:42
It could have come from Nepal, just to the north, across the border,
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Moglo je doći iz Nepala, koji je na sjevernoj granici,
13:45
or from Jharkhand, a state just to the south.
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ili iz Jharkhand, države koja se nalazi na jugu.
13:48
Luckily, the genetic testing proved
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Srećom, genetsko testiranje je dokazalo
13:51
that, in fact, this strand came north,
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kako je, u stvari, struja došla sa sjevera,
13:53
because, had it come from the south,
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jer, da je došla s juga,
13:55
it would have had a much wider impact in terms of transmission.
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imala bi puno širi utjecaj u smislu širenja.
13:57
So many more people would have been affected.
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Tako da bi bitno više ljudi bilo zaraženo.
13:59
So what's the endgame?
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Dakle koji je zaključak?
14:01
Well on September 4th, there was a huge mop-up campaign,
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04. rujna, bila je velika kampanja koju smo privodili kraju,
14:04
which is what you do in polio.
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o tome što trebate napraviti kada imate polijo.
14:06
They went out and where Shriram lives,
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Izašli su van i, tamo gdje Shriram živi,
14:08
they vaccinated two million people.
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cijepili su dva milijuna ljudi.
14:10
So in less than a month,
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Dakle u manje od mjesec dana,
14:12
we went from one case of paralysis
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došli smo od jednog slučaja paralize
14:14
to a targeted vaccination program.
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do ciljanog programa cijepljenja.
14:17
And I'm happy to say only one other person in that area got polio.
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I sretna sam što mogu izjaviti kako je još samo jedna osoba u tom području dobila polijo.
14:20
That's how you keep
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To je način kako zadržati
14:22
a huge outbreak from spreading,
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veliku opasnost da se proširi,
14:24
and it shows what can happen
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i pokazuje što se može dogoditi
14:26
when local people have the data in their hands;
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kada lokalni ljudi imaju podatke u svojim rukama;
14:29
they can save lives.
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onda mogu spasiti živote.
14:32
Now one of the challenges in polio, still, is marketing,
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Jedan od najvećih izazova oko polija je, još uvijek, marketing,
14:35
but it might not be what you think.
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ali to nije ono što biste možda mislili.
14:37
It's not the marketing on the ground.
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To nije direktni marketing.
14:39
It's not telling the parents,
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Ne radi se o tome da kažete roditeljima,
14:41
"If you see paralysis, take your child to the doctor
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"Ako vidite paralizu, odvedite svoje dijete doktoru
14:43
or get your child vaccinated."
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ili cjepite se."
14:45
We have a problem with marketing in the donor community.
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Mi imamo problema s marketingom u donatorskoj zajednici.
14:48
The G8 nations have been incredibly generous on polio
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G8 nacije su bile izuzetno velikodušne kada je riječ o poliju
14:50
over the last 20 years,
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u zadnjih 20 godina,
14:52
but we're starting to have something called polio fatigue
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ali sada imamo nešto što se zove zasičenost polijem,
14:55
and that is that the donor nations
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a to je da donatorske nacije
14:57
aren't willing to fund polio any longer.
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nisu spremne više financirati polijo.
14:59
So by next summer, we're sighted to run out of money on polio.
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Tako ćemo do slijedećeg ljeta, ostati bez novca za polijo.
15:02
So we are 99 percent
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Sada smo na 99 posto
15:05
of the way there on this goal
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ostvarenja cilja,
15:07
and we're about to run short of money.
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i ostati ćemo bez novca.
15:10
And I think that if the marketing were more aspirational,
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I mislim kada bi naš marketing bio više aspiracijski,
15:13
if we could focus as a community
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kada bi se mogli fokusirati na zajednicu
15:15
on how far we've come
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na to koliko daleko smo došli
15:17
and how amazing it would be
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i koliko bi sjajno bilo
15:19
to eradicate this disease,
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izbrisati tu bolest,
15:21
we could put polio fatigue
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mogli bi zasičenost polijem
15:23
and polio behind us.
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i polijo staviti iza nas.
15:25
And if we could do that,
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I kada bismo to mogli napraviti,
15:27
we could stop vaccinating everybody, worldwide,
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mogli bi prestati cijepiti sve, širom svijeta,
15:29
in all of our countries for polio.
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u svim zemljama gdje postoji opasnost od polija.
15:32
And it would only be the second disease ever
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I to bi bila druga bolest u povijesti
15:34
wiped off the face of the planet.
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koja bi bila obrisana s lica planeta.
15:37
And we are so close.
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A mi smo tako blizu.
15:39
And this victory is so possible.
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I pobjeda je tako moguća.
15:43
So if Coke's marketers came to me
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Dakle ako bi Colini marketingaši došli do mene
15:46
and asked me to define happiness,
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i pitali me da definiram sreću,
15:50
I'd say my vision of happiness
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rekla bih kako je moja vizija sreće
15:52
is a mother holding healthy baby
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da majka drži zdravo dijete
15:55
in her arms.
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u svom naručju.
15:57
To me, that is deep happiness.
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Za mene to je duboka sreća.
16:02
And so if we can learn lessons from the innovators in every sector,
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I ako možemo naučiti lekcije od inovatora u svakom sektoru,
16:05
then in the future we make together,
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onda u budućnosti koju gradimo zajedno,
16:08
that happiness
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ta sreća
16:10
can be just as ubiquitous
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može biti toliko sveprisutna
16:12
as Coca-Cola.
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kao i Coca-Cola.
16:14
Thank you.
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Hvala vam.
16:16
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Melinda Gates - PhilanthropistMelinda French Gates is co-chair of the Bill & Melinda Gates Foundation, where she puts into practice the idea that every life has equal value.
Why you should listen
The Bill & Melinda Gates Foundation works to help all people lead healthy, productive lives. As co-chair, Melinda French Gates helps shape and approve strategies, review results, advocate for foundation issues and set the overall direction. In developing countries, the foundation focuses on improving people's health with vaccines and other life-saving tools and giving them a chance to lift themselves out of hunger and extreme poverty. In the United States, it seeks to dramatically improve education so that all young people have the opportunity to reach their full potential. Based in Seattle, Washington, the foundation is led by CEO Jeff Raikes and co-chair William H. Gates Sr., under the direction of Bill Gates, Melinda Gates and Warren Buffett.
In recent years, Melinda French Gates has become a vocal advocate for access to contraception, advancing the idea that empowering women to decide whether and when to have children can have transformational effects on societies. In 2012, Gates spearheaded the London Summit on Family Planning, with the goal of delivering contraceptives to 120 million women in developing countries by 2020. When asked why she got involved in this issue, Gates said, "We knew that 210 million women were saying they wanted access to the contraceptives we have here in the United States and we weren't providing them because of political controversy in our country. To me, that was just a crime. I kept looking around trying to find the person to get this back on the global stage. I realized I just had to do it."
Melinda Gates | Speaker | TED.com