TEDGlobal 2011
Amy Lockwood: Selling condoms in the Congo
艾美·洛克胡：係剛果賣安全套
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HIV係剛果民主共和國系一個嚴重問題，救助機構已經向該國提供大量免費同平價安全套，但系用嘅人卻少之又少。點解？“改革營銷者”艾美·洛克胡提出了顛覆傳統慈善模式嘅驚人答案。（部分圖像不適宜工作場合。）
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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我系一個改革營銷者
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and I now work in international development.
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依家從事國際發展
00:20
In October, I spent some time in the Democratic Republic of Congo,
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今年10月，我去咗剛果民主共和國
00:23
which is the [second] largest country in Africa.
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非洲（第二）最大嘅國家
00:25
In fact, it's as large as Western Europe,
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事實上佢同西歐差唔多大
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but it only has 300 miles of paved roads.
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但築路長度只有300英里
00:32
The DRC is a dangerous place.
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剛果系一個危險的地方
00:34
In the past 10 years, five million people have died
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過去10年，已有五百萬人喪生係
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due to a war in the east.
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東部嘅戰亂之中
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But war isn't the only reason
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但導致人民生活困難嘅
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that life is difficult in the DRC.
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並非只有戰爭
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There are many health issues as well.
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仲有好多健康問題
00:45
In fact, the HIV prevalence rate
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事實上，係成年人中
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is 1.3 percent among adults.
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HIV感染率系1.3%
00:50
This might not sound like a large number,
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聽上去唔算多
00:52
but in a country with 76 million people,
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但係一個有7千6百萬人口嘅國家
00:55
it means there are 930,000 that are infected.
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呢個數字就表示有93萬人受到感染
00:59
And due to the poor infrastructure,
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由於公共設施落後
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only 25 percent of those
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只有25%嘅患者
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are receiving the life-saving drugs that they need.
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獲得賴以生存嘅藥物
01:06
Which is why, in part,
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呢個亦系捐贈機構
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donor agencies provide condoms
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以低價或免費提供安全套嘅
01:10
at low or no cost.
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部分原因
01:12
And so while I was in the DRC,
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所以係剛果期間
01:14
I spent a lot of time talking to people about condoms,
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我花咗大量時間同居民談論安全套
01:16
including Damien.
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包括狄米恩
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Damien runs a hotel outside of Kinshasa.
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狄米恩係金沙薩周邊經營酒店
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It's a hotel that's only open until midnight,
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佢間酒店淨系開到午夜
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so it's not a place that you stay.
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所以唔系用嚟過夜嘅
01:25
But it is a place where sex workers and their clients come.
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性工作者同佢地嘅客人系呢度嘅常客
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Now Damien knows all about condoms,
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狄米恩好瞭解安全套
01:31
but he doesn't sell them.
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但系佢唔賣
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He said there's just not in demand.
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佢話根本冇人買
01:35
It's not surprising,
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咁唔出奇
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because only three percent of people in the DRC
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因為係剛果，只有3%嘅人
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use condoms.
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使用安全套
01:41
Joseph and Christine,
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約瑟同克莉絲汀
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who run a pharmacy where they sell a number of these condoms,
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佢地開嘅藥鋪有賣安全套
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said despite the fact that donor agencies provide them at low or no cost,
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佢地話雖然捐贈機構提供咗廉價甚至免費嘅安全套
01:49
and they have marketing campaigns that go along with them,
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仲做咗相應嘅宣傳
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their customers don't buy the branded versions.
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但客人都唔買呢啲有牌子嘅
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They like the generics.
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反而鐘意冇牌子個啲
01:57
And as a marketer, I found that curious.
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作為營銷者，我覺得好奇怪
02:00
And so I started to look at what the marketing looked like.
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於是我開始研究佢地嘅營銷策略
02:03
And it turns out that there are three main messages
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結果發現捐贈機構嘅安全套廣告
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used by the donor agencies for these condoms:
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主要包含三種信息
02:10
fear, financing and fidelity.
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恐懼，經濟同忠誠
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They name the condoms things like Vive, "to live"
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安全套嘅名包括“生命萬歲”
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or Trust.
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同“信任”
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They package it with the red ribbon
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佢哋用印有紅絲帶包裝
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that reminds us of HIV,
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見到就會諗起HIV
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put it in boxes that remind you who paid for them,
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放係箱入面提醒你邊個系供應者
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show pictures of your wife or husband
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又印有妻子或丈夫的照片
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and tell you to protect them
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提醒你要保護配偶
02:32
or to act prudently.
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或謹慎行動
02:35
Now these are not the kinds of things that someone is thinking about
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呢啲都唔系一個人購買安全套之前
02:38
just before they go get a condom.
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所諗嘅嘢
02:40
(Laughter)
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（笑聲）
02:44
What is it that you think about
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你係買安全套之前
02:46
just before you get a condom?
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會諗啲乜嘢？
02:48
Sex!
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性！
02:51
And the private companies that sell condoms in these places,
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係呢度銷售安全套嘅私營公司
02:54
they understand this.
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瞭解呢一點
02:56
Their marketing is slightly different.
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佢地嘅宣傳策略有所不同
02:59
The name might not be much different,
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名稱可能差唔多
03:01
but the imagery sure is.
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但包裝就差好遠
03:03
Some brands are aspirational,
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有啲牌子雄心勃勃
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and certainly the packaging is incredibly provocative.
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包裝極具誘惑
03:10
And this made me think
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於是我諗到
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that perhaps the donor agencies had just missed out
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可能捐贈機構冇捉住
03:15
on a key aspect of marketing:
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市場營銷嘅一個重點
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understanding who's the audience.
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就系要認清客戶群
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And for donor agencies, unfortunately,
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對於捐贈機構嚟講，好不幸
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the audience tends to be
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佢地嘅客戶
03:25
people that aren't even in the country they're working [in].
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並唔系佢地所幫助嘅國家嘅人
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It's people back home,
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而系佢地嘅同胞
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people that support their work,
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系支持佢地工作嘅人
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people like these.
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類似呢啲
03:34
But if what we're really trying to do
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但系如果我地真正要做嘅
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is stop the spread of HIV,
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系阻止HIV嘅傳播
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we need to think about the customer,
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我地就要考慮到客戶
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the people whose behavior needs to change --
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個啲行為需要做出改變嘅人
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the couples,
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包括夫妻
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the young women, the young men --
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年輕女子，年輕男子
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whose lives depend on it.
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呢點關係到佢地嘅生命安全
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And so the lesson is this:
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我地學到嘅教訓就系
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it doesn't really matter what you're selling;
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你賣乜嘢唔緊要
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you just have to think about who is your customer,
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但你要思考邊個系你嘅客戶
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and what are the messages
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你要傳遞乜嘢信息
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that are going to get them to change their behavior.
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嚟令到佢地改變行為模式
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It might just save their lives.
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咁樣可能會救佢地一命
04:05
Thank you.
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多謝
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