TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
Amy Lockwood: 在剛果出售安全套
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在剛果民主共和國, 愛滋病是一個嚴重的問題，援助機構已經在剛果大量提供著免費和廉價的安全套。但很少有人使用它們。為什麼呢？ 「 改革營銷員」Amy Lockwood提供了一個翻倒慈善事業傳統模式的一個驚人答案。 （有些NSFW[不適合工作間]的圖像。）
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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我是一個改革市場營銷員，
00:17
and I now work in international development.
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我現在致力於國際市場的拓展。
00:20
In October, I spent some time in the Democratic Republic of Congo,
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在10月份，我在剛果民主共和國花了一段時間，
00:23
which is the [second] largest country in Africa.
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這是非洲第二大國家。
00:25
In fact, it's as large as Western Europe,
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事實上，它與西歐一樣大，
00:28
but it only has 300 miles of paved roads.
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但它只有300公里的路面有鋪平了的道路。
00:32
The DRC is a dangerous place.
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剛果民主共和國是一個危險的地方。
00:34
In the past 10 years, five million people have died
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在過去的10年，東部地區有500萬人
00:37
due to a war in the east.
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死於戰爭
00:39
But war isn't the only reason
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但戰爭不是當地人
00:41
that life is difficult in the DRC.
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生活艱難的唯一的原因。
00:43
There are many health issues as well.
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那裡還有許多健康的問題。
00:45
In fact, the HIV prevalence rate
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事實上，愛滋病毒感染率
00:47
is 1.3 percent among adults.
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在成年人中佔1.3％。
00:50
This might not sound like a large number,
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這聽上去不像一個大數目，
00:52
but in a country with 76 million people,
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但在一個擁有7600萬人口的國家，
00:55
it means there are 930,000 that are infected.
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這意味著有93萬人感染。
00:59
And due to the poor infrastructure,
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由於基礎設施差，
01:01
only 25 percent of those
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只有25％的人
01:03
are receiving the life-saving drugs that they need.
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可以獲得他們需要的藥物。
01:06
Which is why, in part,
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這就是為什麼
01:08
donor agencies provide condoms
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部分捐助機構提供成本低
01:10
at low or no cost.
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或免費的安全套。
01:12
And so while I was in the DRC,
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所以我在剛果時
01:14
I spent a lot of time talking to people about condoms,
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我花了很多時間對人談論安全套，
01:16
including Damien.
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包括Damien。
01:18
Damien runs a hotel outside of Kinshasa.
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Damien管理着一所在金沙薩以外的酒店。
01:21
It's a hotel that's only open until midnight,
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這所酒店只提供服務到午夜，
01:23
so it's not a place that you stay.
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它不是一個你會過夜的地方。
01:25
But it is a place where sex workers and their clients come.
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它是一個性工作者和客戶來的地方。
01:29
Now Damien knows all about condoms,
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Damien對安全套很了解，
01:31
but he doesn't sell them.
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但他並不出售安全套。
01:33
He said there's just not in demand.
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他說因為沒有需求。
01:35
It's not surprising,
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這並不奇怪，
01:37
because only three percent of people in the DRC
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因為在剛果只有3％的人
01:39
use condoms.
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使用安全套。
01:41
Joseph and Christine,
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Joseph和Christine，
01:43
who run a pharmacy where they sell a number of these condoms,
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他們擁有的一所藥店裡出售這些安全套，
01:45
said despite the fact that donor agencies provide them at low or no cost,
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儘管事實上捐助機構提供成本低或免費的安全套，
01:49
and they have marketing campaigns that go along with them,
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還有提供推銷的活動，
01:52
their customers don't buy the branded versions.
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他們的客戶卻不買帶品牌的。
01:55
They like the generics.
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他們喜歡通用的品牌。
01:57
And as a marketer, I found that curious.
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作為一個營銷員，這令我感到好奇。
02:00
And so I started to look at what the marketing looked like.
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我開始看看產品的營銷看起來像什麼。
02:03
And it turns out that there are three main messages
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事實證明，這些安全套的捐助機構
02:06
used by the donor agencies for these condoms:
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所使用的三個主要信息是：
02:10
fear, financing and fidelity.
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恐懼，財政和忠誠度。
02:14
They name the condoms things like Vive, "to live"
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他們的安全套稱號大多是「萬歲」, 「活著」
02:18
or Trust.
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或「信賴」。
02:20
They package it with the red ribbon
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他們的包裝採用紅絲帶，
02:22
that reminds us of HIV,
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提醒使用者關於愛滋病，
02:24
put it in boxes that remind you who paid for them,
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然後,盒面提醒你是誰支付它們的，
02:28
show pictures of your wife or husband
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又印著如妻子或丈夫的照片，
02:30
and tell you to protect them
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告訴你，應保護他們,
02:32
or to act prudently.
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或應謹慎行事。
02:35
Now these are not the kinds of things that someone is thinking about
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這些都不是人們在去弄取一個安全套之前
02:38
just before they go get a condom.
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思考的事情。
02:40
(Laughter)
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（笑聲）
02:44
What is it that you think about
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你認為去弄取一個安全套之前
02:46
just before you get a condom?
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應在想什麼？
02:48
Sex!
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性！
02:51
And the private companies that sell condoms in these places,
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在這些地方賣安全套的私營公司，
02:54
they understand this.
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他們明白這一點。
02:56
Their marketing is slightly different.
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他們的營銷略有不同。
02:59
The name might not be much different,
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名稱可能不會有太大的不同，
03:01
but the imagery sure is.
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但肯定的是圖像大有不同。
03:03
Some brands are aspirational,
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有些品牌名稱很有鼓動力
03:06
and certainly the packaging is incredibly provocative.
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當然包裝是令人難以置信的富有刺激性。
03:10
And this made me think
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這使我想到，
03:12
that perhaps the donor agencies had just missed out
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或許捐助機構錯過了
03:15
on a key aspect of marketing:
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一個營銷的關鍵：
03:17
understanding who's the audience.
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了解用戶是誰。
03:20
And for donor agencies, unfortunately,
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不幸的是，對於捐助機構，
03:23
the audience tends to be
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觀眾往往不是
03:25
people that aren't even in the country they're working [in].
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屬於他們正在工作的國家中的人。
03:27
It's people back home,
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是家鄉的人，
03:29
people that support their work,
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支持他們的工作的人，
03:31
people like these.
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這些人。
03:34
But if what we're really trying to do
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但如果我們真正想要做的是
03:36
is stop the spread of HIV,
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阻止艾愛病毒的蔓延，
03:39
we need to think about the customer,
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我們需要想到的客戶，
03:41
the people whose behavior needs to change --
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是那些需要改變的人們--
03:44
the couples,
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夫婦，
03:46
the young women, the young men --
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年輕的婦女，青年男子 --
03:48
whose lives depend on it.
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他們的生機依賴於它。
03:51
And so the lesson is this:
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因此,教訓是這樣的：
03:53
it doesn't really matter what you're selling;
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無論你真正在賣什麼，
03:56
you just have to think about who is your customer,
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你只要想想誰是你的客戶，
03:59
and what are the messages
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用什麼樣的話語
04:01
that are going to get them to change their behavior.
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能夠讓他們改變自己的行為。
04:03
It might just save their lives.
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這才可能挽救他們的生命。
04:05
Thank you.
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謝謝。
04:07
(Applause)
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(掌聲)
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