ABOUT THE SPEAKER
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.

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.

More profile about the speaker
Amy Lockwood | Speaker | TED.com
TEDGlobal 2011

Amy Lockwood: Selling condoms in the Congo

Amy Lockwood: 在剛果出售安全套

Filmed:
923,043 views

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。)
- 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

Double-click the English transcript below to play the video.

00:15
I am a reformed改革 marketer營銷,
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我是一個改革市場營銷員,
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and I now work in international國際 development發展.
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我現在致力於國際市場的拓展。
00:20
In October十月, I spent花費 some time in the Democratic民主的 Republic共和國 of Congo剛果,
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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哪一個 is the [second第二] largest最大 country國家 in Africa非洲.
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這是非洲第二大國家。
00:25
In fact事實, it's as large as Western西 Europe歐洲,
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事實上,它與西歐一樣大,
00:28
but it only has 300 miles英里 of paved鋪砌 roads道路.
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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剛果(金) is a dangerous危險 place地點.
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剛果民主共和國是一個危險的地方。
00:34
In the past過去 10 years年份, five million百萬 people have died死亡
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在過去的10年,東部地區有500萬人
00:37
due應有 to a war戰爭 in the east.
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死於戰爭
00:39
But war戰爭 isn't the only reason原因
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但戰爭不是當地人
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that life is difficult in the DRC剛果(金).
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生活艱難的唯一的原因。
00:43
There are many許多 health健康 issues問題 as well.
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那裡還有許多健康的問題。
00:45
In fact事實, the HIVHIV prevalence流行 rate
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事實上,愛滋病毒感染率
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is 1.3 percent百分 among其中 adults成年人.
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在成年人中佔1.3%。
00:50
This might威力 not sound聲音 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國家 with 76 million百萬 people,
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但在一個擁有7600萬人口的國家,
00:55
it means手段 there are 930,000 that are infected感染.
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這意味著有93萬人感染。
00:59
And due應有 to the poor較差的 infrastructure基礎設施,
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由於基礎設施差,
01:01
only 25 percent百分 of those
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只有25%的人
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are receiving接收 the life-saving救生 drugs毒品 that they need.
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可以獲得他們需要的藥物。
01:06
Which哪一個 is why, in part部分,
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這就是為什麼
01:08
donor捐贈者 agencies機構 provide提供 condoms避孕套
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部分捐助機構提供成本低
01:10
at low or no cost成本.
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或免費的安全套。
01:12
And so while I was in the DRC剛果(金),
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所以我在剛果時
01:14
I spent花費 a lot of time talking to people about condoms避孕套,
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我花了很多時間對人談論安全套,
01:16
including包含 Damien達米安.
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包括Damien。
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Damien達米安 runs運行 a hotel旅館 outside of Kinshasa金沙薩.
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Damien管理着一所在金沙薩以外的酒店。
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It's a hotel旅館 that's only open打開 until直到 midnight午夜,
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這所酒店只提供服務到午夜,
01:23
so it's not a place地點 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地點 where sex性別 workers工人 and their clients客戶 come.
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它是一個性工作者和客戶來的地方。
01:29
Now Damien達米安 knows知道 all about condoms避孕套,
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Damien對安全套很了解,
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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需求.
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他說因為沒有需求。
01:35
It's not surprising奇怪,
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這並不奇怪,
01:37
because only three percent百分 of people in the DRC剛果(金)
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因為在剛果只有3%的人
01:39
use condoms避孕套.
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使用安全套。
01:41
Joseph約瑟夫 and Christine克里斯汀,
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Joseph和Christine,
01:43
who run a pharmacy藥店 where they sell a number of these condoms避孕套,
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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儘管 the fact事實 that donor捐贈者 agencies機構 provide提供 them at low or no cost成本,
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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營銷 campaigns活動 that go along沿 with them,
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還有提供推銷的活動,
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their customers顧客 don't buy購買 the branded品牌 versions版本.
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他們的客戶卻不買帶品牌的。
01:55
They like the generics仿製藥.
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他們喜歡通用的品牌。
01:57
And as a marketer營銷, I found發現 that curious好奇.
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作為一個營銷員,這令我感到好奇。
02:00
And so I started開始 to look at what the marketing營銷 looked看著 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主要 messages消息
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事實證明,這些安全套的捐助機構
02:06
used by the donor捐贈者 agencies機構 for these condoms避孕套:
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所使用的三個主要信息是:
02:10
fear恐懼, financing融資 and fidelity保真度.
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恐懼,財政和忠誠度。
02:14
They name名稱 the condoms避孕套 things like Vive萬歲, "to live生活"
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他們的安全套稱號大多是「萬歲」, 「活著」
02:18
or Trust相信.
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或「信賴」。
02:20
They package it with the red ribbon色帶
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他們的包裝採用紅絲帶,
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that reminds提醒 us of HIVHIV,
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提醒使用者關於愛滋病,
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put it in boxes盒子 that remind提醒 you who paid支付 for them,
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然後,盒面提醒你是誰支付它們的,
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show顯示 pictures圖片 of your wife妻子 or husband丈夫
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又印著如妻子或丈夫的照片,
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and tell you to protect保護 them
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告訴你,應保護他們,
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or to act法案 prudently謹慎.
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或應謹慎行事。
02:35
Now these are not the kinds of things that someone有人 is thinking思維 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避孕套.
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思考的事情。
02:40
(Laughter笑聲)
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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避孕套?
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應在想什麼?
02:48
Sex性別!
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性!
02:51
And the private私人的 companies公司 that sell condoms避孕套 in these places地方,
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在這些地方賣安全套的私營公司,
02:54
they understand理解 this.
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他們明白這一點。
02:56
Their marketing營銷 is slightly different不同.
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他們的營銷略有不同。
02:59
The name名稱 might威力 not be much different不同,
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名稱可能不會有太大的不同,
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but the imagery意象 sure is.
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但肯定的是圖像大有不同。
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Some brands品牌 are aspirational抱負,
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有些品牌名稱很有鼓動力
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and certainly當然 the packaging打包 is incredibly令人難以置信 provocative挑釁.
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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製作 me think
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這使我想到,
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that perhaps也許 the donor捐贈者 agencies機構 had just missed錯過 out
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或許捐助機構錯過了
03:15
on a key aspect方面 of marketing營銷:
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一個營銷的關鍵:
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understanding理解 who's誰是 the audience聽眾.
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了解用戶是誰。
03:20
And for donor捐贈者 agencies機構, unfortunately不幸,
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不幸的是,對於捐助機構,
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the audience聽眾 tends趨向 to be
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觀眾往往不是
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people that aren't even in the country國家 they're working加工 [in].
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屬於他們正在工作的國家中的人。
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It's people back home,
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是家鄉的人,
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people that support支持 their work,
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支持他們的工作的人,
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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
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is stop the spread傳播 of HIVHIV,
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阻止艾愛病毒的蔓延,
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we need to think about the customer顧客,
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我們需要想到的客戶,
03:41
the people whose誰的 behavior行為 needs需求 to change更改 --
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是那些需要改變的人們--
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the couples情侶,
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夫婦,
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the young年輕 women婦女, the young年輕 men男人 --
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年輕的婦女,青年男子 --
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whose誰的 lives生活 depend依靠 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:
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it doesn't really matter what you're selling銷售;
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無論你真正在賣什麼,
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you just have to think about who is your customer顧客,
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你只要想想誰是你的客戶,
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and what are the messages消息
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用什麼樣的話語
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that are going to get them to change更改 their behavior行為.
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能夠讓他們改變自己的行為。
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It might威力 just save保存 their lives生活.
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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掌聲)
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(掌聲)
Translated by Ana Choi
Reviewed by Jenny Yang

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ABOUT THE SPEAKER
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.

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.

More profile about the speaker
Amy Lockwood | Speaker | TED.com