TEDxChange
Melinda Gates: What nonprofits can learn from Coca-Cola
Melinda Frenč Gejts: Šta neprofitne organizacije mogu da nauče od "Koka-kole"
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Na TEDxChange-u, Melinda Gejts podstiče neprofitne organizacije da preuzmu neke od taktika velikih korporacija, kao što je Koka-kola, čija dobro povezana, globalna mreža marketinških stručnjaka i distributera omogućava da čak i stanovnici najudaljenijih delova sveta požele - i dobiju - Koka-kolu. Zašto onda ove taktike ne iskoristiti i za promovisanje kondoma, sanacije ili vakcinisanja?
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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Jedna od mojih omiljenih stvari
00:17
of my job at the Gates Foundation
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u vezi sa poslom koji obavljam u Gejts Fondaciji
00:19
is that I get to travel to the developing world,
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je to što putujem u zemlje u razvoju
00:21
and I do that quite regularly.
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i to radim prilično često.
00:23
And when I meet the mothers
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Pri susretu sa majkama
00:25
in so many of these remote places,
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u mnogim od ovih udaljenih krajeva
00:27
I'm really struck by the things
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shvatam, na moje veliko iznenađenje,
00:29
that we have in common.
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koliko zajedničkog zapravo imamo.
00:31
They want what we want for our children
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I one za svoju decu žele isto što i mi -
00:34
and that is for their children to grow up successful,
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da uspešno odrastu
00:37
to be healthy, and to have a successful life.
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da budu zdrava i da imaju uspešan život.
00:40
But I also see lots of poverty,
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Ali, s druge strane, vidim i mnogo siromaštva,
00:43
and it's quite jarring,
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i to je u priličnom neskladu,
00:46
both in the scale and the scope of it.
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kako u razmeri, tako i u obimu.
00:48
My first trip in India, I was in a person's home
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Moje prvo putovanje je bilo u Indiju, gde sam boravila
00:51
where they had dirt floors, no running water,
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u kući sa prljavim podovima, 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 viđam svuda po svetu.
00:58
So in short, I'm startled by all the things
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Ukratko, bila sam šokirana uslovima
01:01
that they don't have.
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u kojima ljudi žive i bez čega sve žive.
01:04
But I am surprised by one thing that they do have:
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Ali iznenađena sam i nečim što imaju -
01:08
Coca-Cola.
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a to je Koka-kola.
01:10
Coke is everywhere.
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Koka-kola je svuda.
01:12
In fact, when I travel to the developing world,
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U stvari, u zemljama u razvoju stiče se
01:14
Coke feels ubiquitous.
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utisak da je Koka-kola svuda, sveprisutna.
01:16
And so when I come back from these trips,
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Kada se vraćam iz ovih zemalja
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 nazad kući, razmišljam:
01:22
"We're trying to deliver condoms to people or vaccinations,"
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"Mi pokušavamo da snabdemo te ljude kondomima ili vakcinama"
01:25
you know, Coke's success kind of stops and makes you wonder:
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znate, a uspeh Koka-kole čini da zastanete i zapitate se:
01:28
how is it that they can get Coke
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Kako je moguće da mogu da dođu do Koka-kole
01:30
to these far-flung places?
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u ovim zabačenim krajevima?
01:32
If they can do that,
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Ako je tako nešto moguće,
01:34
why can't governments and NGOs do the same thing?
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zašto onda vlade i nevladine organizacije ne urade isto?
01:37
And I'm not the first person to ask this question.
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Nisam ja prva osoba koja postavlja ovo pitanje.
01:40
But I think, as a community,
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Mislim da, kao društvo,
01:42
we still have a lot to learn.
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imamo još mnogo toga da naučimo.
01:45
It's staggering, if you think about Coca-Cola.
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Zapanjujuće je to, ako razmislite o Koka-koli.
01:47
They sell 1.5 billion servings
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1,5 milijarda Koka-kole se proda
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 čovek, žena i dete na planeti
01:55
having a serving of Coke every week.
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piju Koka-kolu svake nedelje.
01:58
So why does this matter?
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Zašto je ovo bitno?
02:01
Well, if we're going to speed up the progress
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Pa, ako želimo da ubrzamo napredak,
02:04
and go even faster
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i krećemo se čak i brže od toga,
02:06
on the set of Millennium Development Goals that we're set as a world,
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u okviru Milenijumskijh Razvojnih Ciljeva koje smo postavili sebi kao planeta,
02:09
we need to learn from the innovators,
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treba da učimo od inovatora,
02:11
and those innovators
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a ti inovatori
02:13
come from every single sector.
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se nalaze u svakom sektoru.
02:16
I feel that, if we can understand
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Mislim da, ukoliko bismo razumeli kako kompaniji
02:18
what makes something like Coca-Cola ubiquitous,
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poput Koka-kole polazi za rukom da plasira proizvode u bilo kom delu sveta,
02:21
we can apply those lessons then for the public good.
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mogli bismo te tehnike da primenjujemo i za opšte dobro.
02:26
Coke's success is relevant,
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Uspeh Koka-kole je bitan,
02:28
because if we can analyze it, learn from it,
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jer ako ga analiziramo i naučimo nešto iz toga,
02:31
then we can save lives.
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možemo da spašavamo živote.
02:33
So that's why I took a bit of time to study Coke.
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Zato sam izdvojila malo vremena da prostudiram Koka-kolu.
02:37
And I think there are really three things
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I mislim da se sve svodi na tri stvari
02:39
we can take away from Coca-Cola.
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koje možemo preuzeti od njih.
02:41
They take real-time data
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Oni dobijaju podatke u realnom vremenu,
02:43
and immediately feed it back into the product.
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i odmah ih koriste za poboljšanje proizvoda.
02:46
They tap into local entrepreneurial talent,
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Ulažu u lokalne preduzetnike,
02:49
and they do incredible marketing.
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i imaju neverovatan marketing.
02:52
So let's start with the data.
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Pa, hajde da počnemo sa podacima.
02:55
Now Coke has a very clear bottom line --
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Kompanija ima veoma jasan cilj.
02:57
they report to a set of shareholders, they have to turn a profit.
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Oni su odgovorni deoničarima. Moraju da naprave profit.
03:00
So they take the data,
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Zato prikupljaju podatke
03:02
and they use it to measure progress.
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i koriste ih kako bi izmerili napredak.
03:04
They have this very continuous feedback loop.
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Koriste kontinuiranu spregu podataka i povratne informacije.
03:06
They learn something, they put it back into the product,
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Informišu se o nečemu, iskoriste dobijene podatke
03:08
they put it back into the market.
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da bi poboljšali proizvod i plasiraju ga nazad na tržište.
03:10
They have a whole team called "Knowledge and Insight."
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Unutar kompanije postoji čitav tim pod nazivom "Znanje i uvid".
03:12
It's a lot like other consumer companies.
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To je slično mnogim drugim komercijalnim kompanijama.
03:14
So if you're running Namibia for Coca-Cola,
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Ako vodite ogranak Koka-kole u Nambiji,
03:16
and you have a 107 constituencies,
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i imate 107 klijenata,
03:18
you know where every can versus bottle
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vi tačno znate gde je prodata svaka
03:21
of Sprite, Fanta or Coke was sold,
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konzerva ili boca Sprajta, Fante ili Koka-kole,
03:23
whether it was a corner store,
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bilo da je reč o prodavnici 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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Tako da, ako prodaja opadne,
03:29
then the person can identify the problem
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osoba zadužena za to može odmah da prepozna
03:31
and address the issue.
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gde je problem nastao i da se pozabavi njime.
03:34
Let's contrast that for a minute to development.
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Hajde da sada tu situaciju uporedimo sa načinom rada na širenju razvijenosti.
03:38
In development, the evaluation comes
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U okviru rada na razvijanju nerazvijenih zemalja,
03:41
at the very end of the project.
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evaluacija se vrši na kraju projekta.
03:44
I've sat in a lot of those meetings,
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Bila sam na mnogo takvih sastanaka.
03:46
and by then,
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Ali je već bilo suviše kasno da se dobijeni podaci
03:48
it is way too late to use the data.
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tada upotrebe jer su zastarevali.
03:51
I had somebody from an NGO
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Jednom mi je neko iz nevladine organizacije taj
03:53
once describe it to me as bowling in the dark.
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proces opisao kao kuglanje u mraku.
03:55
They said, "You roll the ball, you hear some pins go down.
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"Zakotrljaš kuglu i čuješ zvuk obaranja čunjeva.
03:58
It's dark, you can't see which one goes down until the lights come on,
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Mrak je i ne možeš da vidiš koje si čunjeve oborio dok se ne upale svetla,
04:01
and then you an see your impact."
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i tek tada možeš da spoznaš kakav ti je rezultat."
04:04
Real-time data
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Podaci dobijeni u realnom vremenu
04:06
turns on the lights.
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mogu da upale to svetlo.
04:10
So what's the second thing that Coke's good at?
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Druga stvar u kojoj je Koka-kola uspešna
04:12
They're good at tapping into
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jeste njihovo prepoznavanje i pomaganje
04:14
that local entrepreneurial talent.
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lokalnih preduzimača.
04:16
Coke's been in Africa since 1928,
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Koka-kola je prisutna u Africi od 1928. godine,
04:18
but most of the time they couldn't reach the distant markets,
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ali većinu tog vremena nije uspela da dopre do udaljenih tržišta,
04:21
because they had a system that was a lot like in the developed world,
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jer je korišćen sistem transporta tipičan za razvijene zemlje,
04:24
which was a large truck rolling down the street.
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a to su ogromni kamioni koji mogu da se kreću samo po dobro napravljenim putevima.
04:27
And in Africa, the remote places,
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A u Africi, u udaljenim krajevima,
04:29
it's hard to find a good road.
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retko gde postoji dobar put.
04:31
But Coke noticed something --
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Ali kompanija je uvidela jednu stvar -
04:33
they noticed that local people were taking the product, buying it in bulk
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a to je da su pojedini lokalci kupovali Koka-kolu na veliko
04:36
and then reselling it in these hard-to-reach places.
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i onda je preprodavali u udaljenim i teško dostupnim krajevima.
04:40
And so they took a bit of time to learn about that.
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Kompanija je analizirala ovakve situacije,
04:42
And they decided in 1990
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i 1990. godine odlučila da
04:44
that they wanted to start training the local entrepreneurs,
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uloži u obuku ovih lokalnih preduzetnika,
04:46
giving them small loans.
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dajući im male zajmove.
04:48
They set them up as what they called micro-distribution centers,
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Organizovali su ih u mikro-distribucione centre,
04:51
and those local entrepreneurs then hire sales people,
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a onda su lokalni preduzetnici angažovali svoje prodavce
04:54
who go out with bicycles and pushcarts and wheelbarrows
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koji su biciklima, sa ručnim kolicima ili kolicima odlazili u
04:57
to sell the product.
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udaljene krajeve i prodavali Koka-kolu.
04:59
There are now some 3,000 of these centers
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Sada postoji oko 3.000 ovakvih centara
05:01
employing about 15,000 people in Africa.
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koji zapošljavaju oko 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%
05:09
of Coke's sales.
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prodaje Koka-kole.
05:13
Let's look at the development side.
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A sada pogledajmo sa strane razvoja.
05:15
What is it that governments and NGOs
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Šta vladine i nevladine organizacije
05:17
can learn from Coke?
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mogu da nauče od Koka-kole?
05:19
Governments and NGOs
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Trebalo bi da se ove organizacije takođe
05:21
need to tap into that local entrepreneurial talent as well,
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pozabave pomaganjem lokalnog preduzetništva,
05:24
because the locals know how to reach
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jer lokalno stanovništvo zna kako da
05:26
the very hard-to-serve places, their neighbors,
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dopre do sunarodnika u udaljenim krajevima
05:29
and they know what motivates them to make change.
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i da ih motiviše da naprave promenu.
05:33
I think a great example of this
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Sjajan primer za ovo je novi
05:35
is Ethiopia's new health extension program.
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program pružanja zdravstvenih usluga u Etiopiji.
05:38
The government noticed in Ethiopia
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Vlada je primetila da mnogo Etiopljana
05:40
that many of the people were so far away from a health clinic,
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živi jako daleko od zdravstvenih centara,
05:43
they were over a day's travel away from a health clinic.
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i da im treba čitav dan da bi došli do klinike.
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 bi se desio neki hitan slučaj, kao što je na primer porođaj,
05:49
forget it, to get to the health care center.
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nije postojala nikakva šansa da se do klinike dođe na vreme.
05:52
They decided that wasn't good enough,
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To nije bio zadovoljavajući sistem,
05:54
so they went to India and studied the Indian state of Kerala
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i zato je država poslala svoje stručnjake u Keralu, u Indiju,
05:56
that also had a system like this,
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da prouči njihov sistem i primeni ga,
05:58
and they adapted it for Ethiopia.
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u modifikovanom obliku i u Etiopiji.
06:00
And in 2003, the government of Ethiopia
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Tako je 2003. godine vlada Etiopije
06:02
started this new system in their own country.
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pokrenula ovaj novi sistem i u svojoj državi.
06:05
They trained 35,000 health extension workers
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Obučeno je 35.000 dodatnih zdravstvenih radnika
06:08
to deliver care directly to the people.
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čiji je zadatak da pruže negu direkno pacijentima.
06:11
In just five years,
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Za samo pet godina, odnos se
06:13
their ratio went from one worker for every 30,000 people
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promenio od jednog zdravstvenog radnika na 30.000 stanovnika,
06:17
to one worker for every 2,500 people.
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do jednog zdravstvenog radnika na 2.500 stanovnika.
06:22
Now, think about
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Razmislite o tome koliko ovo
06:24
how this can change people's lives.
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menja živote ljudi.
06:27
Health extension workers can help with so many things,
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Ovi zdravstveni radnici mogu da pomognu
06:30
whether it's family planning, prenatal care,
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u vezi sa mnogo stvari, kao što su planiranje porodice,
06:33
immunizations for the children,
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prenatalna nega, vakcinacija dece,
06:35
or advising the woman to get to the facility on time
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ili savetovanje majki kako da dođu do klinike na vreme
06:38
for an on-time delivery.
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i da se porode tamo.
06:41
That is having real impact
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Ovakve inicijative postižu pravi cilj
06:43
in a country like Ethiopia,
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u zemlji kao što je Etiopija
06:45
and it's why you see their child mortality numbers
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i zbog ovakve akcije smrtnost dece
06:48
coming down 25 percent
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je smanjena za 25%
06:50
from 2000 to 2008.
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u periodu od 2000. do 2008. godine.
06:53
In Ethiopia, there are hundreds of thousands of children living
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U Etiopiji stotine hiljada dece je živo
06:56
because of this health extension worker program.
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zahvaljujući ovom programu.
07:00
So what's the next step for Ethiopia?
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Šta je sledeći korak?
07:02
Well, they're already starting talk about this.
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Oni već razmatraju sledeća pitanja:
07:04
They're starting to talk about, "How do you have the health community workers
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"Kako da ovi zdravstveni radnici
07:07
generate their own ideas?
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stvaraju svoje sopstvene ideje?
07:09
How do you incent them based on the impact that they're getting
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Kako ih podstaći u odnosu na uticaj 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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Eto kako se daje podrška lokalnom preduzetništvu,
07:17
and you unlock people's potential.
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i ljudima pruža prostor da iskoriste svoj potencijal.
07:22
The third component of Coke's success
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Treća komponenta uspeha Koka-kole
07:24
is marketing.
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je marketing.
07:26
Ultimately, Coke's success
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Konačno, uspeh Koka-kole
07:28
depends on one crucial fact
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zavisi od jedne presudne činjenice,
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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Koka-kolu.
07:34
Now the reason these micro-entrepreneurs
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Razlog što ovi mini-preduzetnici
07:36
can sell or make a profit
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mogu da vrše prodaju i ostvare profit
07:38
is they have to sell every single bottle in their pushcart or their wheelbarrow.
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je taj što moraju da prodaju sve boce koje se nalaze u njihovim kolicima.
07:41
So, they rely on Coca-Cola
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Dakle, oni se oslanjaju na Koka-kolu
07:44
in terms of its marketing,
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što se marketinga tiče.
07:46
and what's the secret to their marketing?
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A u čemu je tajna njihovog marketinga?
07:49
Well, it's aspirational.
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U tome što nadahnjuje,
07:51
It is associated that product
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povezuje proizvod sa načinom života
07:53
with a kind of life that people want to live.
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koji bi ljudi želeli da žive.
07:56
So even though it's a global company,
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Tako da, iako je globalnog karaktera,
07:58
they take a very local approach.
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kompanija ima lokalni pristup.
08:01
Coke's global campaign slogan
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Njihov slogan na globalnom nivou je:
08:03
is "Open Happiness."
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"Otvorena sreća".
08:05
But they localize it.
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Ali oni tome pristupaju lokalno.
08:07
And they don't just guess what makes people happy;
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Oni ne nagađaju šta je to što ljude čini srećnima,
08:09
they go to places like Latin America
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već odlaze na lice mesta, npr. u Latinsku Ameriku,
08:11
and they realize that happiness there
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i tamo otkrivaju da je sreća
08:13
is associated with family life.
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povezana sa porodičnim životom.
08:15
And in South Africa,
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A u Južnoj Africi,
08:17
they associate happiness
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sa poštovanjem unutar zajednice.
08:19
with seriti or community respect.
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Ova otkrića kasnije su
08:23
Now, that played itself out in the World Cup campaign.
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iskorišćena i u kampanji za Svetsko prvenstvo.
08:26
Let's listen to this song that Coke created for it,
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Hajde da poslušamo pesmu "Wavin' Flag", somalijskog hip-hop izvođača,
08:28
"Wavin' Flag" by a Somali hip hop artist.
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koju je Koka-kola napravila za ovaj događaj.
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 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, podiže te visoko ♫
08:51
♫ See the champions take the field now ♫
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♫ Pogledaj šampione, preuzimaju teren ♫
08:54
♫ You define us, make us feel proud ♫
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♫ Vi nas definišete, ponosni smo na vas ♫
08:58
♫ In the streets our heads are lifted ♫
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♫ Dok hodamo ulicama, glave su nam visoko podignute ♫
09:01
♫ As we lose our inhibition ♫
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♫ Jer smo oslobođeni svih inhibicija ♫
09:04
♫ Celebration, it's around us ♫
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♫ Slavlje je svuda oko nas ♫
09:07
♫ Every nation, all around us ♫
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♫ Sve nacije, svuda oko nas ♫
09:11
Melinda French Gates: It feels pretty good, right?
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Melinda Frenč Gejts: Prilično dobro, zar ne?
09:13
Well, they didn't stop there --
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E pa, nisu se zaustavili ovde.
09:15
they localized it into 18 different languages.
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Lokalizovali su ovu priču na 18 različitih jezika.
09:17
And it went number one on the pop chart
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Pesma je postala hit broj jedan na pop listama
09:19
in 17 countries.
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u 17 država.
09:22
It reminds me of a song that I remember from my childhood,
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Podseća me na pesmu koje se sećam iz detinjstva
09:25
"I'd Like to Teach the World to Sing,"
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"I'd Like to Teach the World to Sing,"
09:28
that also went number one on the pop charts.
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koja je takođe bila broj jedan na pop listama.
09:31
Both songs have something in common:
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Obe pesme imaju nešto zajedničko
09:34
that same appeal
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- poziv na
09:36
of celebration and unity.
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slavlje i ujedinjenje.
09:40
So how does health and development market?
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A kako se vrši marketing za zdravlje i razvoj?
09:43
Well, it's based on avoidance,
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On se zasniva na izbegavanju,
09:46
not aspirations.
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ne težnji ka nečemu.
09:48
I'm sure you've heard some of these messages.
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Sigurna sam da ste čuli neke od ovih poruka.
09:50
"Use a condom, don't get AIDS."
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"Koristite kondom, da ne dobijete AIDS".
09:53
"Wash you hands, you might not get diarrhea."
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"Perite ruke, da ne dobijete dijareju."
09:56
It doesn't sound anything like "Wavin' Flag" to me.
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Ni malo ne podsećaju na "Wavin' Flag".
10:01
And I think we make a fundamental mistake --
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Mislim da pravimo fundamentalnu grešku
10:03
we make an assumption,
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time što pretpostavljamo
10:05
that we think that, if people need something,
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da, ako je ljudima nešto potrebno,
10:07
we don't have to make them want that.
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mi ne treba da se potrudimo da oni tu stvar i žele.
10:10
And I think that's a mistake.
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Mislim da u tome grešimo.
10:12
And there's some indications around the world that this is starting to change.
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Postoje, ipak, neki pokazatelji da se ta situacija menja.
10:15
One example is sanitation.
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Jedan od primera je održavanje higijene.
10:18
We know that a million and a half children
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Znamo da milion i po dece
10:20
die a year from diarrhea
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umire godišnje od dijareje,
10:22
and a lot of it is because of open defecation.
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i mnogo njih strada zbog otvorenih mesta za vršenje nužde.
10:25
But there's a solution: you build a toilet.
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Za to postoji rešenje: napravi se toalet.
10:28
But what we're finding around the world, over and over again,
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Ali ono što se iznova i iznova dešava je
10:31
is, if you build a toilet and you leave it there,
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da se na mestima gde je to potrebno, naprave toaleti,
10:34
it doesn't get used.
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koje, međutim, niko ne koristi.
10:36
People reuse it for a slab for their home.
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Ljudi ih iskoriste kao ploču za kuću.
10:38
They sometimes store grain in it.
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Ponekad skladište žito u njima.
10:40
I've even seen it used for a chicken coop.
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Videla sam čak i da su jedan toalet pretvorili u kokošinjac.
10:42
(Laughter)
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(Smeh)
10:44
But what does marketing really entail
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Pa, kako možemo da iskoristimo marketing
10:46
that would make a sanitation solution get a result in diarrhea?
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da se borimo protiv dijareje sanitarnim rešenjima?
10:49
Well, you work with the community.
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Prvo, potrebno je raditi unutar zajednice,
10:51
You start to talk to them about why open defecation
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razgovarati sa ljudima o tome da otvorena mesta za vršenje nužde
10:53
is something that shouldn't be done in the village,
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ne bi trebalo da postoje unutar sela,
10:55
and they agree to that.
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i oni će se složiti sa tim.
10:57
But then you take the toilet and you position it
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Zatim im predstavite toalet
11:00
as a modern, trendy convenience.
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kao modernu i trendi pogodnost.
11:03
One state in Northern India has gone so far
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Jedna država u Severnoj Indiji je otišla tako daleko
11:05
as to link toilets to courtship.
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da su napravili vezu između toaleta i udvaranja.
11:08
And it works -- look at these headlines.
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I funkcioniše. Pogledajte naslove.
11:11
(Laughter)
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(Smeh)
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 da se udaju za ljude koji nemaju toalet.
11:19
No loo, no "I do."
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Prvo toalet pokaži, pa ćeš spoznati svadbene draži.
11:22
(Laughter)
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(Smeh)
11:24
Now, it's not just a funny headline --
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Nije to samo još jedan zabavan naslov u novinama.
11:27
it's innovative. It's an innovative marketing campaign.
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To je inovacija. Inovativna marketinška kampanja.
11:30
But more importantly,
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I što je još bitnije,
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 prostorija puna mladih ljudi
11:39
and my husband, Bill.
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i sa njima moj suprug, Bil.
11:41
And can you guess what the young men are waiting for?
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Možete li da pogodite šta ovi mladići čekaju?
11:45
They're waiting to be circumcised.
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Čekaju da budu obrezani.
11:48
Can you you believe that?
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Možete li da poverujete?
11:50
We know that circumcision reduces HIV infection
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Znamo da obrezivanje smanjuje HIV infekciju
11:53
by 60 percent in men.
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za 60% kod muškaraca.
11:55
And when we first heard this result inside the Foundation,
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Kada smo prvi put dobili ove rezultate u Fondaciji,
11:58
I have to admit, Bill and I were scratching our heads a little bit
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moram da priznam, Bil i ja smo se češkali po glavi,
12:00
and we were saying, "But who's going to volunteer for this procedure?"
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pitajući se: "Ko će da se prijavi za ovako nešto?"
12:03
But it turns out the men do,
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Ali ispostavilo se da su se mnogi muškarci podvrgli
12:05
because they're hearing from their girlfriends
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obrezivanju jer su čuli da devojke više
12:07
that they prefer it,
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vole obrezane muškarce,
12:09
and the men also believe it improves their sex life.
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a veruju i da to utiče na bolji seksualni život.
12:13
So if we can start to understand
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Dakle, ako se potrudimo da razumemo
12:16
what people really want
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šta ljudi zaista žele
12:18
in health and development,
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u zdravlju i razvoju,
12:20
we can change communities
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možemo zajednice, pa čak i čitave nacije,
12:22
and we can change whole nations.
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promeniti na bolje.
12:26
Well, why is all of this so important?
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Zašto je sve ovo toliko važno?
12:29
So let's talk about what happens when this all comes together,
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Da pogledamo šta dobijamo
12:32
when you tie the three things together.
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kada ove tri pomenute stvari primenimo zajedno.
12:34
And polio, I think, is one of the most powerful examples.
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Mislim da je primer poliomielitisa jedan od upečatljivijih.
12:38
We've seen a 99 percent reduction in polio in 20 years.
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U proteklih 20 godina postignuto je smanjenje od 99%.
12:42
So if you look back to 1988,
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1988., zabeleženo je oko
12:44
there are about 350,000 cases of polio
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350.000 slučajeva dečije paralize
12:47
on the planet that year.
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na svetu.
12:49
In 2009, we're down to 1,600 cases.
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2009., ta cifra je smanjena na 1.600.
12:52
Well how did that happen?
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Šta se dogodilo?
12:55
Let's look at a country like India.
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Uzmimo Indiju za primer.
12:57
They have over a billion people in this country,
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Tamo živi preko milijardu ljudi,
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 beleže slučajeve paralize,
13:05
and clinicians, a huge reporting system in chemists.
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i kliničare, ogroman sistem izveštavanja kod hemičara.
13:08
They have two and a half million vaccinators.
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Imaju dva i po miliona osoblja koje se bavi vakcinacijom.
13:12
But let me make the story a little bit more concrete for you.
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Ali, učiniću ovu priču malo konkretnijom.
13:14
Let me tell you the story of Shriram,
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Ispričaću vam priču o Šriramu,
13:16
an 18 month boy in Bihar,
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osamnaestomesečnom dečaku iz Bihara,
13:18
a northern state in India.
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severne indijske države.
13:20
This year on August 8th, he felt paralysis
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Osmog avgusta ove godine, osetio je simptome paralize,
13:23
and on the 13th, his parents took him to the doctor.
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a trinaestog su ga roditelji odveli kod doktora.
13:27
On August 14th and 15th, they took a stool sample,
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Četrnaestog i petnaestog mu je uzet uzorak stolice,
13:29
and by the 25th of August,
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i do dvadesetpetog je potvrđeno
13:31
it was confirmed he had Type 1 polio.
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da ima polio tipa 1.
13:34
By August 30th, a genetic test was done,
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Do 30. avgusta je urađen test porekla,
13:37
and we knew what strain of polio Shriram had.
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i znali smo koje su karakteristike paralize koju je Šriram imao.
13:40
Now it could have come from one of two places.
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Postojala su dva potencijalna mesta iz kojih se širila infekcija.
13:42
It could have come from Nepal, just to the north, across the border,
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Iz Nepala, severno, preko granice,
13:45
or from Jharkhand, a state just to the south.
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ili Džarkhanda, države na jugu Indije.
13:48
Luckily, the genetic testing proved
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Srećom, test porekla je pokazao
13:51
that, in fact, this strand came north,
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da se infekcija širila sa severa,
13:53
because, had it come from the south,
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jer, da je dolazila sa juga,
13:55
it would have had a much wider impact in terms of transmission.
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zaraza bi se mnogo brže raširila
13:57
So many more people would have been affected.
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i ugrozila više ljudi.
13:59
So what's the endgame?
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Dakle, kakav je zaključak?
14:01
Well on September 4th, there was a huge mop-up campaign,
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Četvrtog septembra, organizovana je masovna akcija "čišćenja",
14:04
which is what you do in polio.
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tipična za slučajeve pojave poliomielitisa.
14:06
They went out and where Shriram lives,
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Dva miliona ljudi koji žive u oblasti u kojoj živi i Šriram
14:08
they vaccinated two million people.
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je vakcinisano.
14:10
So in less than a month,
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Tako je, za manje od mesec dana,
14:12
we went from one case of paralysis
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postignuta prevencija u vidu ciljanog programa vakcinacije
14:14
to a targeted vaccination program.
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na osnovu samo jednog slučaja poliomielitisa.
14:17
And I'm happy to say only one other person in that area got polio.
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Srećna sam što mogu da kažem da je zabeležen samo još jedan slučaj ovog oboljenja u toj oblasti.
14:20
That's how you keep
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To je način da se spreči
14:22
a huge outbreak from spreading,
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širenje opasne infekcije
14:24
and it shows what can happen
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i pokazuje šta može da se postigne
14:26
when local people have the data in their hands;
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kada lokalno stanovništvo raspolaže relevantim podacima
14:29
they can save lives.
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- oni tako mogu da spasu mnoge živote.
14:32
Now one of the challenges in polio, still, is marketing,
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Jedan od izazova kod dečije paralize je još uvek marketing,
14:35
but it might not be what you think.
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ali to možda nije baš ono na šta mislite.
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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Nije to davanje saveta roditeljima:
14:41
"If you see paralysis, take your child to the doctor
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"Ako primetite simptome paralize, odvedite dete kod doktora
14:43
or get your child vaccinated."
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ili ga vodite na vakcinaciju."
14:45
We have a problem with marketing in the donor community.
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Imamo problem sa marketingom u zajednici donatora.
14:48
The G8 nations have been incredibly generous on polio
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G8 nacije su bile veoma darežljive kada je reč o poliu
14:50
over the last 20 years,
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u proteklih 20 godina,
14:52
but we're starting to have something called polio fatigue
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ali u poslednje vreme se oseća "zasićenost" ovim problemom,
14:55
and that is that the donor nations
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a to znači da nacije donatori
14:57
aren't willing to fund polio any longer.
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nisu više rade da pružaju pomoć.
14:59
So by next summer, we're sighted to run out of money on polio.
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Do sledećeg leta ćemo ostati bez sredstava za borbu protiv dečije paralize.
15:02
So we are 99 percent
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Prevalili smo put od 99% na
15:05
of the way there on this goal
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putu ka ostvarenju cilja,
15:07
and we're about to run short of money.
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a doći ćemo u situaciju da ostajemo bez novca.
15:10
And I think that if the marketing were more aspirational,
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Ako bi marketing bio malo inspirativniji,
15:13
if we could focus as a community
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ako bismo se, kao zajednica, fokusirali
15:15
on how far we've come
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na to koliko toga je urađeno,
15:17
and how amazing it would be
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i kako bi sjajno bilo
15:19
to eradicate this disease,
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iskoreniti ovu zarazu,
15:21
we could put polio fatigue
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rešili bismo problem "zasićenosti" kao i
15:23
and polio behind us.
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problem same dečije paralize.
15:25
And if we could do that,
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A ako bismo postigli tako nešto,
15:27
we could stop vaccinating everybody, worldwide,
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mogli bismo da prekinemo vakcinaciju protiv
15:29
in all of our countries for polio.
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dečije paralize širom sveta.
15:32
And it would only be the second disease ever
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I bila bi to druga zaraza
15:34
wiped off the face of the planet.
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ikada, koja je potpuno zbrisana sa lica Zemlje.
15:37
And we are so close.
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Tako smo blizu.
15:39
And this victory is so possible.
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I ova pobeda je moguća.
15:43
So if Coke's marketers came to me
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Ako bi me marketinški tim Koka-kole pitao
15:46
and asked me to define happiness,
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koja je moja definicija sreće,
15:50
I'd say my vision of happiness
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rekla bih da je moja vizija sreće
15:52
is a mother holding healthy baby
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majka koja u naručju drži
15:55
in her arms.
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zdravu bebu.
15:57
To me, that is deep happiness.
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Za mene, to je suštinska sreća.
16:02
And so if we can learn lessons from the innovators in every sector,
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Dakle, ako možemo da učimo od inovatora iz svih sektora,
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 sveprisutna
16:12
as Coca-Cola.
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kao i Koka-kola.
16:14
Thank you.
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Hvala.
16:16
(Applause)
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(Aplauz)
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