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

艾美·洛克胡:係剛果賣安全套

Filmed:
923,043 views

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。)
- 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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我系一個改革營銷者
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and I now work in international國際 development發展.
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依家從事國際發展
00:20
In October十月, I spent some time in the Democratic民主 Republic共和國 of Congo剛果,
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今年10月,我去咗剛果民主共和國
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which is the [second第二] largest最大 country國家 in Africa非洲.
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非洲(第二)最大嘅國家
00:25
In fact事實, it's as large as Western西方 Europe歐洲,
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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英里 of paved roads道路.
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但築路長度只有300英里
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The DRC剛果民主共和國 is a dangerous危險 place地方.
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剛果系一個危險的地方
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In the past過去 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由于 to a war戰爭 in the east.
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東部嘅戰亂之中
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But war戰爭 isn't the only reason原因
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但導致人民生活困難嘅
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that life is difficult困難 in the DRC剛果民主共和國.
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並非只有戰爭
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There are many好多 health健康 issues個問題 as well.
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仲有好多健康問題
00:45
In fact事實, the HIVHiv prevalence流行 rate
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事實上,係成年人中
00:47
is 1.3 percent百分比 among之間 adults成人.
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HIV感染率系1.3%
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This might可能 not sound聲音 like a large number數量,
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聽上去唔算多
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but in a country國家 with 76 million people,
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但係一個有7千6百萬人口嘅國家
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it means意味着 there are 930,000 that are infected感染.
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呢個數字就表示有93萬人受到感染
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And due由于 to the poor可憐 infrastructure基礎設施,
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由於公共設施落後
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only 25 percent百分比 of those
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只有25%嘅患者
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are receiving接收 the life-saving救生 drugs藥物 that they need.
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獲得賴以生存嘅藥物
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Which is why, in part部分,
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呢個亦系捐贈機構
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donor agencies機構 provide提供 condoms避孕套
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以低價或免費提供安全套嘅
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at low or no cost成本.
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部分原因
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And so while I was in the DRC剛果民主共和國,
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所以係剛果期間
01:14
I spent a lot of time talking講嘢 to people about condoms避孕套,
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我花咗大量時間同居民談論安全套
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including包括 Damien戴民.
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包括狄米恩
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Damien戴民 runs運行 a hotel酒店 outside外面 of Kinshasa金沙薩.
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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酒店 that's only open打開 until直到 midnight午夜,
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佢間酒店淨系開到午夜
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so it's not a place地方 that you stay.
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所以唔系用嚟過夜嘅
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But it is a place地方 where sex workers工人 and their佢哋 clients客戶 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戴民 knows all about condoms避孕套,
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狄米恩好瞭解安全套
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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需求.
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佢話根本冇人買
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It's not surprising令人驚訝,
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咁唔出奇
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because only three percent百分比 of people in the DRC剛果民主共和國
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因為係剛果,只有3%嘅人
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use condoms避孕套.
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使用安全套
01:41
Joseph约瑟夫 and Christine克莉絲汀,
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約瑟同克莉絲汀
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who run運行 a pharmacy葯學 where they sell a number數量 of these condoms避孕套,
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佢地開嘅藥鋪有賣安全套
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said despite儘管 the fact事實 that donor agencies機構 provide提供 them at low or no cost成本,
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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營銷 campaigns活動 that go along沿 with them,
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仲做咗相應嘅宣傳
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their佢哋 customers客戶 don't buy the branded品牌 versions版本.
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但客人都唔買呢啲有牌子嘅
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They like the generics泛型.
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反而鐘意冇牌子個啲
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And as a marketer營銷, I found發現 that curious好奇.
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作為營銷者,我覺得好奇怪
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And so I started初時 to look at what the marketing營銷 looked like.
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於是我開始研究佢地嘅營銷策略
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And it turns輪流 out that there are three main主要 messages消息
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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機構 for these condoms避孕套:
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主要包含三種信息
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fear恐懼, financing融資 and fidelity忠誠.
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恐懼,經濟同忠誠
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They name名字 the condoms避孕套 things like Vive萬歲, "to live"
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安全套嘅名包括“生命萬歲”
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or Trust信任.
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同“信任”
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They package it with the red ribbon絲帶
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佢哋用印有紅絲帶包裝
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that reminds us of HIVHiv,
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見到就會諗起HIV
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put it in boxes that remind you who paid支付 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顯示 pictures圖片 of your wife妻子 or husband老公
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又印有妻子或丈夫的照片
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and tell you to protect保護 them
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提醒你要保護配偶
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or to act行為 prudently審慎.
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或謹慎行動
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Now these are not the kinds of things that someone有人 is thinking思維 about
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呢啲都唔系一個人購買安全套之前
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just before they go get a condom避孕套.
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所諗嘅嘢
02:40
(Laughter笑聲)
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(笑聲)
02:44
What is it that you think about
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你係買安全套之前
02:46
just before you get a condom避孕套?
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會諗啲乜嘢?
02:48
Sex!
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性!
02:51
And the private私人 companies公司 that sell condoms避孕套 in these places地方,
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係呢度銷售安全套嘅私營公司
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they understand理解 this.
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瞭解呢一點
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Their佢哋 marketing營銷 is slightly different不同.
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佢地嘅宣傳策略有所不同
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The name名字 might可能 not be much different不同,
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名稱可能差唔多
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but the imagery圖像 sure is.
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但包裝就差好遠
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Some brands品牌 are aspirational期望,
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有啲牌子雄心勃勃
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and certainly梗係 the packaging包裝 is incredibly令人難以置信 provocative挑釁.
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包裝極具誘惑
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And this made作出 me think
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於是我諗到
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that perhaps或者 the donor agencies機構 had just missed錯過 out
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可能捐贈機構冇捉住
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on a key關鍵 aspect方面 of marketing營銷:
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市場營銷嘅一個重點
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understanding理解 who's邊個係 the audience觀眾.
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就系要認清客戶群
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And for donor agencies機構, unfortunately不幸,
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對於捐贈機構嚟講,好不幸
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the audience觀眾 tends往往 to be
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佢地嘅客戶
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people that aren't唔係 even in the country國家 they're working工作 [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支持 their佢哋 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
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But if what we're really trying試圖 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傳播 of HIVHiv,
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系阻止HIV嘅傳播
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we need to think about the customer客戶,
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我地就要考慮到客戶
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the people whose behavior行為 needs需要 to change --
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個啲行為需要做出改變嘅人
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the couples夫婦,
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包括夫妻
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the young年輕 women婦女, the young年輕 men男人 --
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年輕女子,年輕男子
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whose lives生活 depend依賴 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個問題 what you're selling銷售;
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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客戶,
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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消息
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你要傳遞乜嘢信息
04:01
that are going to get them to change their佢哋 behavior行為.
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嚟令到佢地改變行為模式
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It might可能 just save their佢哋 lives生活.
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咁樣可能會救佢地一命
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Thank you.
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多謝
04:07
(Applause掌聲)
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(掌聲)

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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