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課程來源:TED
     

 

Amy Lockwood 談剛果的保險套行銷策略

Amy Lockwood: Selling condoms in the Congo

 

Photo of three lions hunting on the Serengeti.

講者:Amy Lockwood

2011年7月演講,2011年9月在TEDGlobal 2011上線

 

翻譯:洪曉慧

編輯:朱學恆

簡繁轉換:洪曉慧

後製:洪曉慧

字幕影片後制:謝旻均

 

影片請按此下載

MAC及手持裝置版本請按此下載

閱讀中文字幕純文字版本

 

關於這場演講

愛滋病在剛果民主共和國是一個嚴重的問題,援助機構在這個國家廣為發放免費及廉價的保險套。但很少人使用。為什麼?「更新版行銷者」Amy Lockwood提出一個足以顛覆慈善事業傳統模式的驚人答案。(影片中含有上班時間不宜觀看的圖片。)

 

關於Amy Lockwood

Amy Lockwood是史丹佛大學全球衛生創新中心副主任,致力於尋找全球性大問題的新解決方案。

 

為什麼要聽她演講

Amy Lockwood是史丹佛醫學院全球衛生創新中心副主任,她的研究重點在於全球衛生問題方面的管理、策略和國際發展。

 

任職於史丹佛大學之前,Lockwood曾擔任兒童保健計劃執行主任,與海地、宏都拉斯、賴比瑞亞、馬拉威、尼泊爾和盧安達政府及當地企業合作,制定並實施全面性的食品營養強化策略,以改善微量營養素缺乏的問題。她也在柯林頓基金會擔任全球兒童愛滋計畫主任及印度區副主任,負責支援各國政府制定策略及實施計劃;設計指南;建立藥品採購及診斷系統;並提供罹患愛滋病的兒童及成人健康照護。

 

Amy Lockwood的英語網上資料

Home: Stanford Global Health

Twitter: @amylockwood

 

[TED科技‧娛樂‧設計]

已有中譯字幕的TED影片目錄(繁體)(簡體)。請注意繁簡目錄是不一樣的。

 

Amy Lockwood 談剛果的保險套行銷策略

我是一位更新版行銷者,目前在國際發展領域工作。10月份時,我在剛果民主共和國待了一段時間。這是非洲最大的國家,事實上,面積跟西歐差不多大,但鋪設完成的路面只有300英哩。剛果是個危險的地方,過去10年當中,有500萬人死於發生在東部的戰爭。但戰爭不是在剛果生存不易的唯一原因。

 

它也有許多健康方面的問題。事實上,在成年人當中,愛滋病感染率是1.3%。這聽起來或許不是個大數目,但在一個擁有7600萬人口的國家,這意味著93萬人受到感染。因為基礎設施的缺乏,其中只有25%的人得以服用他們所需的救命藥物,這就是為什麼部分捐助機構提供人民廉價或免費的保險套。

 

所以,當我在剛果時,花了很多時間與人們談論保險套,包括Damien。Damien在Kinshasa郊區經營一家旅館,這是一間只營業到午夜的旅館,所以並非一個提供住宿的地方,而是性工作者和顧客們前來的地方。現在Damien對保險套已相當瞭解,但他並沒有販售給旅館的顧客,他說根本沒有人需要。這並不奇怪,因為剛果只有3%的人使用保險套。

 

Joseph和Christine經營一家藥局,出售幾種保險套。他們說,儘管事實上捐助機構提供他們廉價或免費的保險套,也會舉辦相關的行銷活動,但顧客卻不會買有品牌的保險套,他們喜歡不帶品牌商標的。

 

身為一位行銷人員,我對此感到好奇,所以我開始觀察他們的行銷方式。結果是,捐助機構藉由這些保險套傳遞三個主要訊息:恐懼、資金提供者和忠實。他們將保險套取名為「萬歲」、「生存」或「信任」等;他們用紅絲帶圖案做包裝,提醒我們愛滋病的威脅;將保險套放在箱子裡,提醒你它是誰捐贈的;印上妻子或丈夫的照片,告訴你要保護他們或謹慎行事。

 

這些都不是人們在取用保險套之前會想到的事。(笑聲)你們認為自己在取用保險套之前想到的什麼?性!在這些地方出售保險套的私人公司明白這一點,他們的行銷方式略有不同,品牌名稱可能大同小異,但圖片肯定是這樣。有些品牌名稱讓人充滿渴望,包裝當然是極度挑逗的。

 

這讓我思考,或許捐助機構忽略了行銷的一個關鍵概念:瞭解對象是誰。對捐助機構來說,不幸的是,對象甚至往往不是他們想推廣國家當中的人,而是在背後支持他們努力的人,像這些人(政客、捐贈者、臨床醫師、慈善援助機構、非政府組織、發展機構、政府慈善基金會)。但如果我們真正試圖做的是阻止愛滋病蔓延,我們必須思考的是顧客,那些行為需要改變的人:夫妻、年輕女性、年輕男性。他們的生命與保險套息息相關。

 

因此,我們從中得到的教訓是,你賣的是什麼根本無關緊要,你只需要思考顧客是什麼人,什麼樣的訊息會讓他們改變自己的行為,這或許能挽救他們的生命。

 

謝謝。

 

(掌聲)

 

以下為系統擷取之英文原文

About this Talk

HIV is a serious problem in the DR Congo, and aid agencies have flooded the country with free and cheap condoms. But few people are using them. Why? "Reformed marketer" Amy Lockwood offers a surprising answer that upends a traditional model of philanthropy. (Some NSFW images.)

About the Speaker

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 and more links

Transcript

I am a reformed marketer, and I now work in international development. In October, I spent some time in the Democratic Republic of Congo, which is the largest country in Africa. In fact, it's as large as Western Europe, but it only has 300 miles of paved roads. The DRC is a dangerous place. In the past 10 years, five million people have died due to a war in the east. But war isn't the only reason that life is difficult in the DRC.

There are many health issues as well. In fact, the HIV prevalence rate is 1.3 percent among adults. This might not sound like a large number, but in a country with 76 million people, it means there are 930,000 that are infected. And due to the poor infrastructure, only 25 percent of those are receiving the life-saving drugs that they need. Which is why, in part, donor agencies provide condoms at low or no cost.

And so while I was in the DRC, I spent a lot of time talking to people about condoms, including Damien. Damien runs a hotel outside of Kinshasa. It's a hotel that's only open until midnight, so it's not a place that you stay. But it is a place where sex workers and their clients come. Now Damien knows all about condoms, but he doesn't sell them. He said there's just not in demand. It's not surprising, because only three percent of people in the DRC use condoms.

Joseph and Christine, who run a pharmacy where they sell a number of these condoms, said despite the fact that donor agencies provide them at low or no cost, and they have marketing campaigns that go along with them, their customers don't buy the branded versions. They like the generics.

And as a marketer, I found that curious. And so I started to look at what the marketing looked like. And it turns out that there are three main messages used by the donor agencies for these condoms: fear, financing and fidelity. They name the condoms things like Vive, "to live" or Trust. They package it with the red ribbon that reminds us of HIV, put it in boxes that remind you who paid for them, show pictures of your wife or husband and tell you to protect them or to act prudently.

Now these are not the kinds of things that someone is thinking about just before they go get a condom. (Laughter) What is it that you think about just before you get a condom? Sex! And the private companies that sell condoms in these places, they understand this. Their marketing is slightly different. The name might not be much different, but the imagery sure is. Some brands are aspirational, and certainly the packaging is incredibly provocative.

And this made me think that perhaps the donor agencies had just missed out on a key aspect of marketing: understanding who's the audience. And for donor agencies, unfortunately, the audience tends to be people that aren't even in the country they're working [in]. It's people back home, people that support their work, people like these. But if what we're really trying to do is stop the spread of HIV, we need to think about the customer, the people whose behavior needs to change -- the couples, the young women, the young men -- whose lives depend on it.

And so the lesson is this: it doesn't really matter what you're selling; you just have to think about who is your customer, and what are the messages that are going to get them to change their behavior. It might just save their lives.

Thank you.

(Applause)
 


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有關本課程的討論

課程討論
这是被道德束缚的慈善。如果被捐赠的避孕套也用上性感的公益图片,后果会怎么样?欧洲不是还有调查显示性是他们的最主要的快乐来源吗?为什么一定要把非洲人民限制在伪道德的框架内,即使是白给的

futuremeng, 2011-11-23 12:49:06
課程討論
做or達到目地的做其實差很大
Anonymous, 2011-11-14 06:25:57

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