TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
艾米·洛克伍德：在刚果销售避孕套
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艾滋病在刚果民主共和国是个严重的问题，大批援助机构进入这个国家，带来了免费或者低价的避孕套却没有多少人使用，为什么？“营销改革家”艾米·洛克伍德提出了一个不同寻常的答案，颠覆了慈善事业的传统模式。（内含不适合工作场所的图片）
Amy Lockwood - Global development worker
Amy Lockwood is the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems. Full bio
Amy Lockwood is the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems. Full bio
Double-click the English transcript below to play the video.
00:15
I am a reformed marketer,
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我是一个营销改革家
00:17
and I now work in international development.
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我现在致力于国际拓展
00:20
In October, I spent some time in the Democratic Republic of Congo,
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今年10月份，我在刚果民主共和国待了一段时间
00:23
which is the [second] largest country in Africa.
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它是非洲第二大的国家
00:25
In fact, it's as large as Western Europe,
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国土面积和西欧差不多
00:28
but it only has 300 miles of paved roads.
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却只有300英里（约480公里）柏油路
00:32
The DRC is a dangerous place.
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那是个危险的地方
00:34
In the past 10 years, five million people have died
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近十年里，东部地区有500万人
00:37
due to a war in the east.
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死于战争
00:39
But war isn't the only reason
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但是战争不是当地人
00:41
that life is difficult in the DRC.
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生活艰难的唯一原因
00:43
There are many health issues as well.
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还有许多健康原因
00:45
In fact, the HIV prevalence rate
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事实上，艾滋病在成人中的
00:47
is 1.3 percent among adults.
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患病率为1.3%
00:50
This might not sound like a large number,
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这听起来不是一个很大的比率
00:52
but in a country with 76 million people,
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但在一个仅有7600万人的国家
00:55
it means there are 930,000 that are infected.
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就意味着93万人被感染
00:59
And due to the poor infrastructure,
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加之基础设施又非常落后
01:01
only 25 percent of those
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因此只有25%的患者
01:03
are receiving the life-saving drugs that they need.
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可以获得所需的药物
01:06
Which is why, in part,
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这也是为什么
01:08
donor agencies provide condoms
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部分捐赠机构提供免费或低价的
01:10
at low or no cost.
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避孕套
01:12
And so while I was in the DRC,
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因此我在那里的时候
01:14
I spent a lot of time talking to people about condoms,
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花了大量时间和人们讨论避孕套的话题
01:16
including Damien.
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包括和达米安
01:18
Damien runs a hotel outside of Kinshasa.
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达米安在金沙萨外经营着一家酒店
01:21
It's a hotel that's only open until midnight,
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它只营业到午夜
01:23
so it's not a place that you stay.
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因此它不是一个过夜的地方
01:25
But it is a place where sex workers and their clients come.
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但却是性工作者和其客户光顾的地方
01:29
Now Damien knows all about condoms,
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达米安很了解避孕套
01:31
but he doesn't sell them.
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却不销售
01:33
He said there's just not in demand.
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他说因为没什么需求
01:35
It's not surprising,
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这并不奇怪
01:37
because only three percent of people in the DRC
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因为只有3%的当地人使用
01:39
use condoms.
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避孕套
01:41
Joseph and Christine,
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约瑟夫和克莉丝汀
01:43
who run a pharmacy where they sell a number of these condoms,
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经营着一家药房并且销售避孕套
01:45
said despite the fact that donor agencies provide them at low or no cost,
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他们说尽管捐赠机构提供免费或者价低价的避孕套
01:49
and they have marketing campaigns that go along with them,
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同时还进行宣传活动
01:52
their customers don't buy the branded versions.
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但是他们的客户却不买有商标的
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They like the generics.
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他们喜欢没有品牌的
01:57
And as a marketer, I found that curious.
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作为一名营销人员我对此很好奇
02:00
And so I started to look at what the marketing looked like.
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因此我开始对营销进行观察
02:03
And it turns out that there are three main messages
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捐助机构在宣传他们的避孕套的时候
02:06
used by the donor agencies for these condoms:
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遵循三条主旨思想
02:10
fear, financing and fidelity.
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恐惧，经济，忠诚
02:14
They name the condoms things like Vive, "to live"
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他们给避孕套起类似有活力的之类的名字
02:18
or Trust.
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或信任
02:20
They package it with the red ribbon
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他们用红丝带包装
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that reminds us of HIV,
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警示我们艾滋病毒
02:24
put it in boxes that remind you who paid for them,
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把它放入这样的盒子中提醒你这是谁捐赠的
02:28
show pictures of your wife or husband
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配有妻子或者丈夫的照片
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and tell you to protect them
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告诉你要保护他们
02:32
or to act prudently.
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或保持谨慎
02:35
Now these are not the kinds of things that someone is thinking about
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这些事情可不是一个人去买避孕套之前
02:38
just before they go get a condom.
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所想的事情
02:40
(Laughter)
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（笑声）
02:44
What is it that you think about
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那你们在得到避孕套前
02:46
just before you get a condom?
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都在想什么呢？
02:48
Sex!
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性！
02:51
And the private companies that sell condoms in these places,
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在这些地区销售避孕套的私营公司
02:54
they understand this.
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他们深知这一点
02:56
Their marketing is slightly different.
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他们的营销策略稍有不同
02:59
The name might not be much different,
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名称也许没有太多不同
03:01
but the imagery sure is.
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但是图标却不同
03:03
Some brands are aspirational,
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有些牌子目标远大
03:06
and certainly the packaging is incredibly provocative.
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同时包装设计极富煽动性
03:10
And this made me think
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这就启发我思考
03:12
that perhaps the donor agencies had just missed out
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也许捐助机构恰恰没抓住
03:15
on a key aspect of marketing:
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营销学上的一个要点：
03:17
understanding who's the audience.
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了解谁是你的客户
03:20
And for donor agencies, unfortunately,
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遗憾的是，对于捐助机构来说
03:23
the audience tends to be
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他们的客户
03:25
people that aren't even in the country they're working [in].
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不是他们现在工作所在国的这些人
03:27
It's people back home,
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是在后方的人
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people that support their work,
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是赞助他们的人
03:31
people like these.
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是这些人们
03:34
But if what we're really trying to do
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但是如果我们真正要做的
03:36
is stop the spread of HIV,
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是阻止艾滋病的传播
03:39
we need to think about the customer,
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那么我们就要考虑到客户
03:41
the people whose behavior needs to change --
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考虑到那些需要改变其行为的人--
03:44
the couples,
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夫妻
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the young women, the young men --
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年轻妇女，青年男子--
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whose lives depend on it.
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考虑到那些以此为生的人
03:51
And so the lesson is this:
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因此关键在于：
03:53
it doesn't really matter what you're selling;
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你卖的是什么东西并不重要
03:56
you just have to think about who is your customer,
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你要考虑的是谁是你的客户群
03:59
and what are the messages
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以及让他们做出改变
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that are going to get them to change their behavior.
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的原因是什么
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It might just save their lives.
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也许这样就能挽救他们的生命了。
04:05
Thank you.
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谢谢
04:07
(Applause)
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（掌声）
ABOUT THE SPEAKER
Amy Lockwood - Global development workerAmy Lockwood is the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems.
Why you should listen
Amy Lockwood is the deputy director of the Center for Innovation in Global Health at Stanford's School of Medicine, where she works in management, strategy and international development focused on issues of global health.
Before coming to Stanford, Lockwood was the Executive Director of Project Healthy Children, which works with governments and local industries in Haiti, Honduras, Liberia, Malawi, Nepal and Rwanda to develop and implement comprehensive food fortification strategies to combat micronutrient malnutrition. She has also worked with the Clinton Foundation as the Director of the Global Pediatric HIV/AIDS Program and Deputy Country Director for India, where she was responsible for supporting governments to develop strategies and implementation plans; design guidelines; build systems, procure drugs and diagnostics; and deliver care to HIV-positive children and adults.
Amy Lockwood | Speaker | TED.com