0:00:00.000,0:00:02.000
One of my favorite parts

0:00:02.000,0:00:04.000
of my job at the Gates Foundation

0:00:04.000,0:00:06.000
is that I get to travel to the developing world,

0:00:06.000,0:00:08.000
and I do that quite regularly.

0:00:08.000,0:00:10.000
And when I meet the mothers

0:00:10.000,0:00:12.000
in so many of these remote places,

0:00:12.000,0:00:14.000
I'm really struck by the things

0:00:14.000,0:00:16.000
that we have in common.

0:00:16.000,0:00:19.000
They want what we want for our children

0:00:19.000,0:00:22.000
and that is for their children to grow up successful,

0:00:22.000,0:00:25.000
to be healthy, and to have a successful life.

0:00:25.000,0:00:28.000
But I also see lots of poverty,

0:00:28.000,0:00:31.000
and it's quite jarring,

0:00:31.000,0:00:33.000
both in the scale and the scope of it.

0:00:33.000,0:00:36.000
My first trip in India, I was in a person's home

0:00:36.000,0:00:38.000
where they had dirt floors, no running water,

0:00:38.000,0:00:40.000
no electricity,

0:00:40.000,0:00:43.000
and that's really what I see all over the world.

0:00:43.000,0:00:46.000
So in short, I'm startled by all the things

0:00:46.000,0:00:49.000
that they don't have.

0:00:49.000,0:00:52.000
But I am surprised by one thing that they do have:

0:00:53.000,0:00:55.000
Coca-Cola.

0:00:55.000,0:00:57.000
Coke is everywhere.

0:00:57.000,0:00:59.000
In fact, when I travel to the developing world,

0:00:59.000,0:01:01.000
Coke feels ubiquitous.

0:01:01.000,0:01:03.000
And so when I come back from these trips,

0:01:03.000,0:01:05.000
and I'm thinking about development,

0:01:05.000,0:01:07.000
and I'm flying home and I'm thinking,

0:01:07.000,0:01:10.000
"We're trying to deliver condoms to people or vaccinations,"

0:01:10.000,0:01:13.000
you know, Coke's success kind of stops and makes you wonder:

0:01:13.000,0:01:15.000
how is it that they can get Coke

0:01:15.000,0:01:17.000
to these far-flung places?

0:01:17.000,0:01:19.000
If they can do that,

0:01:19.000,0:01:22.000
why can't governments and NGOs do the same thing?

0:01:22.000,0:01:25.000
And I'm not the first person to ask this question.

0:01:25.000,0:01:27.000
But I think, as a community,

0:01:27.000,0:01:30.000
we still have a lot to learn.

0:01:30.000,0:01:32.000
It's staggering, if you think about Coca-Cola.

0:01:32.000,0:01:35.000
They sell 1.5 billion servings

0:01:35.000,0:01:38.000
every single day.

0:01:38.000,0:01:40.000
That's like every man, woman and child on the planet

0:01:40.000,0:01:43.000
having a serving of Coke every week.

0:01:43.000,0:01:46.000
So why does this matter?

0:01:46.000,0:01:49.000
Well, if we're going to speed up the progress

0:01:49.000,0:01:51.000
and go even faster

0:01:51.000,0:01:54.000
on the set of Millennium Development Goals that we're set as a world,

0:01:54.000,0:01:56.000
we need to learn from the innovators,

0:01:56.000,0:01:58.000
and those innovators

0:01:58.000,0:02:01.000
come from every single sector.

0:02:01.000,0:02:03.000
I feel that, if we can understand

0:02:03.000,0:02:06.000
what makes something like Coca-Cola ubiquitous,

0:02:06.000,0:02:09.000
we can apply those lessons then for the public good.

0:02:11.000,0:02:13.000
Coke's success is relevant,

0:02:13.000,0:02:16.000
because if we can analyze it, learn from it,

0:02:16.000,0:02:18.000
then we can save lives.

0:02:18.000,0:02:21.000
So that's why I took a bit of time to study Coke.

0:02:22.000,0:02:24.000
And I think there are really three things

0:02:24.000,0:02:26.000
we can take away from Coca-Cola.

0:02:26.000,0:02:28.000
They take real-time data

0:02:28.000,0:02:31.000
and immediately feed it back into the product.

0:02:31.000,0:02:34.000
They tap into local entrepreneurial talent,

0:02:34.000,0:02:37.000
and they do incredible marketing.

0:02:37.000,0:02:40.000
So let's start with the data.

0:02:40.000,0:02:42.000
Now Coke has a very clear bottom line --

0:02:42.000,0:02:45.000
they report to a set of shareholders, they have to turn a profit.

0:02:45.000,0:02:47.000
So they take the data,

0:02:47.000,0:02:49.000
and they use it to measure progress.

0:02:49.000,0:02:51.000
They have this very continuous feedback loop.

0:02:51.000,0:02:53.000
They learn something, they put it back into the product,

0:02:53.000,0:02:55.000
they put it back into the market.

0:02:55.000,0:02:57.000
They have a whole team called "Knowledge and Insight."

0:02:57.000,0:02:59.000
It's a lot like other consumer companies.

0:02:59.000,0:03:01.000
So if you're running Namibia for Coca-Cola,

0:03:01.000,0:03:03.000
and you have a 107 constituencies,

0:03:03.000,0:03:06.000
you know where every can versus bottle

0:03:06.000,0:03:08.000
of Sprite, Fanta or Coke was sold,

0:03:08.000,0:03:10.000
whether it was a corner store,

0:03:10.000,0:03:12.000
a supermarket or a pushcart.

0:03:12.000,0:03:14.000
So if sales start to drop,

0:03:14.000,0:03:16.000
then the person can identify the problem

0:03:16.000,0:03:18.000
and address the issue.

0:03:19.000,0:03:22.000
Let's contrast that for a minute to development.

0:03:23.000,0:03:26.000
In development, the evaluation comes

0:03:26.000,0:03:29.000
at the very end of the project.

0:03:29.000,0:03:31.000
I've sat in a lot of those meetings,

0:03:31.000,0:03:33.000
and by then,

0:03:33.000,0:03:36.000
it is way too late to use the data.

0:03:36.000,0:03:38.000
I had somebody from an NGO

0:03:38.000,0:03:40.000
once describe it to me as bowling in the dark.

0:03:40.000,0:03:43.000
They said, "You roll the ball, you hear some pins go down.

0:03:43.000,0:03:46.000
It's dark, you can't see which one goes down until the lights come on,

0:03:46.000,0:03:49.000
and then you an see your impact."

0:03:49.000,0:03:51.000
Real-time data

0:03:51.000,0:03:54.000
turns on the lights.

0:03:55.000,0:03:57.000
So what's the second thing that Coke's good at?

0:03:57.000,0:03:59.000
They're good at tapping into

0:03:59.000,0:04:01.000
that local entrepreneurial talent.

0:04:01.000,0:04:03.000
Coke's been in Africa since 1928,

0:04:03.000,0:04:06.000
but most of the time they couldn't reach the distant markets,

0:04:06.000,0:04:09.000
because they had a system that was a lot like in the developed world,

0:04:09.000,0:04:12.000
which was a large truck rolling down the street.

0:04:12.000,0:04:14.000
And in Africa, the remote places,

0:04:14.000,0:04:16.000
it's hard to find a good road.

0:04:16.000,0:04:18.000
But Coke noticed something --

0:04:18.000,0:04:21.000
they noticed that local people were taking the product, buying it in bulk

0:04:21.000,0:04:24.000
and then reselling it in these hard-to-reach places.

0:04:25.000,0:04:27.000
And so they took a bit of time to learn about that.

0:04:27.000,0:04:29.000
And they decided in 1990

0:04:29.000,0:04:31.000
that they wanted to start training the local entrepreneurs,

0:04:31.000,0:04:33.000
giving them small loans.

0:04:33.000,0:04:36.000
They set them up as what they called micro-distribution centers,

0:04:36.000,0:04:39.000
and those local entrepreneurs then hire sales people,

0:04:39.000,0:04:42.000
who go out with bicycles and pushcarts and wheelbarrows

0:04:42.000,0:04:44.000
to sell the product.

0:04:44.000,0:04:46.000
There are now some 3,000 of these centers

0:04:46.000,0:04:49.000
employing about 15,000 people in Africa.

0:04:50.000,0:04:52.000
In Tanzania and Uganda,

0:04:52.000,0:04:54.000
they represent 90 percent

0:04:54.000,0:04:56.000
of Coke's sales.

0:04:58.000,0:05:00.000
Let's look at the development side.

0:05:00.000,0:05:02.000
What is it that governments and NGOs

0:05:02.000,0:05:04.000
can learn from Coke?

0:05:04.000,0:05:06.000
Governments and NGOs

0:05:06.000,0:05:09.000
need to tap into that local entrepreneurial talent as well,

0:05:09.000,0:05:11.000
because the locals know how to reach

0:05:11.000,0:05:14.000
the very hard-to-serve places, their neighbors,

0:05:14.000,0:05:17.000
and they know what motivates them to make change.

0:05:18.000,0:05:20.000
I think a great example of this

0:05:20.000,0:05:23.000
is Ethiopia's new health extension program.

0:05:23.000,0:05:25.000
The government noticed in Ethiopia

0:05:25.000,0:05:28.000
that many of the people were so far away from a health clinic,

0:05:28.000,0:05:31.000
they were over a day's travel away from a health clinic.

0:05:31.000,0:05:34.000
So if you're in an emergency situation -- or if you're a mom about to deliver a baby --

0:05:34.000,0:05:37.000
forget it, to get to the health care center.

0:05:37.000,0:05:39.000
They decided that wasn't good enough,

0:05:39.000,0:05:41.000
so they went to India and studied the Indian state of Kerala

0:05:41.000,0:05:43.000
that also had a system like this,

0:05:43.000,0:05:45.000
and they adapted it for Ethiopia.

0:05:45.000,0:05:47.000
And in 2003, the government of Ethiopia

0:05:47.000,0:05:50.000
started this new system in their own country.

0:05:50.000,0:05:53.000
They trained 35,000 health extension workers

0:05:53.000,0:05:56.000
to deliver care directly to the people.

0:05:56.000,0:05:58.000
In just five years,

0:05:58.000,0:06:02.000
their ratio went from one worker for every 30,000 people

0:06:02.000,0:06:05.000
to one worker for every 2,500 people.

0:06:07.000,0:06:09.000
Now, think about

0:06:09.000,0:06:12.000
how this can change people's lives.

0:06:12.000,0:06:15.000
Health extension workers can help with so many things,

0:06:15.000,0:06:18.000
whether it's family planning, prenatal care,

0:06:18.000,0:06:20.000
immunizations for the children,

0:06:20.000,0:06:23.000
or advising the woman to get to the facility on time

0:06:23.000,0:06:25.000
for an on-time delivery.

0:06:26.000,0:06:28.000
That is having real impact

0:06:28.000,0:06:30.000
in a country like Ethiopia,

0:06:30.000,0:06:33.000
and it's why you see their child mortality numbers

0:06:33.000,0:06:35.000
coming down 25 percent

0:06:35.000,0:06:38.000
from 2000 to 2008.

0:06:38.000,0:06:41.000
In Ethiopia, there are hundreds of thousands of children living

0:06:41.000,0:06:44.000
because of this health extension worker program.

0:06:45.000,0:06:47.000
So what's the next step for Ethiopia?

0:06:47.000,0:06:49.000
Well, they're already starting talk about this.

0:06:49.000,0:06:52.000
They're starting to talk about, "How do you have the health community workers

0:06:52.000,0:06:54.000
generate their own ideas?

0:06:54.000,0:06:56.000
How do you incent them based on the impact that they're getting

0:06:56.000,0:06:59.000
out in those remote villages?"

0:06:59.000,0:07:02.000
That's how you tap into local entrepreneurial talent

0:07:02.000,0:07:05.000
and you unlock people's potential.

0:07:07.000,0:07:09.000
The third component of Coke's success

0:07:09.000,0:07:11.000
is marketing.

0:07:11.000,0:07:13.000
Ultimately, Coke's success

0:07:13.000,0:07:15.000
depends on one crucial fact

0:07:15.000,0:07:17.000
and that is that people want

0:07:17.000,0:07:19.000
a Coca-Cola.

0:07:19.000,0:07:21.000
Now the reason these micro-entrepreneurs

0:07:21.000,0:07:23.000
can sell or make a profit

0:07:23.000,0:07:26.000
is they have to sell every single bottle in their pushcart or their wheelbarrow.

0:07:26.000,0:07:29.000
So, they rely on Coca-Cola

0:07:29.000,0:07:31.000
in terms of its marketing,

0:07:31.000,0:07:34.000
and what's the secret to their marketing?

0:07:34.000,0:07:36.000
Well, it's aspirational.

0:07:36.000,0:07:38.000
It is associated that product

0:07:38.000,0:07:41.000
with a kind of life that people want to live.

0:07:41.000,0:07:43.000
So even though it's a global company,

0:07:43.000,0:07:46.000
they take a very local approach.

0:07:46.000,0:07:48.000
Coke's global campaign slogan

0:07:48.000,0:07:50.000
is "Open Happiness."

0:07:50.000,0:07:52.000
But they localize it.

0:07:52.000,0:07:54.000
And they don't just guess what makes people happy;

0:07:54.000,0:07:56.000
they go to places like Latin America

0:07:56.000,0:07:58.000
and they realize that happiness there

0:07:58.000,0:08:00.000
is associated with family life.

0:08:00.000,0:08:02.000
And in South Africa,

0:08:02.000,0:08:04.000
they associate happiness

0:08:04.000,0:08:07.000
with seriti or community respect.

0:08:08.000,0:08:11.000
Now, that played itself out in the World Cup campaign.

0:08:11.000,0:08:13.000
Let's listen to this song that Coke created for it,

0:08:13.000,0:08:16.000
"Wavin' Flag" by a Somali hip hop artist.

0:08:17.000,0:08:20.000
(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫

0:08:20.000,0:08:24.000
♫ Oh oh oh oh oh oh oh oh oh oh ♫

0:08:24.000,0:08:26.000
♫ Oh oh oh oh oh o-oh ♫

0:08:26.000,0:08:30.000
♫ Oh oh oh oh oh oh oh oh o-oh ♫

0:08:30.000,0:08:33.000
♫Give you freedom, give you fire♫

0:08:33.000,0:08:36.000
♫ Give you reason, take you higher ♫

0:08:36.000,0:08:39.000
♫ See the champions take the field now ♫

0:08:39.000,0:08:43.000
♫ You define us, make us feel proud ♫

0:08:43.000,0:08:46.000
♫ In the streets our heads are lifted ♫

0:08:46.000,0:08:49.000
♫ As we lose our inhibition ♫

0:08:49.000,0:08:52.000
♫ Celebration, it's around us ♫

0:08:52.000,0:08:55.000
♫ Every nation, all around us ♫

0:08:56.000,0:08:58.000
Melinda French Gates: It feels pretty good, right?

0:08:58.000,0:09:00.000
Well, they didn't stop there --

0:09:00.000,0:09:02.000
they localized it into 18 different languages.

0:09:02.000,0:09:04.000
And it went number one on the pop chart

0:09:04.000,0:09:07.000
in 17 countries.

0:09:07.000,0:09:10.000
It reminds me of a song that I remember from my childhood,

0:09:10.000,0:09:13.000
"I'd Like to Teach the World to Sing,"

0:09:13.000,0:09:16.000
that also went number one on the pop charts.

0:09:16.000,0:09:19.000
Both songs have something in common:

0:09:19.000,0:09:21.000
that same appeal

0:09:21.000,0:09:24.000
of celebration and unity.

0:09:25.000,0:09:28.000
So how does health and development market?

0:09:28.000,0:09:31.000
Well, it's based on avoidance,

0:09:31.000,0:09:33.000
not aspirations.

0:09:33.000,0:09:35.000
I'm sure you've heard some of these messages.

0:09:35.000,0:09:38.000
"Use a condom, don't get AIDS."

0:09:38.000,0:09:41.000
"Wash you hands, you might not get diarrhea."

0:09:41.000,0:09:44.000
It doesn't sound anything like "Wavin' Flag" to me.

0:09:46.000,0:09:48.000
And I think we make a fundamental mistake --

0:09:48.000,0:09:50.000
we make an assumption,

0:09:50.000,0:09:52.000
that we think that, if people need something,

0:09:52.000,0:09:55.000
we don't have to make them want that.

0:09:55.000,0:09:57.000
And I think that's a mistake.

0:09:57.000,0:10:00.000
And there's some indications around the world that this is starting to change.

0:10:00.000,0:10:03.000
One example is sanitation.

0:10:03.000,0:10:05.000
We know that a million and a half children

0:10:05.000,0:10:07.000
die a year from diarrhea

0:10:07.000,0:10:10.000
and a lot of it is because of open defecation.

0:10:10.000,0:10:13.000
But there's a solution: you build a toilet.

0:10:13.000,0:10:16.000
But what we're finding around the world, over and over again,

0:10:16.000,0:10:19.000
is, if you build a toilet and you leave it there,

0:10:19.000,0:10:21.000
it doesn't get used.

0:10:21.000,0:10:23.000
People reuse it for a slab for their home.

0:10:23.000,0:10:25.000
They sometimes store grain in it.

0:10:25.000,0:10:27.000
I've even seen it used for a chicken coop.

0:10:27.000,0:10:29.000
(Laughter)

0:10:29.000,0:10:31.000
But what does marketing really entail

0:10:31.000,0:10:34.000
that would make a sanitation solution get a result in diarrhea?

0:10:34.000,0:10:36.000
Well, you work with the community.

0:10:36.000,0:10:38.000
You start to talk to them about why open defecation

0:10:38.000,0:10:40.000
is something that shouldn't be done in the village,

0:10:40.000,0:10:42.000
and they agree to that.

0:10:42.000,0:10:45.000
But then you take the toilet and you position it

0:10:45.000,0:10:48.000
as a modern, trendy convenience.

0:10:48.000,0:10:50.000
One state in Northern India has gone so far

0:10:50.000,0:10:53.000
as to link toilets to courtship.

0:10:53.000,0:10:56.000
And it works -- look at these headlines.

0:10:56.000,0:11:00.000
(Laughter)

0:11:00.000,0:11:02.000
I'm not kidding.

0:11:02.000,0:11:04.000
Women are refusing to marry men without toilets.

0:11:04.000,0:11:07.000
No loo, no "I do."

0:11:07.000,0:11:09.000
(Laughter)

0:11:09.000,0:11:12.000
Now, it's not just a funny headline --

0:11:12.000,0:11:15.000
it's innovative. It's an innovative marketing campaign.

0:11:15.000,0:11:17.000
But more importantly,

0:11:17.000,0:11:19.000
it saves lives.

0:11:20.000,0:11:22.000
Take a look at this --

0:11:22.000,0:11:24.000
this is a room full of young men

0:11:24.000,0:11:26.000
and my husband, Bill.

0:11:26.000,0:11:29.000
And can you guess what the young men are waiting for?

0:11:30.000,0:11:33.000
They're waiting to be circumcised.

0:11:33.000,0:11:35.000
Can you you believe that?

0:11:35.000,0:11:38.000
We know that circumcision reduces HIV infection

0:11:38.000,0:11:40.000
by 60 percent in men.

0:11:40.000,0:11:43.000
And when we first heard this result inside the Foundation,

0:11:43.000,0:11:45.000
I have to admit, Bill and I were scratching our heads a little bit

0:11:45.000,0:11:48.000
and we were saying, "But who's going to volunteer for this procedure?"

0:11:48.000,0:11:50.000
But it turns out the men do,

0:11:50.000,0:11:52.000
because they're hearing from their girlfriends

0:11:52.000,0:11:54.000
that they prefer it,

0:11:54.000,0:11:57.000
and the men also believe it improves their sex life.

0:11:58.000,0:12:01.000
So if we can start to understand

0:12:01.000,0:12:03.000
what people really want

0:12:03.000,0:12:05.000
in health and development,

0:12:05.000,0:12:07.000
we can change communities

0:12:07.000,0:12:10.000
and we can change whole nations.

0:12:11.000,0:12:14.000
Well, why is all of this so important?

0:12:14.000,0:12:17.000
So let's talk about what happens when this all comes together,

0:12:17.000,0:12:19.000
when you tie the three things together.

0:12:19.000,0:12:22.000
And polio, I think, is one of the most powerful examples.

0:12:23.000,0:12:27.000
We've seen a 99 percent reduction in polio in 20 years.

0:12:27.000,0:12:29.000
So if you look back to 1988,

0:12:29.000,0:12:32.000
there are about 350,000 cases of polio

0:12:32.000,0:12:34.000
on the planet that year.

0:12:34.000,0:12:37.000
In 2009, we're down to 1,600 cases.

0:12:37.000,0:12:40.000
Well how did that happen?

0:12:40.000,0:12:42.000
Let's look at a country like India.

0:12:42.000,0:12:45.000
They have over a billion people in this country,

0:12:45.000,0:12:48.000
but they have 35,000 local doctors

0:12:48.000,0:12:50.000
who report paralysis,

0:12:50.000,0:12:53.000
and clinicians, a huge reporting system in chemists.

0:12:53.000,0:12:56.000
They have two and a half million vaccinators.

0:12:57.000,0:12:59.000
But let me make the story a little bit more concrete for you.

0:12:59.000,0:13:01.000
Let me tell you the story of Shriram,

0:13:01.000,0:13:03.000
an 18 month boy in Bihar,

0:13:03.000,0:13:05.000
a northern state in India.

0:13:05.000,0:13:08.000
This year on August 8th, he felt paralysis

0:13:08.000,0:13:11.000
and on the 13th, his parents took him to the doctor.

0:13:12.000,0:13:14.000
On August 14th and 15th, they took a stool sample,

0:13:14.000,0:13:16.000
and by the 25th of August,

0:13:16.000,0:13:19.000
it was confirmed he had Type 1 polio.

0:13:19.000,0:13:22.000
By August 30th, a genetic test was done,

0:13:22.000,0:13:25.000
and we knew what strain of polio Shriram had.

0:13:25.000,0:13:27.000
Now it could have come from one of two places.

0:13:27.000,0:13:30.000
It could have come from Nepal, just to the north, across the border,

0:13:30.000,0:13:33.000
or from Jharkhand, a state just to the south.

0:13:33.000,0:13:36.000
Luckily, the genetic testing proved

0:13:36.000,0:13:38.000
that, in fact, this strand came north,

0:13:38.000,0:13:40.000
because, had it come from the south,

0:13:40.000,0:13:42.000
it would have had a much wider impact in terms of transmission.

0:13:42.000,0:13:44.000
So many more people would have been affected.

0:13:44.000,0:13:46.000
So what's the endgame?

0:13:46.000,0:13:49.000
Well on September 4th, there was a huge mop-up campaign,

0:13:49.000,0:13:51.000
which is what you do in polio.

0:13:51.000,0:13:53.000
They went out and where Shriram lives,

0:13:53.000,0:13:55.000
they vaccinated two million people.

0:13:55.000,0:13:57.000
So in less than a month,

0:13:57.000,0:13:59.000
we went from one case of paralysis

0:13:59.000,0:14:02.000
to a targeted vaccination program.

0:14:02.000,0:14:05.000
And I'm happy to say only one other person in that area got polio.

0:14:05.000,0:14:07.000
That's how you keep

0:14:07.000,0:14:09.000
a huge outbreak from spreading,

0:14:09.000,0:14:11.000
and it shows what can happen

0:14:11.000,0:14:14.000
when local people have the data in their hands;

0:14:14.000,0:14:17.000
they can save lives.

0:14:17.000,0:14:20.000
Now one of the challenges in polio, still, is marketing,

0:14:20.000,0:14:22.000
but it might not be what you think.

0:14:22.000,0:14:24.000
It's not the marketing on the ground.

0:14:24.000,0:14:26.000
It's not telling the parents,

0:14:26.000,0:14:28.000
"If you see paralysis, take your child to the doctor

0:14:28.000,0:14:30.000
or get your child vaccinated."

0:14:30.000,0:14:33.000
We have a problem with marketing in the donor community.

0:14:33.000,0:14:35.000
The G8 nations have been incredibly generous on polio

0:14:35.000,0:14:37.000
over the last 20 years,

0:14:37.000,0:14:40.000
but we're starting to have something called polio fatigue

0:14:40.000,0:14:42.000
and that is that the donor nations

0:14:42.000,0:14:44.000
aren't willing to fund polio any longer.

0:14:44.000,0:14:47.000
So by next summer, we're sighted to run out of money on polio.

0:14:47.000,0:14:50.000
So we are 99 percent

0:14:50.000,0:14:52.000
of the way there on this goal

0:14:52.000,0:14:55.000
and we're about to run short of money.

0:14:55.000,0:14:58.000
And I think that if the marketing were more aspirational,

0:14:58.000,0:15:00.000
if we could focus as a community

0:15:00.000,0:15:02.000
on how far we've come

0:15:02.000,0:15:04.000
and how amazing it would be

0:15:04.000,0:15:06.000
to eradicate this disease,

0:15:06.000,0:15:08.000
we could put polio fatigue

0:15:08.000,0:15:10.000
and polio behind us.

0:15:10.000,0:15:12.000
And if we could do that,

0:15:12.000,0:15:14.000
we could stop vaccinating everybody, worldwide,

0:15:14.000,0:15:17.000
in all of our countries for polio.

0:15:17.000,0:15:19.000
And it would only be the second disease ever

0:15:19.000,0:15:22.000
wiped off the face of the planet.

0:15:22.000,0:15:24.000
And we are so close.

0:15:24.000,0:15:27.000
And this victory is so possible.

0:15:28.000,0:15:31.000
So if Coke's marketers came to me

0:15:31.000,0:15:34.000
and asked me to define happiness,

0:15:35.000,0:15:37.000
I'd say my vision of happiness

0:15:37.000,0:15:40.000
is a mother holding healthy baby

0:15:40.000,0:15:42.000
in her arms.

0:15:42.000,0:15:45.000
To me, that is deep happiness.

0:15:47.000,0:15:50.000
And so if we can learn lessons from the innovators in every sector,

0:15:50.000,0:15:53.000
then in the future we make together,

0:15:53.000,0:15:55.000
that happiness

0:15:55.000,0:15:57.000
can be just as ubiquitous

0:15:57.000,0:15:59.000
as Coca-Cola.

0:15:59.000,0:16:01.000
Thank you.

0:16:01.000,0:16:07.000
(Applause)