TED@Unilever
Myriam Sidibe: The simple power of hand-washing
Mirijam Sidibe (Myriam Sidibe): Jednostavna moć pranja ruku sapunom
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Readability: 3.7
1,150,960 views
Mirijam Sidibe je ratnica u borbi protiv dečjih bolesti. Njeno izabrano oružje? Sapun. Za najisplativiju prevenciju bolesti, teško je pobediti pranje ruku sapunom, koje smanjuje rizik od upale pluća, dijareje, kolere i gorih bolesti. Sidibe, stručnjak za javno zdravlje, iznosi pametne primere za javno-privatna partnerstva kako bi se promovisale čiste ruke - i lokalno, održivo preduzetništvo.
Myriam Sidibe - Public-health expert
Dr. Myriam Sidibe promotes hand-washing with soap, setting up partnerships with governments, companies and communities to promote this simple, cheap, powerful disease-fighting tactic. Full bio
Dr. Myriam Sidibe promotes hand-washing with soap, setting up partnerships with governments, companies and communities to promote this simple, cheap, powerful disease-fighting tactic. Full bio
Double-click the English transcript below to play the video.
00:12
So imagine that a plane is about to crash
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Zamislite da avion sa 250 dece i beba
00:18
with 250 children and babies,
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samo što se nije srušio,
00:21
and if you knew how to stop that, would you?
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i ako biste znali kako to da sprečite,
da li biste?
da li biste?
00:24
Now imagine
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Sada zamislite
00:26
that 60 planes full of babies under five
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da se 60 aviona punih beba ispod 5 godina
00:30
crash every single day.
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sruši svakog dana.
00:33
That's the number of kids
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To je broj dece
00:35
that never make it to their fifth birthday.
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koja neće doživeti peti rođendan.
00:37
6.6 million children
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6,6 miliona dece
00:40
never make it to their fifth birthday.
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nikada ne doživi peti rođendan.
00:44
Most of these deaths are preventable,
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Većina ovih smrti se može sprečiti,
00:46
and that doesn't just make me sad,
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i to ne samo da me rastužuje,
00:48
it makes me angry,
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već me i ljuti
00:50
and it makes me determined.
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i čini odlučnom.
00:52
Diarrhea and pneumonia
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Dijareja i upala pluća
00:54
are among the top two killers
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su prve dve ubice
00:56
of children under five,
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dece mlađe od pet godina,
00:58
and what we can do to prevent these diseases
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i ono što možemo da uradimo
da bismo ih sprečili
da bismo ih sprečili
01:01
isn't some smart,
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nije neka pametna
01:03
new technological innovations.
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nova tehnološka novotarija.
01:06
It's one of the world's oldest inventions:
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To je jedan od najstarijih svetskih izuma:
01:11
a bar of soap.
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sapun.
01:14
Washing hands with soap,
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Pranje ruku sapunom,
01:16
a habit we all take for granted,
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navika koju svi uzimamo zdravo za gotovo,
01:18
can reduce diarrhea by half,
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može prepoloviti broj obolelih od dijareje
01:20
can reduce respiratory infections by one third.
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i smanjiti disajne infekcije za trećinu.
01:24
Handwashing with soap
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Pranje ruku sapunom
01:26
can have an impact
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može imati uticaj
01:27
on reducing flu, trachoma, SARS,
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na smanjivanje gripa, trahoma, SARS-a,
01:32
and most recently in the case of cholera
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i najskorije, u slučaju kolere
01:35
and Ebola outbreak,
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i izbijanja ebole,
01:37
one of the key interventions
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jedna od ključnih intervencija
01:39
is handwashing with soap.
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je pranje ruku sapunom.
01:42
Handwashing with soap keeps kids in school.
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Pranje ruku sapunom zadržava decu u školi.
01:45
It stops babies from dying.
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Sprečava umiranje beba.
01:48
Handwashing with soap
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Pranje ruku sapunom
01:50
is one of the most cost-effective
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je jedan od najisplativijih načina
01:53
ways of saving children's lives.
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da se sačuvaju dečji životi.
01:55
It can save over 600,000 children every year.
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Može sačuvati preko 600.000
dečjih života godišnje.
dečjih života godišnje.
01:59
That's the equivalent of stopping
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To je isto kao sprečavanje
02:02
10 jumbo jets
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10 džambo-džetova
02:04
full of babies and children
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punih beba i dece
02:06
from crashing every single day.
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od rušenja svakoga dana.
02:08
I think you'll agree with me that that's a pretty
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Mislim da ćete se složiti da je to veoma
02:11
useful public health intervention.
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korisna javna zdravstvena intervencija.
02:14
So now just take a minute.
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Sada odvojite minut svog vremena.
02:17
I think you need to get to
know the person next to you.
know the person next to you.
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Mislim da treba da upoznate osobu pored.
02:19
Why don't you just shake their hands.
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Zašto se ne biste rukovali.
02:21
Please shake their hands.
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Molim vas, rukujte se.
02:23
All right, get to know each other.
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U redu, upoznajte se.
02:24
They look really pretty.
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Izgledaju veoma lepo.
02:26
All right.
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Dobro.
02:28
So what if I told you
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Šta ako bih vam rekla
02:30
that the person whose hands you just shook
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da osoba sa kojom ste se upravo rukovali
02:33
actually didn't wash their hands
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zapravo nije oprala svoje ruke
02:34
when they were coming out of the toilet?
(Laughter)
(Laughter)
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kada je izašla iz toaleta?
(Smeh)
(Smeh)
02:37
They don't look so pretty anymore, right?
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Više ne izgledaju tako lepo, zar ne?
02:40
Pretty yucky, you would agree with me.
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Prilično odvratno, složićete se.
02:44
Well, statistics are actually showing
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Statistike zapravo pokazuju
02:45
that four people out of five
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da četvoro od petoro ljudi
02:48
don't wash their hands when
they come out of the toilet,
they come out of the toilet,
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ne pere svoje ruke nakon toaleta,
02:50
globally.
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u celom svetu.
02:52
And the same way,
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I isto tako
02:54
we don't do it when we've got fancy toilets,
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kao što to ne radimo
kada imamo moderne toalete,
kada imamo moderne toalete,
02:57
running water, and soap available,
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tekuću vodu i dostupan sapun,
02:59
it's the same thing in the countries
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ista je stvar u zemljama
03:01
where child mortality is really high.
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u kojima je smrtnost dece veoma visoka.
03:05
What is it? Is there no soap?
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O čemu se radi? Nemaju sapun?
03:07
Actually, soap is available.
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Zapravo, sapun je dostupan.
03:09
In 90 percent of households in India,
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U 90% domaćinstava u Indiji,
03:13
94 percent of households in Kenya,
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94% domaćinstava u Keniji,
03:16
you will find soap.
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pronaći ćete sapun.
03:17
Even in countries where soap is the lowest,
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Čak i u zemljama gde sapuna ima najmanje,
03:21
like Ethiopia, we are at 50 percent.
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kao u Etiopiji, dolazimo do 50%.
03:24
So why is it?
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Pa zašto je to tako?
03:26
Why aren't people washing their hands?
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Zašto ljudi ne peru svoje ruke?
03:29
Why is it that Mayank,
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Zašto Majank,
03:31
this young boy that I met in India,
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mladi dečak koga sam upoznala u Indiji,
03:33
isn't washing his hands?
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ne pere ruke?
03:35
Well, in Mayank's family,
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Pa, u Majankovoj porodici
03:38
soap is used for bathing,
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sapun se koristi za kupanje,
03:40
soap is used for laundry,
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sapun se koristi za pranje veša,
03:42
soap is used for washing dishes.
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sapun se koristi za pranje sudova.
03:45
His parents think sometimes
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Njegovi roditelji misle da
03:47
it's a precious commodity,
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je sapun ponekad dragocena roba,
03:48
so they'll keep it in a cupboard.
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pa će ga držati u ormaru.
03:51
They'll keep it away from him so he doesn't waste it.
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Držaće ga dalje od njega da ga ne potroši.
03:53
On average, in Mayank's family,
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U proseku, u Majankovoj porodici,
03:56
they will use soap for washing hands
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koristiće sapun za pranje ruku
03:58
once a day
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jednom dnevno
03:59
at the very best, and sometimes
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u najboljem slučaju, ponekad
04:02
even once a week for washing hands with soap.
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čak jednom nedeljno da bi oprali ruke.
04:05
What's the result of that?
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Šta je posledica ovoga?
04:07
Children pick up disease
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Deca pokupe zarazu
04:09
in the place that's supposed to love them
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na mestima koja treba da im pruže
04:11
and protect them the most, in their homes.
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najviše ljubavi i zaštite,
u njihovim kućama.
u njihovim kućama.
04:15
Think about where you learned to wash your hands.
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Setite se gde ste naučili da perete ruke.
04:18
Did you learn to wash your hands at home?
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Da li ste naučili kod kuće?
04:21
Did you learn to wash your hands in school?
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Da li ste naučili u školi?
04:24
I think behavioral scientists will tell you
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Mislim da će proučavaoci ponašanja reći
04:26
that it's very difficult to change the habits
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da je veoma teško promeniti navike
04:29
that you have had early in life.
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koje ste naučili u ranom dobu.
04:34
However, we all copy what everyone else does,
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No, svi oponašamo što drugi rade,
04:36
and local cultural norms are something
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i lokalne kulturne norme su nešto što
04:39
that shape how we change our behavior,
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oblikuje način na koji menjamo ponašanje,
04:42
and this is where the private sector comes in.
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i tu se upliće privatni sektor.
04:45
Every second in Asia and Africa,
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Svake sekunde u Aziji i Africi
04:49
111 mothers
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111 majki
04:52
will buy this bar to protect their family.
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kupiće ovaj sapun da zaštiti porodicu.
04:56
Many women in India will tell you
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Mnoge žene u Indiji reći će vam
04:58
they learned all about hygiene, diseases,
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da su naučile sve o higijeni, bolestima,
05:00
from this bar of soap from Lifebuoy brand.
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od ovog sapuna proizvođača Lajfboj.
05:04
Iconic brands like this one
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Poznate marke poput ove
05:05
have a responsibility to do good
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imaju odgovornost da čine dobro
05:07
in the places where they sell their products.
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tamo gde prodaju svoje proizvode.
05:10
It's that belief, plus the scale of Unilever,
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To je verovanje, plus Junilevrova skala,
05:13
that allows us to keep talking about
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koja nam dopušta da nastavimo da pričamo o
05:15
handwashing with soap and
hygiene to these mothers.
hygiene to these mothers.
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pranju ruku sapunom
i higijeni ovim majkama.
i higijeni ovim majkama.
05:19
Big businesses and brands can change
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Velike kompanije i marke mogu da menjaju
05:23
and shift those social norms
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i preokreću ove društvene norme,
05:25
and make a difference for those habits
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i naprave razliku za te
05:27
that are so stubborn.
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tako uporne navike.
05:29
Think about it:
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Mislite o tome.
05:30
Marketeers spend all their time
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Trgovci provode sve svoje vreme
05:34
making us switch from one brand to the other.
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ubeđujući nas da se prebacimo
sa brenda na brend.
sa brenda na brend.
05:38
And actually, they know how to transform
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I zapravo, oni znaju kako da pretvore
05:41
science and facts into compelling messages.
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nauku i činjenice u ubedljive poruke.
05:44
Just for a minute, imagine
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Samo na minut zamislite
05:46
when they put all their forces behind
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da stave sve svoje snage iza poruke
05:49
a message as powerful as handwashing with soap.
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tako moćne kao što je pranje ruku sapunom.
05:51
The profit motive is transforming health outcomes
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Motiv profita menja zdravstvene ishode
05:54
in this world.
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u ovom svetu.
05:56
But it's been happening for centuries:
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Ali događa se već vekovima:
05:58
the Lifebuoy brand was launched in 1894
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Lajfboj marka stvorena je 1894.
06:02
in Victorian England
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u viktorijanskoj Engleskoj
06:03
to actually combat cholera.
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radi borbe protiv kolere.
06:06
Last week, I was in Ghana
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Prošle nedelje bila sam u Gani
06:08
with the minister of health,
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sa ministrom zdravlja
06:10
because if you don't know,
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zato što, ako ne znate,
06:11
there's a cholera outbreak in Ghana at the moment.
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trenutno je u Gani epidemija kolere.
06:13
A hundred and eighteen years later,
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Sto osamnaest godina kasnije
06:16
the solution is exactly the same:
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rešenje je potpuno isto:
06:17
It's about ensuring that they have access
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radi se o obezbeđivanju pristupa
06:20
to this bar of soap,
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ovom komadu sapuna
06:21
and that they're using it,
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i njegovom korišćenju,
06:23
because that's the number one way
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zato što je to najbolji način
06:25
to actually stop cholera from spreading.
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da se spreči širenje kolere.
06:28
I think this drive for profit
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Mislim da je ovaj nagon za profitom
06:31
is extremely powerful,
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vrlo moćan,
06:33
sometimes more powerful than
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nekada i moćniji
06:34
the most committed charity or government.
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od najposvećenijih humanitaraca ili vlada.
06:37
Government is doing what they can,
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Vlada čini što može,
06:39
especially in terms of the pandemics
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posebno u pogledu pandemija
06:43
and epidemics such as cholera,
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i epidemije kao što je kolera
06:45
or Ebola at the moment,
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ili ebola u ovim trenucima,
06:47
but with competing priorities.
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ali sa konkurentnim prioritetima.
06:49
The budget is not always there.
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Budžet nije uvek dostupan.
06:52
And when you think about this,
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I kada razmišljate o ovome,
06:53
you think about what is required
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razmišljate o tome šta je potrebno
06:56
to make handwashing a daily habit,
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da pranje ruku postane svakodnevna navika,
06:58
it requires sustained funding
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to zahteva neprekidno finansiranje
07:02
to refine this behavior.
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da bi se usavršilo ovo ponašanje.
07:05
In short, those that fight for public health
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Ukratko, oni koji se
zalažu za javno zdravlje
zalažu za javno zdravlje
07:09
are actually dependent upon the soap companies
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zapravo nekada zavise
od proizvođača sapuna
od proizvođača sapuna
07:12
to keep promoting handwashing with soap.
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kako bi nastavili da promovišu
pranje ruku sapunom.
pranje ruku sapunom.
07:15
We have friends like USAID,
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Imamo prijatelje poput USAID-a,
07:18
the Global Public-Private Partnership
for Handwashing with Soap,
for Handwashing with Soap,
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Svetskog javno-privatnog partnerstva
za pranje ruku sapunom,
za pranje ruku sapunom,
07:22
London School of Hygiene and Tropical Medicine,
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Londonske škole higijene
i tropske medicine,
i tropske medicine,
07:24
Plan, WaterAid,
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Plana, WaterAid-a,
07:25
that all believe
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koji veruju
07:27
for a win-win-win partnership.
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u partnerstvo dobitka za sve.
07:30
Win for the public sector,
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Dobitka za javni sektor,
07:32
because we help them reach their targets.
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zato što im pomažemo
da postignu svoje ciljeve.
da postignu svoje ciljeve.
07:36
Win for the private sector,
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Dobitka za privatni sektor,
zato što gradimo nove generacije
07:38
because we build new generations
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07:39
of future handwashers.
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budućih perača ruku.
07:41
And most importantly,
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I najvažnije,
07:43
win for the most vulnerable.
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dobit za najugroženije.
07:46
On October 15,
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Petnaestog oktobra
07:48
we will celebrate Global Handwashing Day.
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slavićemo Svetski dan pranja ruku.
07:50
Schools, communities,
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Škole, zajednice,
07:52
our friends in the public sector
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naši prijatelji u javnom sektoru
07:54
and our friends in the private sector —
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i prijatelji u privatnom sektoru -
07:57
yes, on that day even our competitors,
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da, na taj dan čak i naši konkurenti,
07:59
we all join hands to celebrate
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svi ćemo spojiti ruke da proslavimo
08:01
the world's most important
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najvažniju svetsku
08:03
public health intervention.
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intervenciju javnog zdravlja.
08:05
What's required,
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Šta je neophodno,
08:06
and again where the private sector
can make a huge difference,
can make a huge difference,
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i tu ponovo privatni sektor
može napraviti veliku razliku,
može napraviti veliku razliku,
08:09
is coming up with this big, creative thinking
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dolazi sa velikim,
kreativnim razmišljanjem
kreativnim razmišljanjem
08:13
that drives advocacy.
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koje pokreće zaštitu.
08:15
If you take our Help a Child Reach 5 campaign,
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Ako uzmete našu kampanju
"Pomozi detetu da dostigne 5 rođendan"
"Pomozi detetu da dostigne 5 rođendan"
08:17
we've created great films
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napravili smo sjajne filmove
08:20
that bring the message of handwashing with soap
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koji donose poruku o pranju ruku sapunom
08:23
to the everyday person
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svakodnevnoj osobi
08:24
in a way that can relate to them.
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na način na koji se mogu povezati sa njom.
08:27
We've had over 30 million views.
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Imali smo preko 30 miliona pregleda.
08:29
Most of these discussions are still happening online.
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Većina ovih diskusija
još uvek se odvija onlajn.
još uvek se odvija onlajn.
08:31
I urge you to take five minutes
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Izdvojite 5 minuta
08:33
and look at those films.
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i pogledajte ih.
08:37
I come from Mali,
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Dolazim sa Malija,
08:38
one of the world's poorest countries.
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jedne od najsiromašnijih zemalja sveta.
08:41
I grew up in a family where every dinner conversation
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Odrasla sam u porodici čiji je
svaki razgovor za večerom
svaki razgovor za večerom
08:43
was around social justice.
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bio u vezi društvene pravde.
08:45
I trained in Europe's premier school of public health.
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Obučena sam u evropskoj glavnoj školi
za javno zdravlje.
za javno zdravlje.
08:49
I think I'm probably one of the only women
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Mislim da sam jedna od retkih žena
08:51
in my country with this high degree in health,
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u svojoj zemlji sa ovako visokom
diplomom u zdravstvu,
diplomom u zdravstvu,
08:54
and the only one
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i jedina
08:56
with a doctorate in handwashing with soap.
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sa doktoratom iz pranja ruku sapunom.
08:59
(Laughter)
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(Smeh)
09:01
(Applause)
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(Aplauz)
09:08
Nine years ago, I decided,
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Pre devet godina odlučila sam
09:10
with a successful public health career in the making,
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u začetku uspešne karijere
u javnom zdravlju,
u javnom zdravlju,
09:13
that I could make the biggest impact coming,
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da mogu najviše da doprinesem
09:16
selling and promoting the world's best invention
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prodajući i promovišući
najbolji svetski izum
najbolji svetski izum
09:19
in public health: soap.
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u javnom zdravlju: sapun.
09:22
We run today the world's largest
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Danas vodimo najveći svetski
09:24
handwashing program
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program pranja ruku
09:25
by any public health standards.
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po bilo kojim zdravstvenim standardima.
09:28
We've reached over 183 million people
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Doprli smo do preko 183 miliona ljudi
09:31
in 16 countries.
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u 16 zemalja.
09:35
My team and I have the ambition
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Moj tim i ja imamo ambiciju
09:37
to reach one billion by 2020.
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da dopremo do miljarde do 2020.
09:40
Over the last four years,
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U poslednje 4 godine
09:42
business has grown double digits,
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posao je dvostruko porastao,
09:45
whilst child mortality has reduced
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dok je smrtnost dece smanjena
09:47
in all the places where soap use has increased.
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svuda gde je upotreba sapuna povećana.
09:52
It may be uncomfortable for some to hear —
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Možda će nekima biti nelagodno da čuju -
09:54
business growth and lives saved
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porast poslovanja i spašavanje života
09:56
somehow equated in the same sentence —
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nekako izjednačene u istoj rečenici -
10:00
but it is that business growth
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ali taj rast poslovanja
10:02
that allows us to keep doing more.
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dopušta da nastavimo da činimo više.
10:04
Without it, and without talking about it,
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Bez toga, i bez priče o tome.
ne možemo ostvariti promenu
koja nam je potrebna.
koja nam je potrebna.
10:07
we cannot achieve the change that we need.
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Prošle nedelje, moj tim i ja,
10:11
Last week, my team and I
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10:13
spent time visiting mothers
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proveli smo vreme u poseti majkama
10:16
that have all experienced the same thing:
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koje su imale iskustva sa istom stvari:
10:19
the death of a newborn.
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smrću novorođenčeta.
10:21
I'm a mom. I can't imagine anything more powerful
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Majka sam. Ne mogu zamisliti išta snažnije
10:24
and more painful.
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i bolnije.
10:27
This one is from Myanmar.
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Ova je sa Mjanmara.
10:30
She had the most beautiful smile,
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Imala je najlepši osmeh,
10:32
the smile, I think, that life gives you
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osmeh koji vam, mislim, život daje
10:34
when you've had a second chance.
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kada dobijete drugu šansu.
10:36
Her son, Myo, is her second one.
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Njen sin, Mio, joj je drugo dete.
10:40
She had a daughter
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Imala je ćerku
10:41
who passed away at three weeks,
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koja je preminula u trećoj nedelji života,
10:44
and we know that the majority
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i znamo da većina
10:46
of children that actually die
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dece koja umre,
10:48
die in the first month of their life,
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umre u prvom mesecu života,
10:49
and we know that if we give a bar of soap
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i znamo da ako damo sapun
10:52
to every skilled birth attendant,
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svakom učesniku porođaja,
10:55
and that if soap is used
before touching the babies,
before touching the babies,
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i ako se sapun koristi
pre dodirivanja beba,
pre dodirivanja beba,
10:57
we can reduce and make a change
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možemo smanjiti
i promeniti
i promeniti
10:58
in terms of those numbers.
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te brojke.
11:00
And that's what inspires me,
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I to me inspiriše,
11:02
inspires me to continue in this mission,
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inspiriše da nastavim sa tim zadatkom,
11:04
to know that I can equip her
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da znam da mogu da je opremim
11:07
with what's needed
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sa potrebnim
11:09
so that she can do
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kako bi radila
11:10
the most beautiful job in the world:
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najlepši posao na svetu:
11:13
nurturing her newborn.
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negovanje svog novorođenčeta.
11:15
And next time you think of a gift
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Kada sledećeg puta
budete razmišljali o poklonu
budete razmišljali o poklonu
11:17
for a new mom and her family,
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za novopečenu majku i njenu porodicu,
11:19
don't look far: buy her soap.
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ne razmišljajte mnogo: kupite joj sapun.
11:22
It's the most beautiful invention in public health.
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To je najlepši izum u javnom zdravlju.
11:25
I hope you will join us
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Nadam se da ćete nam se pridružiti
11:27
and make handwashing part of your daily lives
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i učiniti pranje ruku delom svoje
11:30
and our daily lives
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i naše svakodnevnice,
11:32
and help more children like Myo
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i pomoći drugoj deci kao što je Mio
11:34
reach their fifth birthday.
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da dožive 5. rođendan.
11:35
Thank you.
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Hvala vam.
11:38
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Myriam Sidibe - Public-health expertDr. Myriam Sidibe promotes hand-washing with soap, setting up partnerships with governments, companies and communities to promote this simple, cheap, powerful disease-fighting tactic.
Why you should listen
Myriam Sidibe is one of the only people in the world with a doctorate in public health focused on handwashing with soap. As the Global Social Mission Director for Lifebuoy soap, she has spent 14 years working with thousands of children understanding the most effective ways to get them to wash their hands with soap at key occasions like before eating or after using the bathroom.
Sidibe leads Social Mission activity in 55 countries throughout Asia, Africa, the Middle East, and Latin America with the aim of changing handwashing behaviours of one billion people by 2020 – that’s the biggest hygiene behaviour change program in the world.
Sidibe is one of the driving forces behind the creation of Global Handwashing Day, which recognises the need to raise awareness of handwashing with soap as a simple but lifesaving habit that can prevent disease. She represents Unilever and often partners with organisations such as Millennium Villages, the World Bank, PSI, WSUP, MCHIP and USAID to educate people about the importance of handwashing with soap, and run programmes that will help form healthy handwashing habits for life.
Myriam Sidibe | Speaker | TED.com