ABOUT THE SPEAKER
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.

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.

More profile about the speaker
Amy Lockwood | Speaker | TED.com
TEDGlobal 2011

Amy Lockwood: Selling condoms in the Congo

Amy Lockwood: Vendendo camisinhas no Congo

Filmed:
923,043 views

O HIV é um problema grave na República Democrática do Congo e agências de ajuda humanitária inundaram o país com preservativos masculinos gratuitos ou baratos. Todavia, poucas pessoas os estão usando. Por quê? A "Publicitária Reformada”, Amy Lockwood, oferece uma resposta surpreendente que derruba o modelo filantrópico tradicional. (Algumas imagens são 'NSFW' ou impróprias).
- 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

Double-click the English transcript below to play the video.

00:15
I am a reformed marketer,
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Sou uma publicitária reformada,
00:17
and I now work in international development.
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e agora trabalho em desenvolvimento internacional.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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Em outubro, eu passei uma temporada na República Democrática do Congo,
00:23
which is the [second] largest country in Africa.
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o segundo maior país na África.
00:25
In fact, it's as large as Western Europe,
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De fato, ele é tão vasto quanto a Europa Ocidental,
00:28
but it only has 300 miles of paved roads.
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mas somente com 500 km de estradas asfaltadas.
00:32
The DRC is a dangerous place.
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O Congo é um lugar perigoso.
00:34
In the past 10 years, five million people have died
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Nos últimos 10 anos, 5 milhões de pessoas morreram
00:37
due to a war in the east.
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devido à guerra no leste.
00:39
But war isn't the only reason
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Mas guerra não é o único motivo
00:41
that life is difficult in the DRC.
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da vida ser difícil no Congo.
00:43
There are many health issues as well.
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Há muitos problemas de saúde também.
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In fact, the HIV prevalence rate
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De fato, a taxa de prevalência do HIV
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is 1.3 percent among adults.
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é de 1,3% entre adultos.
00:50
This might not sound like a large number,
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Isto pode parecer não ser um grande número,
00:52
but in a country with 76 million people,
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mas em um país com 76 milhões de pessoas,
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it means there are 930,000 that are infected.
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isso significa que 930.000 estão infectados.
00:59
And due to the poor infrastructure,
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E devido à fraca infraestrutura,
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only 25 percent of those
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apenas 25% dessas pessoas
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are receiving the life-saving drugs that they need.
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recebem remédios que precisam para salvar suas vidas.
01:06
Which is why, in part,
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É por isso, em parte
01:08
donor agencies provide condoms
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que agências de ajuda fornecem camisinhas
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at low or no cost.
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a baixo custo ou de graça.
01:12
And so while I was in the DRC,
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Então, quando eu estava no Congo
01:14
I spent a lot of time talking to people about condoms,
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passei horas conversando com as pessoas sobre camisinhas,
01:16
including Damien.
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inclusive com Damien.
01:18
Damien runs a hotel outside of Kinshasa.
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Damien gerencia um hotel perto de Kinshasa.
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It's a hotel that's only open until midnight,
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É um hotel que abre só até a meia noite,
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so it's not a place that you stay.
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assim não é um lugar que se possa ficar.
01:25
But it is a place where sex workers and their clients come.
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Mas é um lugar para profissionais do sexo e seus clientes.
01:29
Now Damien knows all about condoms,
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Agora, Damien sabe tudo sobre camisinhas,
01:31
but he doesn't sell them.
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mas não as vende.
01:33
He said there's just not in demand.
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Ele disse que não existe demanda.
01:35
It's not surprising,
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Isto não é surpreendente,
01:37
because only three percent of people in the DRC
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porque apenas 3% das pessoas no Congo
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use condoms.
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usam camisinhas.
01:41
Joseph and Christine,
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Joseph e Christine,
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who run a pharmacy where they sell a number of these condoms,
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os gerentes de uma farmácia que vende alguns desses preservativos,
01:45
said despite the fact that donor agencies provide them at low or no cost,
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disseram que apesar das agências de ajuda os fornecerem a baixo custo ou de graça –
01:49
and they have marketing campaigns that go along with them,
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e eles têm campanhas publicitárias que vem com eles –
01:52
their customers don't buy the branded versions.
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seus clientes não compram as versões de marca.
01:55
They like the generics.
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Eles gostam dos genéricos.
01:57
And as a marketer, I found that curious.
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E como publicitária eu achei isso estranho.
02:00
And so I started to look at what the marketing looked like.
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E então eu comecei a observar como a publicidade funcionava.
02:03
And it turns out that there are three main messages
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E o que acontece é que há três mensagens principais
02:06
used by the donor agencies for these condoms:
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que as agências de ajuda usam para os preservativos:
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fear, financing and fidelity.
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medo, financiamento e fidelidade.
02:14
They name the condoms things like Vive, "to live"
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Os preservativos tem nomes como Vive, “viver”
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or Trust.
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ou Confiar.
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They package it with the red ribbon
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Eles usam embalagens com fita vermelha
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that reminds us of HIV,
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o que nos faz lembrar de HIV,
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put it in boxes that remind you who paid for them,
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os colocam em caixas que lhe faz lembrar quem financiou,
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show pictures of your wife or husband
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mostram fotos da sua mulher ou marido
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and tell you to protect them
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e dizem que você deve protegê-los
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or to act prudently.
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ou pedir prudentemente.
02:35
Now these are not the kinds of things that someone is thinking about
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Agora, isso não é o tipo de coisa que ficamos pensando
02:38
just before they go get a condom.
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pouco antes de usar uma camisinha.
02:40
(Laughter)
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(Risadas)
02:44
What is it that you think about
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O que está no nosso pensamento
02:46
just before you get a condom?
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um pouco antes de pegarmos uma camisinha?
02:48
Sex!
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Sexo!
02:51
And the private companies that sell condoms in these places,
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E as empresas privadas que vendem camisinhas nesses lugares,
02:54
they understand this.
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entendem isto.
02:56
Their marketing is slightly different.
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A publicidade deles é um pouco diferente.
02:59
The name might not be much different,
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O nome pode não parecer muito diferente,
03:01
but the imagery sure is.
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mas, com certeza, a imagem é.
03:03
Some brands are aspirational,
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Então, marcas são aspirações,
03:06
and certainly the packaging is incredibly provocative.
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e, certamente, a embalagem é incrivelmente provocante.
03:10
And this made me think
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E isto me deixa pensando
03:12
that perhaps the donor agencies had just missed out
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que talvez as agências de ajuda tenham falhado
03:15
on a key aspect of marketing:
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em um elemento chave da publicidade:
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understanding who's the audience.
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compreender quem é o público.
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And for donor agencies, unfortunately,
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E para as agências de ajuda, infelizmente,
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the audience tends to be
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o público tende a ser
03:25
people that aren't even in the country they're working [in].
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pessoas que nem estão no país onde eles trabalham.
03:27
It's people back home,
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São as pessoas do país,
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people that support their work,
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pessoas que apoiam o projeto deles,
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people like these.
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pessoas como essas.
03:34
But if what we're really trying to do
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Mas, se o que estamos realmente tentando fazer
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is stop the spread of HIV,
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é parar a propagação do HIV,
03:39
we need to think about the customer,
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precisamos pensar no cliente,
03:41
the people whose behavior needs to change --
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as pessoas cujo comportamento precisa mudar –
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the couples,
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os casais,
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the young women, the young men --
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as jovens, os jovens
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whose lives depend on it.
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cujas vidas dependem disso.
03:51
And so the lesson is this:
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E assim aqui está a lição:
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it doesn't really matter what you're selling;
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não importa o que você está vendendo;
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you just have to think about who is your customer,
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você apenas precisa pensar em quem é o seu cliente,
03:59
and what are the messages
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e quais são as mensagens
04:01
that are going to get them to change their behavior.
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que vão fazê-los mudar de comportamento.
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It might just save their lives.
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Isto poderá salvar suas vidas.
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Thank you.
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Obrigada.
04:07
(Applause)
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(Aplausos)
Translated by Nadja Nathan
Reviewed by Rafael Eufrasio

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ABOUT THE SPEAKER
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.

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.

More profile about the speaker
Amy Lockwood | Speaker | TED.com