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: Prodajanje kondomov v Kongu

Filmed:
923,043 views

Virus HIV je resen problem v Demokratični republiki Kongo in razvojne agencije so državo preplavile z brezplačnimi in poceni kondomi. Vendar jih uporablja le malo ljudi. Zakaj? "Reformirana trgovka" Amy Lockwood ponudi presenetljiv odgovor, ki obrača tradicionalni model filantropije na glavo. (Nekaj fotografij.)
- 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 reformedreformirati marketertrženje,
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Sem reformirana trgovka
00:17
and I now work in internationalmednarodni developmentrazvoj.
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in sedaj delam v mednarodnem razvoju.
00:20
In OctoberOktobra, I spentpreživel some time in the DemocraticDemokratična RepublicRepublike of CongoKongo,
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Oktobra sem nekaj časa preživela v Demokratični republiki Kongo,
00:23
whichki is the [seconddrugič] largestnajvečji countrydržava in AfricaAfrika.
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ki je druga največja afriška država.
00:25
In factdejstvo, it's as largevelik as WesternWestern EuropeEvropi,
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Pravzaprav je tako velika kot Zahodna Evropa,
00:28
but it only has 300 milesmilje of pavedtlakovane roadsceste.
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ima pa le 300 milj asfaltiranih cest.
00:32
The DRCDRK is a dangerousnevarno placemesto.
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DR Kongo je nevaren kraj.
00:34
In the pastpreteklost 10 yearslet, fivepet millionmilijonov people have diedumrl
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V zadnjih desetih letih je pet milijonov ljudi umrlo
00:37
duedolžan to a warvojna in the eastvzhodno.
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zaradi vojne na vzhodu.
00:39
But warvojna isn't the only reasonrazlog
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Vendar vojna ni edini razlog za to,
00:41
that life is difficulttežko in the DRCDRK.
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da je življenje v Kongu težko.
00:43
There are manyveliko healthzdravje issuesvprašanja as well.
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Obstaja tudi veliko težav, povezanih z zdravjem.
00:45
In factdejstvo, the HIVHIV prevalencerazširjenost rateoceniti
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Delež okuženih z virusom HIV denimo,
00:47
is 1.3 percentodstotkov amongmed adultsodrasli.
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je med odraslimi 1,3 odstotka.
00:50
This mightmorda not soundzvok like a largevelik numberštevilka,
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To se morda ne sliši veliko,
00:52
but in a countrydržava with 76 millionmilijonov people,
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vendar za državo s 76 milijoni prebivalcev
00:55
it meanssredstva there are 930,000 that are infectedokuženih.
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pomeni, da je okuženih 930.000 ljudi.
00:59
And duedolžan to the poorslabo infrastructureinfrastrukture,
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In zaradi slabe infrastrukture
01:01
only 25 percentodstotkov of those
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samo 25 odstotkov okuženih
01:03
are receivingsprejema the life-savingreševanje življenj drugsdroge that they need.
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dobiva zdravila, ki jih potrebujejo za življenje.
01:06
WhichKi is why, in partdel,
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Deloma zaradi tega
01:08
donordonatorjev agenciesagencije providezagotoviti condomskondomi
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donatorske agencije dajejo na razpolago kondome
01:10
at lownizka or no coststroški.
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po nizki ceni ali zastonj.
01:12
And so while I was in the DRCDRK,
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In ko sem bila v Kongu,
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I spentpreživel a lot of time talkinggovoriti to people about condomskondomi,
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sem se o kondomih veliko pogovarjala z ljudmi,
01:16
includingvključno z DamienDamien.
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tudi z Damienom.
01:18
DamienDamien runsteče a hotelhotel outsidezunaj of KinshasaKinshasa.
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Damien vodi hotel izven Kinšase.
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It's a hotelhotel that's only openodprto untildo midnightpolnoči,
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Hotel je odprt samo do polnoči,
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so it's not a placemesto that you stayostani.
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torej ni kraj, kjer bi človek prespal.
01:25
But it is a placemesto where sexseks workersdelavce and theirnjihovi clientsstranke come.
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Je pa kraj, kamor prihajajo spolne delavke in njihove stranke.
01:29
Now DamienDamien knowsve all about condomskondomi,
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Damien ve vse o kondomih,
01:31
but he doesn't sellprodati them.
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a jih ne prodaja.
01:33
He said there's just not in demandpovpraševanje.
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Pravi, da preprosto ni povpraševanja po njih.
01:35
It's not surprisingpresenetljivo,
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To ni presenetljivo,
01:37
because only threetri percentodstotkov of people in the DRCDRK
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saj samo trije odstotki ljudi v Kongu
01:39
use condomskondomi.
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uporabljajo kondome.
01:41
JosephJoseph and ChristineChristine,
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Joseph in Christine,
01:43
who runteči a pharmacylekarna where they sellprodati a numberštevilka of these condomskondomi,
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ki vodita lekarno, ki prodaja številne take kondome,
01:45
said despiteKljub the factdejstvo that donordonatorjev agenciesagencije providezagotoviti them at lownizka or no coststroški,
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pravita, da kljub agencijam, ki jih dajejo poceni ali zastonj,
01:49
and they have marketingtrženje campaignskampanje that go alongskupaj with them,
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in kljub tržnim kampanjam, ki jih spremljajo,
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theirnjihovi customersstranke don't buykupiti the brandedblagovno znamko versionsrazličice.
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njihove stranke ne kupujejo tistih z zaščiteno znamko.
01:55
They like the genericsgeneričnih zdravil.
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Bolj všeč so jim generični.
01:57
And as a marketertrženje, I foundnajdemo that curiousradoveden.
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In kot trgovki se mi je to zdelo zanimivo.
02:00
And so I startedzačel to look at what the marketingtrženje lookedpogledal like.
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Tako sem začela preučevati, kakšen marketing uporabljajo.
02:03
And it turnszavrti out that there are threetri mainglavni messagessporočil
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Izkazalo se je, da donatorji za te kondome
02:06
used by the donordonatorjev agenciesagencije for these condomskondomi:
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uporabljajo tri temeljna sporočila:
02:10
fearstrah, financingfinanciranje and fidelityzvestoba.
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strah, financiranje in zvestobo.
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They nameime the condomskondomi things like ViveVive, "to livev živo"
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Kondome poimenujejo z imeni, kot so Vive (živeti)
02:18
or TrustZaupanje.
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ali Trust (zaupanje).
02:20
They packagepaket it with the redrdeča ribbontrak
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Na ovitku je rdeča pentlja,
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that remindsopozarja us of HIVHIV,
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ki spominja na virus HIV,
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put it in boxesškatle that remindopomni you who paidplačani for them,
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dajo jih v škatlice, ki kažejo, kdo je zanje plačal,
02:28
showshow picturesslike of your wifežena or husbandmož
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dodajo fotografije vaše žene ali moža
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and tell you to protectzaščititi them
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in vam naročijo, naj jih zaščitite
02:32
or to actukrepati prudentlypreudarno.
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ali naj boste previdni.
02:35
Now these are not the kindsvrste of things that someonenekdo is thinkingrazmišljanje about
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No, to niso stvari, o katerih človek razmišlja
02:38
just before they go get a condomkondom.
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tik preden si priskrbijo kondom.
02:40
(LaughterSmeh)
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(Smeh)
02:44
What is it that you think about
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O čem razmišljate
02:46
just before you get a condomkondom?
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preden greste po kondom?
02:48
Sexseks!
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O seksu!
02:51
And the privatezasebno companiespodjetja that sellprodati condomskondomi in these placesmesta,
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In zasebna podjetja, ki v teh krajih prodajajo kondome,
02:54
they understandrazumeti this.
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to razumejo.
02:56
TheirNjihovega marketingtrženje is slightlymalce differentdrugačen.
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Njihovo trženje je malo drugačno.
02:59
The nameime mightmorda not be much differentdrugačen,
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Imena se morda ne razlikujejo veliko,
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but the imageryslike sure is.
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podobe pa vsekakor se.
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Some brandsblagovne znamke are aspirationalnamero,
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Nekatere znamke imajo določen pridih
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and certainlyzagotovo the packagingpakiranje is incrediblyneverjetno provocativeprovokativen.
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in pakiranje je vsekakor izjemno provokativno.
03:10
And this madeizdelane me think
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Zaradi tega mislim,
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that perhapsmorda the donordonatorjev agenciesagencije had just missedzamudil out
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da so morda donatorji pozabili
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on a keyključ aspectvidik of marketingtrženje:
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na temeljni vidik marketinga:
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understandingrazumevanje who'skdo je the audienceobčinstvo.
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razumeti svojega naslovnika.
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And for donordonatorjev agenciesagencije, unfortunatelyna žalost,
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Na žalost se zdi, da za donatorske agencije
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the audienceobčinstvo tendstežava to be
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občinstvo predstavljajo ljudje,
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people that aren'tne even in the countrydržava they're workingdelo [in].
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ki sploh niso v državi, v kateri se delo odvija.
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It's people back home,
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Gre za ljudi doma,
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people that supportpodporo theirnjihovi work,
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tiste, ki podpirajo delo agencij,
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people like these.
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ljudi, kot so tile.
03:34
But if what we're really tryingposkušam to do
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Toda če v resnici hočemo
03:36
is stop the spreadširjenje of HIVHIV,
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ustaviti širitev virusa HIV,
03:39
we need to think about the customerstranka,
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moramo misliti na uporabnika,
03:41
the people whosečigar behaviorvedenje needspotrebe to changesprememba --
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na ljudi, katerih vedenje je treba spremeniti --
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the couplespari,
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na pare,
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the youngmladi womenženske, the youngmladi menmoški --
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mlade ženske, mlade moške --
03:48
whosečigar livesživi dependodvisno on it.
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katerih življenje je odvisno od tega.
03:51
And so the lessonlekcijo is this:
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In nauk je:
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it doesn't really matterzadevo what you're sellingprodajo;
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v resnici ni važno, kaj prodajate,
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you just have to think about who is your customerstranka,
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samo misliti morate na svojega uporabnika
03:59
and what are the messagessporočil
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in na sporočila,
04:01
that are going to get them to changesprememba theirnjihovi behaviorvedenje.
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ki bodo spremenila njegovo vedenje.
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It mightmorda just saveshranite theirnjihovi livesživi.
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Morda bi to rešilo njegovo življenje.
04:05
Thank you.
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Hvala.
04:07
(ApplauseAplavz)
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(Aplavz)
Translated by Klavdija Cernilogar
Reviewed by Tilen Pigac - EFZG

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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