TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Amy Lockwood: Menjual kondom di Kongo
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HIV adalah masalah serius di Republik Demokrasi Kongo, dan lembaga bantuan telah membanjiri negara itu dengan kondom murah dan gratis. Namun sedikit orang yang menggunakannya. Mengapa? "Tenaga pemasaran metode baru " Amy Lockwood menawarkan jawaban mengejutkan yang memutarbalikkan model filantropi tradisional. (Beberapa gambar tidak cocok dibuka di tempat kerja.)
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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Saya adalah "tenaga pemasaranan metode baru,"
00:17
and I now work in international development.
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yang kini bekerja dalam pengembangan internasional.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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Di bulan Oktober, saya tinggal beberapa saat di Republik Demokrasi Kongo,
00:23
which is the [second] largest country in Africa.
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negara terbesar kedua di Afrika.
00:25
In fact, it's as large as Western Europe,
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Sebenarnya, luasnya sama dengan Eropa Barat,
00:28
but it only has 300 miles of paved roads.
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namun hanya memiliki 300 mil jalan aspal.
00:32
The DRC is a dangerous place.
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Kongo adalah tempat yang berbahaya.
00:34
In the past 10 years, five million people have died
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Dalam 10 tahun terakhir, 5 juta orang telah tewas
00:37
due to a war in the east.
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dalam peperangan di daerah timur.
00:39
But war isn't the only reason
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Namun perang bukan satu-satunya alasan
00:41
that life is difficult in the DRC.
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akan sulitnya hidup di Kongo.
00:43
There are many health issues as well.
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Ada juga banyak masalah kesehatan.
00:45
In fact, the HIV prevalence rate
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Sebenarnya, persentase penyebaran HIV
00:47
is 1.3 percent among adults.
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adalah 1,3 persen di antara orang dewasa.
00:50
This might not sound like a large number,
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Angka ini tidak terlihat besar
00:52
but in a country with 76 million people,
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namun dengan jumlah penduduk 76 juta orang
00:55
it means there are 930,000 that are infected.
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artinya ada 930.000 orang yang terjangkit HIV.
00:59
And due to the poor infrastructure,
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Dan karena prasarana yang buruk
01:01
only 25 percent of those
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hanya 25 persen dari para penderita itu
01:03
are receiving the life-saving drugs that they need.
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yang mendapat obat-obatan yang diperlukan.
01:06
Which is why, in part,
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Itulah sebagian alasan mengapa
01:08
donor agencies provide condoms
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lembaga donor menyediakan kondom
01:10
at low or no cost.
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dengan murah atau gratis.
01:12
And so while I was in the DRC,
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Sehingga saat saya berada di Kongo
01:14
I spent a lot of time talking to people about condoms,
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saya banyak menghabiskan waktu berbicara tentang kondom,,
01:16
including Damien.
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termasuk kepada Damien.
01:18
Damien runs a hotel outside of Kinshasa.
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Damien mengelola hotel di luar Kinshasa.
01:21
It's a hotel that's only open until midnight,
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Ini adalah hotel yang hanya buka hingga tengah malam,
01:23
so it's not a place that you stay.
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sehingga bukan tempat untuk menginap.
01:25
But it is a place where sex workers and their clients come.
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Namun tempat di mana para tunasusila dan pelanggannya datang.
01:29
Now Damien knows all about condoms,
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Damien tahu tentang kondom
01:31
but he doesn't sell them.
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namun dia tidak menjualnya.
01:33
He said there's just not in demand.
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Dia berkata tidak ada yang memintanya.
01:35
It's not surprising,
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Hal ini tidak mengejutkan
01:37
because only three percent of people in the DRC
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karena hanya 3 persen orang Kongo
01:39
use condoms.
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yang menggunakan kondom.
01:41
Joseph and Christine,
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Joseph dan Christine,
01:43
who run a pharmacy where they sell a number of these condoms,
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pemilik apotek yang menjual beberapa kondom ini,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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berkata walaupun lembaga donor menyediakannya dengan harga murah atau gratis,
01:49
and they have marketing campaigns that go along with them,
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disertai dengan kampanye pemasaran,
01:52
their customers don't buy the branded versions.
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namun pelanggan mereka tidak membeli merk ternama.
01:55
They like the generics.
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Mereka menyukai kondom generik.
01:57
And as a marketer, I found that curious.
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Dan sebagai tenaga pemasaaran, saya merasa heran.
02:00
And so I started to look at what the marketing looked like.
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Lalu saya mulai melihat seperti apa pemasarannya.
02:03
And it turns out that there are three main messages
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Dan ternyata ada tiga pesan utama
02:06
used by the donor agencies for these condoms:
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yang digunakan oleh lembaga donor bagi kondom ini:
02:10
fear, financing and fidelity.
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rasa takut, biaya, dan setia.
02:14
They name the condoms things like Vive, "to live"
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Mereka memberi nama kondom itu dengan Vive, "hidup"
02:18
or Trust.
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atau Trust ("Percaya")
02:20
They package it with the red ribbon
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Mereka mengemasnya dengan pita merah
02:22
that reminds us of HIV,
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yang mengingatkan akan HIV,
02:24
put it in boxes that remind you who paid for them,
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dengan dalam kotak yang menunjukkan siapa yang menyumbangnya
02:28
show pictures of your wife or husband
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menunjukkan foto istri atau suami Anda
02:30
and tell you to protect them
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dan mengajak Anda untuk melindungi mereka
02:32
or to act prudently.
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atau berhati hati.
02:35
Now these are not the kinds of things that someone is thinking about
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Sebenarya ini bukanlah hal-hal yang ingin dipikirkan orang
02:38
just before they go get a condom.
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sebelum mereka membeli kondom.
02:40
(Laughter)
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(Tawa)
02:44
What is it that you think about
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Apa yang Anda pikirkan
02:46
just before you get a condom?
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sebelum membeli 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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Dan perusahaan swasta yang menjual kondom di tempat ini,
02:54
they understand this.
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mengerti akan hal ini.
02:56
Their marketing is slightly different.
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Pemasaran mereka sedikit berbeda.
02:59
The name might not be much different,
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Namanya mungkin tidak jauh berbeda
03:01
but the imagery sure is.
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namun gambarannya sangat berbeda.
03:03
Some brands are aspirational,
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Jadi merk dagangnya sangat aspiratif,
03:06
and certainly the packaging is incredibly provocative.
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dan kemasannya benar-benar provokatif.
03:10
And this made me think
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Hal ini membuat saya berpikir
03:12
that perhaps the donor agencies had just missed out
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mungkin lembaga donor melewatkan
03:15
on a key aspect of marketing:
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aspek kunci dari pemasaran,
03:17
understanding who's the audience.
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memahami siapa yang dituju.
03:20
And for donor agencies, unfortunately,
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Dan sayangnya bagi lembaga donor,
03:23
the audience tends to be
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pelanggan yang dituju cenderung
03:25
people that aren't even in the country they're working [in].
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bukan orang yang tinggal di negara tempat mereka bekerja.
03:27
It's people back home,
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Namun orang-orang di negara asal mereka,
03:29
people that support their work,
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orang-orang yang mendukung tugas mereka,
03:31
people like these.
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orang-orang seperti ini.
03:34
But if what we're really trying to do
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Namun jika kita benar-benar ingin mencoba
03:36
is stop the spread of HIV,
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menghentikan penyebaran HIV
03:39
we need to think about the customer,
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kita harus memikirkan tentang pelanggannya,
03:41
the people whose behavior needs to change --
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orang-orang yang ingin kita ubah perilakunya --
03:44
the couples,
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para pasangan,
03:46
the young women, the young men --
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para pria muda, para wanita muda --
03:48
whose lives depend on it.
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yang hidupnya tergantung pada hal itu.
03:51
And so the lesson is this:
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Lalu pelajaran dari hal ini:
03:53
it doesn't really matter what you're selling;
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tidak peduli apa yang Anda jual
03:56
you just have to think about who is your customer,
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Anda harus berpikir tentang siapa pelanggan Anda
03:59
and what are the messages
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dan pesan apa
04:01
that are going to get them to change their behavior.
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yang ingin kita sampaikan untuk mengubah perilaku mereka.
04:03
It might just save their lives.
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Mungkin hal ini dapat menyelamatkan banyak nyawa.
04:05
Thank you.
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Terima kasih.
04:07
(Applause)
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(Tepuk tangan)
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