and I now work in international development.

我是一個改革市場營銷員，

In October, I spent some time in the Democratic Republic of Congo,

我現在致力於國際市場的拓展。

which is the [second] largest country in Africa.

在10月份，我在剛果民主共和國花了一段時間，

In fact, it's as large as Western Europe,

這是非洲第二大國家。

but it only has 300 miles of paved roads.

事實上，它與西歐一樣大，

The DRC is a dangerous place.

但它只有300公里的路面有鋪平了的道路。

In the past 10 years, five million people have died

剛果民主共和國是一個危險的地方。

due to a war in the east.

在過去的10年，東部地區有500萬人

But war isn't the only reason

死於戰爭

that life is difficult in the DRC.

但戰爭不是當地人

There are many health issues as well.

生活艱難的唯一的原因。

In fact, the HIV prevalence rate

那裡還有許多健康的問題。

is 1.3 percent among adults.

事實上，愛滋病毒感染率

This might not sound like a large number,

在成年人中佔1.3％。

but in a country with 76 million people,

這聽上去不像一個大數目，

it means there are 930,000 that are infected.

但在一個擁有7600萬人口的國家，

And due to the poor infrastructure,

這意味著有93萬人感染。

only 25 percent of those

由於基礎設施差，

are receiving the life-saving drugs that they need.

只有25％的人

Which is why, in part,

可以獲得他們需要的藥物。

donor agencies provide condoms

這就是為什麼

at low or no cost.

部分捐助機構提供成本低

And so while I was in the DRC,

或免費的安全套。

I spent a lot of time talking to people about condoms,

所以我在剛果時

including Damien.

我花了很多時間對人談論安全套，

Damien runs a hotel outside of Kinshasa.

包括Damien。

It's a hotel that's only open until midnight,

Damien管理着一所在金沙薩以外的酒店。

so it's not a place that you stay.

這所酒店只提供服務到午夜，

But it is a place where sex workers and their clients come.

它不是一個你會過夜的地方。

Now Damien knows all about condoms,

它是一個性工作者和客戶來的地方。

but he doesn't sell them.

Damien對安全套很了解，

He said there's just not in demand.

但他並不出售安全套。

It's not surprising,

他說因為沒有需求。

because only three percent of people in the DRC

這並不奇怪，

use condoms.

因為在剛果只有3％的人

Joseph and Christine,

使用安全套。

who run a pharmacy where they sell a number of these condoms,

Joseph和Christine，

said despite the fact that donor agencies provide them at low or no cost,

他們擁有的一所藥店裡出售這些安全套，

and they have marketing campaigns that go along with them,

儘管事實上捐助機構提供成本低或免費的安全套，

their customers don't buy the branded versions.

還有提供推銷的活動，

They like the generics.

他們的客戶卻不買帶品牌的。

And as a marketer, I found that curious.

他們喜歡通用的品牌。

And so I started to look at what the marketing looked like.

作為一個營銷員，這令我感到好奇。

And it turns out that there are three main messages

我開始看看產品的營銷看起來像什麼。

used by the donor agencies for these condoms:

事實證明，這些安全套的捐助機構

fear, financing and fidelity.

所使用的三個主要信息是：

They name the condoms things like Vive, "to live"

恐懼，財政和忠誠度。

or Trust.

他們的安全套稱號大多是「萬歲」, 「活著」

They package it with the red ribbon

或「信賴」。

that reminds us of HIV,

他們的包裝採用紅絲帶，

put it in boxes that remind you who paid for them,

提醒使用者關於愛滋病，

show pictures of your wife or husband

然後,盒面提醒你是誰支付它們的，

and tell you to protect them

又印著如妻子或丈夫的照片，

or to act prudently.

告訴你，應保護他們,

Now these are not the kinds of things that someone is thinking about

或應謹慎行事。

just before they go get a condom.

這些都不是人們在去弄取一個安全套之前

(Laughter)

思考的事情。

What is it that you think about

（笑聲）

just before you get a condom?

你認為去弄取一個安全套之前

Sex!

應在想什麼？

And the private companies that sell condoms in these places,

性！

they understand this.

在這些地方賣安全套的私營公司，

Their marketing is slightly different.

他們明白這一點。

The name might not be much different,

他們的營銷略有不同。

but the imagery sure is.

名稱可能不會有太大的不同，

Some brands are aspirational,

但肯定的是圖像大有不同。

and certainly the packaging is incredibly provocative.

有些品牌名稱很有鼓動力

And this made me think

當然包裝是令人難以置信的富有刺激性。

that perhaps the donor agencies had just missed out

這使我想到，

on a key aspect of marketing:

或許捐助機構錯過了

understanding who's the audience.

一個營銷的關鍵：

And for donor agencies, unfortunately,

了解用戶是誰。

the audience tends to be

不幸的是，對於捐助機構，

people that aren't even in the country they're working [in].

觀眾往往不是

It's people back home,

屬於他們正在工作的國家中的人。

people that support their work,

是家鄉的人，

people like these.

支持他們的工作的人，

But if what we're really trying to do

這些人。

is stop the spread of HIV,

但如果我們真正想要做的是

we need to think about the customer,

阻止艾愛病毒的蔓延，

the people whose behavior needs to change --

我們需要想到的客戶，

the couples,

是那些需要改變的人們--

the young women, the young men --

夫婦，

whose lives depend on it.

年輕的婦女，青年男子 --

And so the lesson is this:

他們的生機依賴於它。

it doesn't really matter what you're selling;

因此,教訓是這樣的：

you just have to think about who is your customer,

無論你真正在賣什麼，

and what are the messages

你只要想想誰是你的客戶，

that are going to get them to change their behavior.

用什麼樣的話語

It might just save their lives.

能夠讓他們改變自己的行為。

Thank you.

這才可能挽救他們的生命。

(Applause)

謝謝。