Melinda French Gates: What nonprofits can learn from Coca-Cola

319,148 views ・ 2010-10-12

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Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Tilen Pigac - EFZG
00:15
One of my favorite parts
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Jedan od mojih omiljenih dijelova
00:17
of my job at the Gates Foundation
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posla za Gates fondaciju
00:19
is that I get to travel to the developing world,
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jest što putujem u zemlje u razvoju,
00:21
and I do that quite regularly.
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i to radim prilično redovito.
00:23
And when I meet the mothers
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I kada sretnem majke
00:25
in so many of these remote places,
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u svim tim udaljenim mjestima,
00:27
I'm really struck by the things
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stvarno sam pogođena stvarima
00:29
that we have in common.
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koje su nam zajedničke.
00:31
They want what we want for our children
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One žele za svoju djecu ono što i mi želimo,
00:34
and that is for their children to grow up successful,
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a to je da djeca odrastaju uspješno,
00:37
to be healthy, and to have a successful life.
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da budu zdrava, i da imaju uspješan život.
00:40
But I also see lots of poverty,
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Ali također vidim puno siromaštva,
00:43
and it's quite jarring,
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i to je priličan nesklad,
00:46
both in the scale and the scope of it.
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u obje dimenzije, razmjeru i obuhvatu.
00:48
My first trip in India, I was in a person's home
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Moj prvi put u Indiju, bila sam u jednom domu
00:51
where they had dirt floors, no running water,
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gdje su imali prljave podove, bez tekuće vode,
00:53
no electricity,
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bez struje,
00:55
and that's really what I see all over the world.
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i to je ono što stvarno vidim širom svijeta.
00:58
So in short, I'm startled by all the things
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Dakle ukratko, začuđena sam mnogim stvarima
01:01
that they don't have.
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koje oni nemaju.
01:04
But I am surprised by one thing that they do have:
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Ali iznenađena sam jednom stvari koju imaju:
01:08
Coca-Cola.
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Coca-Cola.
01:10
Coke is everywhere.
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Cola je svugdje.
01:12
In fact, when I travel to the developing world,
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U stvari, kada putujem u zemlje u razvoju,
01:14
Coke feels ubiquitous.
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Cola je sveprisutna.
01:16
And so when I come back from these trips,
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I kada se vratim s tih putovanja,
01:18
and I'm thinking about development,
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i razmišljam o razvoju,
01:20
and I'm flying home and I'm thinking,
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dok letim kući, razmišljam,
01:22
"We're trying to deliver condoms to people or vaccinations,"
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"Pokušavamo dostaviti kondome ljudima ili cjepiva,"
01:25
you know, Coke's success kind of stops and makes you wonder:
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znate, Colin uspjeh vas natjera da zastanete i zamislite se:
01:28
how is it that they can get Coke
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kako to da mogu dobiti Colu
01:30
to these far-flung places?
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u tim udaljenim mjestima?
01:32
If they can do that,
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Ako to mogu,
01:34
why can't governments and NGOs do the same thing?
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zašto vlade i neprofitne organizacije ne mogu učiniti istu stvar?
01:37
And I'm not the first person to ask this question.
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I ja nisam prva osoba koja je postavila to pitanje.
01:40
But I think, as a community,
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Ali mislim, kao zajednica,
01:42
we still have a lot to learn.
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imamo još uvijek jako puno za učiti.
01:45
It's staggering, if you think about Coca-Cola.
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Zapanjujuće je, ako razmislite o Coca-Coli.
01:47
They sell 1.5 billion servings
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Prodaju 1.5 milijarde porcija
01:50
every single day.
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svaki dan.
01:53
That's like every man, woman and child on the planet
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To je kao da svaki muškarac, žena i dijete na Planetu
01:55
having a serving of Coke every week.
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dobiju po jednu porciju Cole svaki tjedan.
01:58
So why does this matter?
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Zašto je to važno?
02:01
Well, if we're going to speed up the progress
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Dakle, ako ćemo ubrzati napredak
02:04
and go even faster
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i ići još brže
02:06
on the set of Millennium Development Goals that we're set as a world,
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vezano uz Milenijske razvojne ciljeve koje smo si postavili kao svijet,
02:09
we need to learn from the innovators,
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moramo učiti od inovatora,
02:11
and those innovators
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i ti inovatori
02:13
come from every single sector.
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dolaze iz svih sektora.
02:16
I feel that, if we can understand
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Mislim da ako možemo razumijeti
02:18
what makes something like Coca-Cola ubiquitous,
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što čini Coca-Colu sveprisutnom,
02:21
we can apply those lessons then for the public good.
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onda možemo aplicirati te lekcije za javno dobro.
02:26
Coke's success is relevant,
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Colin uspjeh je relevantan,
02:28
because if we can analyze it, learn from it,
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jer ako ga možemo analizirati, ako možemo iz njega naučiti,
02:31
then we can save lives.
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onda možemo spasiti živote.
02:33
So that's why I took a bit of time to study Coke.
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I zato sam si uzela malo vremena kako bi proučila Colu.
02:37
And I think there are really three things
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I mislim kako se sve svodi na tri stvari
02:39
we can take away from Coca-Cola.
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koje možemo uzeti od Coca-Cole.
02:41
They take real-time data
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Oni koriste stvarne podatke
02:43
and immediately feed it back into the product.
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i odmah ih ugrađuju u proizvode.
02:46
They tap into local entrepreneurial talent,
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Oni koriste lokalni poduzetnički talent,
02:49
and they do incredible marketing.
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i imaju sjajan marketing.
02:52
So let's start with the data.
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Dakle, započnimo s podacima.
02:55
Now Coke has a very clear bottom line --
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Cola ima jako jasnu donju crtu.
02:57
they report to a set of shareholders, they have to turn a profit.
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Oni izvještavaju nizu dioničara. Oni moraju stvarati profit.
03:00
So they take the data,
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Tako uzmu podatke,
03:02
and they use it to measure progress.
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i koriste ih kako bi mjerili napredak.
03:04
They have this very continuous feedback loop.
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Imaju te stalne petlje povratnih informacija.
03:06
They learn something, they put it back into the product,
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Nauče nešto, i stave to u proizvod,
03:08
they put it back into the market.
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i onda vrate na tržište.
03:10
They have a whole team called "Knowledge and Insight."
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Imaju cijeli tim koji se naziva "Znanje i shvaćanje".
03:12
It's a lot like other consumer companies.
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Slični su drugim kompanijama usmjerenim na kupce.
03:14
So if you're running Namibia for Coca-Cola,
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Dakle ako vodite Coca-Colu u Namibiji
03:16
and you have a 107 constituencies,
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i imate 107 prodajnih mjesta,
03:18
you know where every can versus bottle
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znate gdje je svaka limenka i boca
03:21
of Sprite, Fanta or Coke was sold,
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Spritea, Fante i Cole prodana,
03:23
whether it was a corner store,
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je li to bilo u dućanu na uglu,
03:25
a supermarket or a pushcart.
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supermarketu ili ručnim kolicima.
03:27
So if sales start to drop,
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Ako vam prodaja počne padati,
03:29
then the person can identify the problem
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onda osoba može identificirati problem
03:31
and address the issue.
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i riješiti problem.
03:34
Let's contrast that for a minute to development.
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Usporedimo to, na trenutak, s razvojem.
03:38
In development, the evaluation comes
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U razvoju, evolucija dolazi
03:41
at the very end of the project.
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na samom kraju projekta.
03:44
I've sat in a lot of those meetings,
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Sjedila sam na svim tim sastancima.
03:46
and by then,
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I do tada,
03:48
it is way too late to use the data.
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prekasno je bilo upotrijebiti podatke.
03:51
I had somebody from an NGO
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Imala sam nekoga iz neprofitne organizacije
03:53
once describe it to me as bowling in the dark.
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koji mi je jednom to opisao kao kuglanje u mraku.
03:55
They said, "You roll the ball, you hear some pins go down.
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Kažu, "Zakotrljaš kuglu, čuješ neke čunjeve koji su pali.
03:58
It's dark, you can't see which one goes down until the lights come on,
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Mrak je, ne znaš koji su pali dok se ne upali svijetlo,
04:01
and then you an see your impact."
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i onda tek vidiš svoj utjecaj."
04:04
Real-time data
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Podaci u realnom vremenu
04:06
turns on the lights.
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pale svjetlo.
04:10
So what's the second thing that Coke's good at?
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Dakle, koja je druga stvar u kojoj je Cola dobra?
04:12
They're good at tapping into
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Oni su dobri u pronalaženju
04:14
that local entrepreneurial talent.
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lokalnog poduzetničkog taleta.
04:16
Coke's been in Africa since 1928,
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Cola je u Africi od 1928.,
04:18
but most of the time they couldn't reach the distant markets,
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ali većinu vremena nisu mogli dosegnuti udaljena tržišta,
04:21
because they had a system that was a lot like in the developed world,
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jer su imali sustav koji je sličan razvijenom svijetu,
04:24
which was a large truck rolling down the street.
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koji je poput velikog kamiona koji se kotrlja cestom.
04:27
And in Africa, the remote places,
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A u Africi, blizu udaljenih mjesta,
04:29
it's hard to find a good road.
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teško je pronaći dobru cestu.
04:31
But Coke noticed something --
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Ali Cola je primjetila nešto.
04:33
they noticed that local people were taking the product, buying it in bulk
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Primjetili su kako lokalni ljudi uzimaju proizvod, kupujući ga u gomilama
04:36
and then reselling it in these hard-to-reach places.
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i prodajući ga ponovno u tim udaljenim mjestima.
04:40
And so they took a bit of time to learn about that.
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I tako su si uzeli malo vremena kako bi naučili nešto o tome.
04:42
And they decided in 1990
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I odlučili su 1990.
04:44
that they wanted to start training the local entrepreneurs,
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da žele započeti trenirati lokalne poduzetnike,
04:46
giving them small loans.
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dajući im male kredite.
04:48
They set them up as what they called micro-distribution centers,
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Oni ih organiziraju u takozvanim mikro-distribucijskim centrima.
04:51
and those local entrepreneurs then hire sales people,
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I ti lokalni poduzetnici onda bi unajmili prodavače,
04:54
who go out with bicycles and pushcarts and wheelbarrows
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koji idu vani s biciklima i ručnim kolicima i kolicima
04:57
to sell the product.
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kako bi prodavali proizvod.
04:59
There are now some 3,000 of these centers
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Sada postoji oko 3.000 tih centara
05:01
employing about 15,000 people in Africa.
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koji zapošljavaju 15.000 ljudi u Africi.
05:05
In Tanzania and Uganda,
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U Tanzaniji i Ugandi,
05:07
they represent 90 percent
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oni predstavljaju 90 posto
05:09
of Coke's sales.
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Coline prodaje.
05:13
Let's look at the development side.
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Pokušajmo to sagledati s razvojne strane.
05:15
What is it that governments and NGOs
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Što je to što vlade i neprofitne organizacije
05:17
can learn from Coke?
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mogu naučiti od Cole?
05:19
Governments and NGOs
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Vlade i neprofitne organizacije
05:21
need to tap into that local entrepreneurial talent as well,
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moraju pronaći lokalni poduzetnički talent također,
05:24
because the locals know how to reach
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jer lokalci znaju kako dosegnuti
05:26
the very hard-to-serve places, their neighbors,
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do jako teških mjesta za poslužiti, njihovih susjeda,
05:29
and they know what motivates them to make change.
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i oni znaju što ih motivira za napraviti promjenu.
05:33
I think a great example of this
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Mislim kako sjajan primjer toga
05:35
is Ethiopia's new health extension program.
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je etiopijski novi zdravstveni ekstenzijski program.
05:38
The government noticed in Ethiopia
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Vlada je primjetila kako je u Etiopiji
05:40
that many of the people were so far away from a health clinic,
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mnogo ljudi jako udaljeno od zdravstvenih ustanova,
05:43
they were over a day's travel away from a health clinic.
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trebalo im je preko jednog dana putovanja da bi do njih došli.
05:46
So if you're in an emergency situation -- or if you're a mom about to deliver a baby --
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Ako ste u hitnoj situaciji, ili ako ste mama koja će se uskoro poroditi,
05:49
forget it, to get to the health care center.
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zaboravite, ne možete doći do ustanove za zdravstvenu njegu.
05:52
They decided that wasn't good enough,
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Odlučili su kako to nije dovoljno dobro.
05:54
so they went to India and studied the Indian state of Kerala
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Tako su otišli u Indiju i proučavali indijsku državu Kerala
05:56
that also had a system like this,
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koja je imala također takav sustav,
05:58
and they adapted it for Ethiopia.
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i prilagodili su ga Etiopiji.
06:00
And in 2003, the government of Ethiopia
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I tako je 2003., vlada u Etiopiji
06:02
started this new system in their own country.
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započela s novim sustavom u svojoj zemlji.
06:05
They trained 35,000 health extension workers
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Istrenirali su 35.000 zdravstveno esktenzijskih radnika
06:08
to deliver care directly to the people.
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koji su isporučivali brigu direktno ljudima.
06:11
In just five years,
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U samo pet godina,
06:13
their ratio went from one worker for every 30,000 people
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njihov omjer je otišao od jedog radnika na svakih 30.000 ljudi
06:17
to one worker for every 2,500 people.
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do jednog radnika na 2.500 ljudi.
06:22
Now, think about
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Sada, razmislite o
06:24
how this can change people's lives.
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tome kako to može promijeniti živote ljudi.
06:27
Health extension workers can help with so many things,
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Zdravstveno ekstenzijski radnici mogu pomoći s toliko puno stvari,
06:30
whether it's family planning, prenatal care,
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bilo da se radi o planiranju obitelji, prenatalnoj brizi,
06:33
immunizations for the children,
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cjepivima za djecu,
06:35
or advising the woman to get to the facility on time
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ili savjetovanju žena kako da dođu do ustanova na vrijeme
06:38
for an on-time delivery.
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ne bi li porodile na vrijeme.
06:41
That is having real impact
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To ima stvaran utjecaj
06:43
in a country like Ethiopia,
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na zemlje poput Etiopije,
06:45
and it's why you see their child mortality numbers
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i to je razlog zašto vidite da je njihova stopa mortaliteta djece
06:48
coming down 25 percent
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opala za 25 posto
06:50
from 2000 to 2008.
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od 2000. do 2008.
06:53
In Ethiopia, there are hundreds of thousands of children living
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U Etiopiji, postoji stotine tisuća djece koja žive
06:56
because of this health extension worker program.
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zbog programa zdravstveno ekstenzijskih radnika.
07:00
So what's the next step for Ethiopia?
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Dakle koji je slijedeći korak za Etiopiju?
07:02
Well, they're already starting talk about this.
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Oni već započinju pričati o tome.
07:04
They're starting to talk about, "How do you have the health community workers
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Počinju pričati o, "Kako bi bilo kada bi zdravstveni radnici u tim zajednicama mogli
07:07
generate their own ideas?
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generirati vlastite ideje?
07:09
How do you incent them based on the impact that they're getting
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Kako ih možete potaknuti s obzirom na utjecaj koji imaju
07:11
out in those remote villages?"
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u tim udaljenim selima?"
07:14
That's how you tap into local entrepreneurial talent
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To je način da privučete lokalni poduzetnički talent
07:17
and you unlock people's potential.
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i oslobodite ljudski potencijal.
07:22
The third component of Coke's success
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Treća komponenta Colina uspjeha
07:24
is marketing.
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je marketing.
07:26
Ultimately, Coke's success
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Ultimativno, Colin uspjeh
07:28
depends on one crucial fact
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ovisi o ključnoj činjenici,
07:30
and that is that people want
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a to je da ljudi žele
07:32
a Coca-Cola.
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Coca-Colu.
07:34
Now the reason these micro-entrepreneurs
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Sada, razlog zbog kojeg ti mikro-poduzetnici
07:36
can sell or make a profit
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mogu prodavati ili stvarati profit
07:38
is they have to sell every single bottle in their pushcart or their wheelbarrow.
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jest što moraju prodati svaku bocu u svojim kolicima.
07:41
So, they rely on Coca-Cola
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Tako se oni pouzdaju u Coca-Colu
07:44
in terms of its marketing,
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u smislu marketinga.
07:46
and what's the secret to their marketing?
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A što je tajna njihova marketinga?
07:49
Well, it's aspirational.
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Dakle, to je nada.
07:51
It is associated that product
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Povezana je s njihovim proizvodom
07:53
with a kind of life that people want to live.
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s načinom života koji ljudi žele živjeti.
07:56
So even though it's a global company,
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Dakle, premda se radi o globalnoj kompaniji,
07:58
they take a very local approach.
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oni imaju jako lokalni pristup.
08:01
Coke's global campaign slogan
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Colin globalni promotivni slogan
08:03
is "Open Happiness."
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je "Otvorena sreća".
08:05
But they localize it.
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Ali oni je lokaliziraju.
08:07
And they don't just guess what makes people happy;
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I oni ne pogađaju samo što ljude čini sretnima,
08:09
they go to places like Latin America
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oni idu po mjestima poput Latinske Amerike,
08:11
and they realize that happiness there
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i prepoznaju kako je sreća tamo
08:13
is associated with family life.
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povezana s obiteljskim životom.
08:15
And in South Africa,
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A u Južnoj Africi,
08:17
they associate happiness
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oni povezuju sreću
08:19
with seriti or community respect.
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s [nejasno] i poštivanjem zajednice.
08:23
Now, that played itself out in the World Cup campaign.
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To se vidjelo u njihovoj kampanji za Svjetsko prvenstvo.
08:26
Let's listen to this song that Coke created for it,
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Poslušajmo pjesmu koju je Cola kreirala za to,
08:28
"Wavin' Flag" by a Somali hip hop artist.
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"Mahanje zastavom" od somalijskog hip-hop umjetnika.
08:32
(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫
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(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫
08:35
♫ Oh oh oh oh oh oh oh oh oh oh ♫
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♫ Oh oh oh oh oh oh oh oh oh oh ♫
08:39
♫ Oh oh oh oh oh o-oh ♫
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♫ Oh oh oh oh oh o-oh ♫
08:41
♫ Oh oh oh oh oh oh oh oh o-oh ♫
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♫ Oh oh oh oh oh oh oh oh o-oh ♫
08:45
♫Give you freedom, give you fire♫
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♫ Daje ti slobodu, daje ti vatru ♫
08:48
♫ Give you reason, take you higher ♫
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♫ Daje ti razlog, vodi te više ♫
08:51
♫ See the champions take the field now ♫
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♫ Vidi prvake kako zauzimaju teren sada ♫
08:54
♫ You define us, make us feel proud ♫
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♫ Vi nas definirate, vi nas činite ponosnim ♫
08:58
♫ In the streets our heads are lifted ♫
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♫ Na ulicama naše glave su podignute ♫
09:01
♫ As we lose our inhibition ♫
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♫ Dok gubimo našu inhibiciju ♫
09:04
♫ Celebration, it's around us ♫
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♫ Proslava je oko nas ♫
09:07
♫ Every nation, all around us ♫
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♫ Svaka nacija, sve oko nas ♫
09:11
Melinda French Gates: It feels pretty good, right?
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Melinda French Gates: Osjećate se prilično dobro, točno?
09:13
Well, they didn't stop there --
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Ali oni se nisu tu zaustavili.
09:15
they localized it into 18 different languages.
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Lokalizirali su to na 18 različitih jezika.
09:17
And it went number one on the pop chart
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I to je postala pjesma broj jedan na pop listama
09:19
in 17 countries.
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u 17 zemalja.
09:22
It reminds me of a song that I remember from my childhood,
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Podsjeća me na pjesmu koje se ja sjećam u djetinjstvu,
09:25
"I'd Like to Teach the World to Sing,"
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"Željela bih naučiti svijet pjevati",
09:28
that also went number one on the pop charts.
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to je također postao broj jedan na pop listama.
09:31
Both songs have something in common:
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Obje pjesme imaju nešto zajedničko:
09:34
that same appeal
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taj isti apel
09:36
of celebration and unity.
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slavlja i jedinstva.
09:40
So how does health and development market?
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Što je sa zdravstvom i razvojem tržišta?
09:43
Well, it's based on avoidance,
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Dakle, ono je bazirano na izbjegavanju,
09:46
not aspirations.
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ne aspiraciji.
09:48
I'm sure you've heard some of these messages.
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Sigurna sam kako ste čuli neke od tih poruka.
09:50
"Use a condom, don't get AIDS."
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"Koristi kondome da ne dobiješ SIDA-u."
09:53
"Wash you hands, you might not get diarrhea."
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"Pereš li ruke, možda nećeš dobiti proljev."
09:56
It doesn't sound anything like "Wavin' Flag" to me.
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Meni to ne zvuči poput "Mahanja zastave".
10:01
And I think we make a fundamental mistake --
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I čini mi se kako radimo fundamentalnu grešku,
10:03
we make an assumption,
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pretpostavljamo,
10:05
that we think that, if people need something,
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mislimo, ako ljudima treba nešto,
10:07
we don't have to make them want that.
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ne trebamo ih natjerati da to žele.
10:10
And I think that's a mistake.
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A ja mislim kako je to greška.
10:12
And there's some indications around the world that this is starting to change.
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I postoje neke indikacije u svijetu kako se to počinje mijenjati.
10:15
One example is sanitation.
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Jedan od primjera je sanitacija.
10:18
We know that a million and a half children
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Znamo kako milijun i pol djece
10:20
die a year from diarrhea
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umire svake godine od dijareje
10:22
and a lot of it is because of open defecation.
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i jako puno njih zbog otvorenih mjesta za nuždu.
10:25
But there's a solution: you build a toilet.
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Ali postoji rješenje: izgradite toalet.
10:28
But what we're finding around the world, over and over again,
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Ali ono što pronalazim širom svijeta, iznova i opet,
10:31
is, if you build a toilet and you leave it there,
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jest, ako izgradite toalet i ostavite ga tamo,
10:34
it doesn't get used.
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nitko ga ne upotrebljava.
10:36
People reuse it for a slab for their home.
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Ljudi ga ponovno koriste za ploču za svoje domove.
10:38
They sometimes store grain in it.
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Ponekad skladište žito u njemu.
10:40
I've even seen it used for a chicken coop.
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Vidjela sam kako ga koriste kao kokošinjac.
10:42
(Laughter)
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(Smijeh)
10:44
But what does marketing really entail
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Ali ono što marketing stvarno zahtjeva
10:46
that would make a sanitation solution get a result in diarrhea?
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što bi učinilo da sanitacijska rješenja rezultiraju s dijarejom?
10:49
Well, you work with the community.
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Radite sa zajednicom.
10:51
You start to talk to them about why open defecation
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Počnete s njima pričati kako otvorena mjesta za nuždu
10:53
is something that shouldn't be done in the village,
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nisu nešto što bi se trebalo obavljati u selu,
10:55
and they agree to that.
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i oni se slože s time.
10:57
But then you take the toilet and you position it
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I onda uzmete toalet i pozicionirate ga
11:00
as a modern, trendy convenience.
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kao moderno, trendovsko mjesto.
11:03
One state in Northern India has gone so far
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Jedna država u sjevernoj Indiji je otišla toliko daleko
11:05
as to link toilets to courtship.
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da je povezala toalete s udvaranjem.
11:08
And it works -- look at these headlines.
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I to funkcionira. Pogledajte te naslove.
11:11
(Laughter)
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(Smijeh)
11:15
I'm not kidding.
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Ne šalim se.
11:17
Women are refusing to marry men without toilets.
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Žene odbijaju udati se za muškarce bez toaleta.
11:19
No loo, no "I do."
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Nema zahoda, nema moga "da".
11:22
(Laughter)
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(Smijeh)
11:24
Now, it's not just a funny headline --
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Nije to samo zabavni naslov.
11:27
it's innovative. It's an innovative marketing campaign.
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To je inovativno. To je inovativna marketinška kampanja.
11:30
But more importantly,
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Ali još važnije,
11:32
it saves lives.
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spašava živote.
11:35
Take a look at this --
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Pogledajte ovo.
11:37
this is a room full of young men
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Ovo je soba puna mladih muškaraca
11:39
and my husband, Bill.
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i moj muž Bill.
11:41
And can you guess what the young men are waiting for?
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I možete pogoditi što mladi muškarci čekaju?
11:45
They're waiting to be circumcised.
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Oni čekaju da ih se obreže.
11:48
Can you you believe that?
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Možete li to vjerovati?
11:50
We know that circumcision reduces HIV infection
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Znamo kako obrezivanje smanjuje mogućnost HIV infekcije
11:53
by 60 percent in men.
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60 posto kod muškaraca.
11:55
And when we first heard this result inside the Foundation,
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I kada smo prvi puta čuli taj rezultat u Fondaciji,
11:58
I have to admit, Bill and I were scratching our heads a little bit
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moram priznati, Bill i ja smo se malo počeškali po glavama,
12:00
and we were saying, "But who's going to volunteer for this procedure?"
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i rekli smo, "Ali tko će se dobrovoljno javiti za tu proceduru?"
12:03
But it turns out the men do,
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Ali ispalo je kako se muškarci prijavljuju,
12:05
because they're hearing from their girlfriends
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jer čuju od svojih cura
12:07
that they prefer it,
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kako one to preferiraju,
12:09
and the men also believe it improves their sex life.
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a muškarci također vjeruju kako im to poboljšava seksualni život.
12:13
So if we can start to understand
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Dakle ako možemo započeti shvaćati
12:16
what people really want
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što ljudi stvarno žele
12:18
in health and development,
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u zdravstvu i razvoju,
12:20
we can change communities
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možemo promijeniti zajednice
12:22
and we can change whole nations.
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i možemo promijeniti cijele nacije.
12:26
Well, why is all of this so important?
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Dakle zašto je sve to toliko važno?
12:29
So let's talk about what happens when this all comes together,
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Idemo razgovarati što se događa kada se sve to zbroji,
12:32
when you tie the three things together.
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kada se povežu te tri stvari zajedno.
12:34
And polio, I think, is one of the most powerful examples.
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I polio, mislim, je jedan od najsnažnijih primjera.
12:38
We've seen a 99 percent reduction in polio in 20 years.
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Vidjeli smo 99 postotno smanjenje u poliju u 20 godina.
12:42
So if you look back to 1988,
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Dakle ako pogledate unatrag u 1988.,
12:44
there are about 350,000 cases of polio
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postoji 350.000 slučajeva polija
12:47
on the planet that year.
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na Planetu te godine.
12:49
In 2009, we're down to 1,600 cases.
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U 2009., smanjili smo to na 1.600 slučajeva.
12:52
Well how did that happen?
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Kako se to dogodilo?
12:55
Let's look at a country like India.
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Pogledajmo zemlje poput Indije.
12:57
They have over a billion people in this country,
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Imaju preko milijardu ljudi u toj zemlji,
13:00
but they have 35,000 local doctors
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ali imaju 35.000 lokalnih doktora
13:03
who report paralysis,
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koji izvještavaju o paralizi,
13:05
and clinicians, a huge reporting system in chemists.
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i kliničara, veliki sustav izvještavanja kod kemičara.
13:08
They have two and a half million vaccinators.
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Oni imaju dva i pol milijuna cjepiva.
13:12
But let me make the story a little bit more concrete for you.
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Ali učinimo priču malo konkretnijom za vas.
13:14
Let me tell you the story of Shriram,
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Dozvolite da vam ispričam priču o Shriram,
13:16
an 18 month boy in Bihar,
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18 mjesečnom dječaku u Biharu,
13:18
a northern state in India.
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sjevernoj državi Indije.
13:20
This year on August 8th, he felt paralysis
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Ove godine 08. kolovoza, osjetio je paralizu,
13:23
and on the 13th, his parents took him to the doctor.
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i 13-og, roditelji su ga odveli doktoru.
13:27
On August 14th and 15th, they took a stool sample,
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14. i 15. kolovoza su uzeli uzorak stolice,
13:29
and by the 25th of August,
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i do 25. kolovoza,
13:31
it was confirmed he had Type 1 polio.
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potvrđeno je kako se radi o poliju tipa 1.
13:34
By August 30th, a genetic test was done,
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Do 20. kolovoza, napravljeno je genetsko testiranje,
13:37
and we knew what strain of polio Shriram had.
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i znali smo koja svojstva polija Shriram ima.
13:40
Now it could have come from one of two places.
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To je moglo doći iz jednog ili dva mjesta.
13:42
It could have come from Nepal, just to the north, across the border,
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Moglo je doći iz Nepala, koji je na sjevernoj granici,
13:45
or from Jharkhand, a state just to the south.
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ili iz Jharkhand, države koja se nalazi na jugu.
13:48
Luckily, the genetic testing proved
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Srećom, genetsko testiranje je dokazalo
13:51
that, in fact, this strand came north,
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kako je, u stvari, struja došla sa sjevera,
13:53
because, had it come from the south,
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jer, da je došla s juga,
13:55
it would have had a much wider impact in terms of transmission.
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imala bi puno širi utjecaj u smislu širenja.
13:57
So many more people would have been affected.
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Tako da bi bitno više ljudi bilo zaraženo.
13:59
So what's the endgame?
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Dakle koji je zaključak?
14:01
Well on September 4th, there was a huge mop-up campaign,
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04. rujna, bila je velika kampanja koju smo privodili kraju,
14:04
which is what you do in polio.
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o tome što trebate napraviti kada imate polijo.
14:06
They went out and where Shriram lives,
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Izašli su van i, tamo gdje Shriram živi,
14:08
they vaccinated two million people.
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cijepili su dva milijuna ljudi.
14:10
So in less than a month,
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Dakle u manje od mjesec dana,
14:12
we went from one case of paralysis
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došli smo od jednog slučaja paralize
14:14
to a targeted vaccination program.
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do ciljanog programa cijepljenja.
14:17
And I'm happy to say only one other person in that area got polio.
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I sretna sam što mogu izjaviti kako je još samo jedna osoba u tom području dobila polijo.
14:20
That's how you keep
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To je način kako zadržati
14:22
a huge outbreak from spreading,
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veliku opasnost da se proširi,
14:24
and it shows what can happen
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i pokazuje što se može dogoditi
14:26
when local people have the data in their hands;
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kada lokalni ljudi imaju podatke u svojim rukama;
14:29
they can save lives.
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onda mogu spasiti živote.
14:32
Now one of the challenges in polio, still, is marketing,
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Jedan od najvećih izazova oko polija je, još uvijek, marketing,
14:35
but it might not be what you think.
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ali to nije ono što biste možda mislili.
14:37
It's not the marketing on the ground.
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To nije direktni marketing.
14:39
It's not telling the parents,
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Ne radi se o tome da kažete roditeljima,
14:41
"If you see paralysis, take your child to the doctor
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"Ako vidite paralizu, odvedite svoje dijete doktoru
14:43
or get your child vaccinated."
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ili cjepite se."
14:45
We have a problem with marketing in the donor community.
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Mi imamo problema s marketingom u donatorskoj zajednici.
14:48
The G8 nations have been incredibly generous on polio
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G8 nacije su bile izuzetno velikodušne kada je riječ o poliju
14:50
over the last 20 years,
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u zadnjih 20 godina,
14:52
but we're starting to have something called polio fatigue
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ali sada imamo nešto što se zove zasičenost polijem,
14:55
and that is that the donor nations
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a to je da donatorske nacije
14:57
aren't willing to fund polio any longer.
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nisu spremne više financirati polijo.
14:59
So by next summer, we're sighted to run out of money on polio.
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Tako ćemo do slijedećeg ljeta, ostati bez novca za polijo.
15:02
So we are 99 percent
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Sada smo na 99 posto
15:05
of the way there on this goal
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ostvarenja cilja,
15:07
and we're about to run short of money.
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i ostati ćemo bez novca.
15:10
And I think that if the marketing were more aspirational,
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I mislim kada bi naš marketing bio više aspiracijski,
15:13
if we could focus as a community
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kada bi se mogli fokusirati na zajednicu
15:15
on how far we've come
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na to koliko daleko smo došli
15:17
and how amazing it would be
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i koliko bi sjajno bilo
15:19
to eradicate this disease,
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izbrisati tu bolest,
15:21
we could put polio fatigue
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mogli bi zasičenost polijem
15:23
and polio behind us.
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i polijo staviti iza nas.
15:25
And if we could do that,
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I kada bismo to mogli napraviti,
15:27
we could stop vaccinating everybody, worldwide,
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mogli bi prestati cijepiti sve, širom svijeta,
15:29
in all of our countries for polio.
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u svim zemljama gdje postoji opasnost od polija.
15:32
And it would only be the second disease ever
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I to bi bila druga bolest u povijesti
15:34
wiped off the face of the planet.
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koja bi bila obrisana s lica planeta.
15:37
And we are so close.
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A mi smo tako blizu.
15:39
And this victory is so possible.
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I pobjeda je tako moguća.
15:43
So if Coke's marketers came to me
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Dakle ako bi Colini marketingaši došli do mene
15:46
and asked me to define happiness,
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i pitali me da definiram sreću,
15:50
I'd say my vision of happiness
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rekla bih kako je moja vizija sreće
15:52
is a mother holding healthy baby
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da majka drži zdravo dijete
15:55
in her arms.
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u svom naručju.
15:57
To me, that is deep happiness.
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Za mene to je duboka sreća.
16:02
And so if we can learn lessons from the innovators in every sector,
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I ako možemo naučiti lekcije od inovatora u svakom sektoru,
16:05
then in the future we make together,
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onda u budućnosti koju gradimo zajedno,
16:08
that happiness
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ta sreća
16:10
can be just as ubiquitous
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može biti toliko sveprisutna
16:12
as Coca-Cola.
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kao i Coca-Cola.
16:14
Thank you.
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Hvala vam.
16:16
(Applause)
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(Pljesak)
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