[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.00,0:00:02.00,Default,,0000,0000,0000,,One of my favorite parts
Dialogue: 0,0:00:02.00,0:00:04.00,Default,,0000,0000,0000,,of my job at the Gates Foundation
Dialogue: 0,0:00:04.00,0:00:06.00,Default,,0000,0000,0000,,is that I get to travel to the developing world,
Dialogue: 0,0:00:06.00,0:00:08.00,Default,,0000,0000,0000,,and I do that quite regularly.
Dialogue: 0,0:00:08.00,0:00:10.00,Default,,0000,0000,0000,,And when I meet the mothers
Dialogue: 0,0:00:10.00,0:00:12.00,Default,,0000,0000,0000,,in so many of these remote places,
Dialogue: 0,0:00:12.00,0:00:14.00,Default,,0000,0000,0000,,I'm really struck by the things
Dialogue: 0,0:00:14.00,0:00:16.00,Default,,0000,0000,0000,,that we have in common.
Dialogue: 0,0:00:16.00,0:00:19.00,Default,,0000,0000,0000,,They want what we want for our children
Dialogue: 0,0:00:19.00,0:00:22.00,Default,,0000,0000,0000,,and that is for their children to grow up successful,
Dialogue: 0,0:00:22.00,0:00:25.00,Default,,0000,0000,0000,,to be healthy, and to have a successful life.
Dialogue: 0,0:00:25.00,0:00:28.00,Default,,0000,0000,0000,,But I also see lots of poverty,
Dialogue: 0,0:00:28.00,0:00:31.00,Default,,0000,0000,0000,,and it's quite jarring,
Dialogue: 0,0:00:31.00,0:00:33.00,Default,,0000,0000,0000,,both in the scale and the scope of it.
Dialogue: 0,0:00:33.00,0:00:36.00,Default,,0000,0000,0000,,My first trip in India, I was in a person's home
Dialogue: 0,0:00:36.00,0:00:38.00,Default,,0000,0000,0000,,where they had dirt floors, no running water,
Dialogue: 0,0:00:38.00,0:00:40.00,Default,,0000,0000,0000,,no electricity,
Dialogue: 0,0:00:40.00,0:00:43.00,Default,,0000,0000,0000,,and that's really what I see all over the world.
Dialogue: 0,0:00:43.00,0:00:46.00,Default,,0000,0000,0000,,So in short, I'm startled by all the things
Dialogue: 0,0:00:46.00,0:00:49.00,Default,,0000,0000,0000,,that they don't have.
Dialogue: 0,0:00:49.00,0:00:52.00,Default,,0000,0000,0000,,But I am surprised by one thing that they do have:
Dialogue: 0,0:00:53.00,0:00:55.00,Default,,0000,0000,0000,,Coca-Cola.
Dialogue: 0,0:00:55.00,0:00:57.00,Default,,0000,0000,0000,,Coke is everywhere.
Dialogue: 0,0:00:57.00,0:00:59.00,Default,,0000,0000,0000,,In fact, when I travel to the developing world,
Dialogue: 0,0:00:59.00,0:01:01.00,Default,,0000,0000,0000,,Coke feels ubiquitous.
Dialogue: 0,0:01:01.00,0:01:03.00,Default,,0000,0000,0000,,And so when I come back from these trips,
Dialogue: 0,0:01:03.00,0:01:05.00,Default,,0000,0000,0000,,and I'm thinking about development,
Dialogue: 0,0:01:05.00,0:01:07.00,Default,,0000,0000,0000,,and I'm flying home and I'm thinking,
Dialogue: 0,0:01:07.00,0:01:10.00,Default,,0000,0000,0000,,"We're trying to deliver condoms to people or vaccinations,"
Dialogue: 0,0:01:10.00,0:01:13.00,Default,,0000,0000,0000,,you know, Coke's success kind of stops and makes you wonder:
Dialogue: 0,0:01:13.00,0:01:15.00,Default,,0000,0000,0000,,how is it that they can get Coke
Dialogue: 0,0:01:15.00,0:01:17.00,Default,,0000,0000,0000,,to these far-flung places?
Dialogue: 0,0:01:17.00,0:01:19.00,Default,,0000,0000,0000,,If they can do that,
Dialogue: 0,0:01:19.00,0:01:22.00,Default,,0000,0000,0000,,why can't governments and NGOs do the same thing?
Dialogue: 0,0:01:22.00,0:01:25.00,Default,,0000,0000,0000,,And I'm not the first person to ask this question.
Dialogue: 0,0:01:25.00,0:01:27.00,Default,,0000,0000,0000,,But I think, as a community,
Dialogue: 0,0:01:27.00,0:01:30.00,Default,,0000,0000,0000,,we still have a lot to learn.
Dialogue: 0,0:01:30.00,0:01:32.00,Default,,0000,0000,0000,,It's staggering, if you think about Coca-Cola.
Dialogue: 0,0:01:32.00,0:01:35.00,Default,,0000,0000,0000,,They sell 1.5 billion servings
Dialogue: 0,0:01:35.00,0:01:38.00,Default,,0000,0000,0000,,every single day.
Dialogue: 0,0:01:38.00,0:01:40.00,Default,,0000,0000,0000,,That's like every man, woman and child on the planet
Dialogue: 0,0:01:40.00,0:01:43.00,Default,,0000,0000,0000,,having a serving of Coke every week.
Dialogue: 0,0:01:43.00,0:01:46.00,Default,,0000,0000,0000,,So why does this matter?
Dialogue: 0,0:01:46.00,0:01:49.00,Default,,0000,0000,0000,,Well, if we're going to speed up the progress
Dialogue: 0,0:01:49.00,0:01:51.00,Default,,0000,0000,0000,,and go even faster
Dialogue: 0,0:01:51.00,0:01:54.00,Default,,0000,0000,0000,,on the set of Millennium Development Goals that we're set as a world,
Dialogue: 0,0:01:54.00,0:01:56.00,Default,,0000,0000,0000,,we need to learn from the innovators,
Dialogue: 0,0:01:56.00,0:01:58.00,Default,,0000,0000,0000,,and those innovators
Dialogue: 0,0:01:58.00,0:02:01.00,Default,,0000,0000,0000,,come from every single sector.
Dialogue: 0,0:02:01.00,0:02:03.00,Default,,0000,0000,0000,,I feel that, if we can understand
Dialogue: 0,0:02:03.00,0:02:06.00,Default,,0000,0000,0000,,what makes something like Coca-Cola ubiquitous,
Dialogue: 0,0:02:06.00,0:02:09.00,Default,,0000,0000,0000,,we can apply those lessons then for the public good.
Dialogue: 0,0:02:11.00,0:02:13.00,Default,,0000,0000,0000,,Coke's success is relevant,
Dialogue: 0,0:02:13.00,0:02:16.00,Default,,0000,0000,0000,,because if we can analyze it, learn from it,
Dialogue: 0,0:02:16.00,0:02:18.00,Default,,0000,0000,0000,,then we can save lives.
Dialogue: 0,0:02:18.00,0:02:21.00,Default,,0000,0000,0000,,So that's why I took a bit of time to study Coke.
Dialogue: 0,0:02:22.00,0:02:24.00,Default,,0000,0000,0000,,And I think there are really three things
Dialogue: 0,0:02:24.00,0:02:26.00,Default,,0000,0000,0000,,we can take away from Coca-Cola.
Dialogue: 0,0:02:26.00,0:02:28.00,Default,,0000,0000,0000,,They take real-time data
Dialogue: 0,0:02:28.00,0:02:31.00,Default,,0000,0000,0000,,and immediately feed it back into the product.
Dialogue: 0,0:02:31.00,0:02:34.00,Default,,0000,0000,0000,,They tap into local entrepreneurial talent,
Dialogue: 0,0:02:34.00,0:02:37.00,Default,,0000,0000,0000,,and they do incredible marketing.
Dialogue: 0,0:02:37.00,0:02:40.00,Default,,0000,0000,0000,,So let's start with the data.
Dialogue: 0,0:02:40.00,0:02:42.00,Default,,0000,0000,0000,,Now Coke has a very clear bottom line --
Dialogue: 0,0:02:42.00,0:02:45.00,Default,,0000,0000,0000,,they report to a set of shareholders, they have to turn a profit.
Dialogue: 0,0:02:45.00,0:02:47.00,Default,,0000,0000,0000,,So they take the data,
Dialogue: 0,0:02:47.00,0:02:49.00,Default,,0000,0000,0000,,and they use it to measure progress.
Dialogue: 0,0:02:49.00,0:02:51.00,Default,,0000,0000,0000,,They have this very continuous feedback loop.
Dialogue: 0,0:02:51.00,0:02:53.00,Default,,0000,0000,0000,,They learn something, they put it back into the product,
Dialogue: 0,0:02:53.00,0:02:55.00,Default,,0000,0000,0000,,they put it back into the market.
Dialogue: 0,0:02:55.00,0:02:57.00,Default,,0000,0000,0000,,They have a whole team called "Knowledge and Insight."
Dialogue: 0,0:02:57.00,0:02:59.00,Default,,0000,0000,0000,,It's a lot like other consumer companies.
Dialogue: 0,0:02:59.00,0:03:01.00,Default,,0000,0000,0000,,So if you're running Namibia for Coca-Cola,
Dialogue: 0,0:03:01.00,0:03:03.00,Default,,0000,0000,0000,,and you have a 107 constituencies,
Dialogue: 0,0:03:03.00,0:03:06.00,Default,,0000,0000,0000,,you know where every can versus bottle
Dialogue: 0,0:03:06.00,0:03:08.00,Default,,0000,0000,0000,,of Sprite, Fanta or Coke was sold,
Dialogue: 0,0:03:08.00,0:03:10.00,Default,,0000,0000,0000,,whether it was a corner store,
Dialogue: 0,0:03:10.00,0:03:12.00,Default,,0000,0000,0000,,a supermarket or a pushcart.
Dialogue: 0,0:03:12.00,0:03:14.00,Default,,0000,0000,0000,,So if sales start to drop,
Dialogue: 0,0:03:14.00,0:03:16.00,Default,,0000,0000,0000,,then the person can identify the problem
Dialogue: 0,0:03:16.00,0:03:18.00,Default,,0000,0000,0000,,and address the issue.
Dialogue: 0,0:03:19.00,0:03:22.00,Default,,0000,0000,0000,,Let's contrast that for a minute to development.
Dialogue: 0,0:03:23.00,0:03:26.00,Default,,0000,0000,0000,,In development, the evaluation comes
Dialogue: 0,0:03:26.00,0:03:29.00,Default,,0000,0000,0000,,at the very end of the project.
Dialogue: 0,0:03:29.00,0:03:31.00,Default,,0000,0000,0000,,I've sat in a lot of those meetings,
Dialogue: 0,0:03:31.00,0:03:33.00,Default,,0000,0000,0000,,and by then,
Dialogue: 0,0:03:33.00,0:03:36.00,Default,,0000,0000,0000,,it is way too late to use the data.
Dialogue: 0,0:03:36.00,0:03:38.00,Default,,0000,0000,0000,,I had somebody from an NGO
Dialogue: 0,0:03:38.00,0:03:40.00,Default,,0000,0000,0000,,once describe it to me as bowling in the dark.
Dialogue: 0,0:03:40.00,0:03:43.00,Default,,0000,0000,0000,,They said, "You roll the ball, you hear some pins go down.
Dialogue: 0,0:03:43.00,0:03:46.00,Default,,0000,0000,0000,,It's dark, you can't see which one goes down until the lights come on,
Dialogue: 0,0:03:46.00,0:03:49.00,Default,,0000,0000,0000,,and then you an see your impact."
Dialogue: 0,0:03:49.00,0:03:51.00,Default,,0000,0000,0000,,Real-time data
Dialogue: 0,0:03:51.00,0:03:54.00,Default,,0000,0000,0000,,turns on the lights.
Dialogue: 0,0:03:55.00,0:03:57.00,Default,,0000,0000,0000,,So what's the second thing that Coke's good at?
Dialogue: 0,0:03:57.00,0:03:59.00,Default,,0000,0000,0000,,They're good at tapping into
Dialogue: 0,0:03:59.00,0:04:01.00,Default,,0000,0000,0000,,that local entrepreneurial talent.
Dialogue: 0,0:04:01.00,0:04:03.00,Default,,0000,0000,0000,,Coke's been in Africa since 1928,
Dialogue: 0,0:04:03.00,0:04:06.00,Default,,0000,0000,0000,,but most of the time they couldn't reach the distant markets,
Dialogue: 0,0:04:06.00,0:04:09.00,Default,,0000,0000,0000,,because they had a system that was a lot like in the developed world,
Dialogue: 0,0:04:09.00,0:04:12.00,Default,,0000,0000,0000,,which was a large truck rolling down the street.
Dialogue: 0,0:04:12.00,0:04:14.00,Default,,0000,0000,0000,,And in Africa, the remote places,
Dialogue: 0,0:04:14.00,0:04:16.00,Default,,0000,0000,0000,,it's hard to find a good road.
Dialogue: 0,0:04:16.00,0:04:18.00,Default,,0000,0000,0000,,But Coke noticed something --
Dialogue: 0,0:04:18.00,0:04:21.00,Default,,0000,0000,0000,,they noticed that local people were taking the product, buying it in bulk
Dialogue: 0,0:04:21.00,0:04:24.00,Default,,0000,0000,0000,,and then reselling it in these hard-to-reach places.
Dialogue: 0,0:04:25.00,0:04:27.00,Default,,0000,0000,0000,,And so they took a bit of time to learn about that.
Dialogue: 0,0:04:27.00,0:04:29.00,Default,,0000,0000,0000,,And they decided in 1990
Dialogue: 0,0:04:29.00,0:04:31.00,Default,,0000,0000,0000,,that they wanted to start training the local entrepreneurs,
Dialogue: 0,0:04:31.00,0:04:33.00,Default,,0000,0000,0000,,giving them small loans.
Dialogue: 0,0:04:33.00,0:04:36.00,Default,,0000,0000,0000,,They set them up as what they called micro-distribution centers,
Dialogue: 0,0:04:36.00,0:04:39.00,Default,,0000,0000,0000,,and those local entrepreneurs then hire sales people,
Dialogue: 0,0:04:39.00,0:04:42.00,Default,,0000,0000,0000,,who go out with bicycles and pushcarts and wheelbarrows
Dialogue: 0,0:04:42.00,0:04:44.00,Default,,0000,0000,0000,,to sell the product.
Dialogue: 0,0:04:44.00,0:04:46.00,Default,,0000,0000,0000,,There are now some 3,000 of these centers
Dialogue: 0,0:04:46.00,0:04:49.00,Default,,0000,0000,0000,,employing about 15,000 people in Africa.
Dialogue: 0,0:04:50.00,0:04:52.00,Default,,0000,0000,0000,,In Tanzania and Uganda,
Dialogue: 0,0:04:52.00,0:04:54.00,Default,,0000,0000,0000,,they represent 90 percent
Dialogue: 0,0:04:54.00,0:04:56.00,Default,,0000,0000,0000,,of Coke's sales.
Dialogue: 0,0:04:58.00,0:05:00.00,Default,,0000,0000,0000,,Let's look at the development side.
Dialogue: 0,0:05:00.00,0:05:02.00,Default,,0000,0000,0000,,What is it that governments and NGOs
Dialogue: 0,0:05:02.00,0:05:04.00,Default,,0000,0000,0000,,can learn from Coke?
Dialogue: 0,0:05:04.00,0:05:06.00,Default,,0000,0000,0000,,Governments and NGOs
Dialogue: 0,0:05:06.00,0:05:09.00,Default,,0000,0000,0000,,need to tap into that local entrepreneurial talent as well,
Dialogue: 0,0:05:09.00,0:05:11.00,Default,,0000,0000,0000,,because the locals know how to reach
Dialogue: 0,0:05:11.00,0:05:14.00,Default,,0000,0000,0000,,the very hard-to-serve places, their neighbors,
Dialogue: 0,0:05:14.00,0:05:17.00,Default,,0000,0000,0000,,and they know what motivates them to make change.
Dialogue: 0,0:05:18.00,0:05:20.00,Default,,0000,0000,0000,,I think a great example of this
Dialogue: 0,0:05:20.00,0:05:23.00,Default,,0000,0000,0000,,is Ethiopia's new health extension program.
Dialogue: 0,0:05:23.00,0:05:25.00,Default,,0000,0000,0000,,The government noticed in Ethiopia
Dialogue: 0,0:05:25.00,0:05:28.00,Default,,0000,0000,0000,,that many of the people were so far away from a health clinic,
Dialogue: 0,0:05:28.00,0:05:31.00,Default,,0000,0000,0000,,they were over a day's travel away from a health clinic.
Dialogue: 0,0:05:31.00,0:05:34.00,Default,,0000,0000,0000,,So if you're in an emergency situation -- or if you're a mom about to deliver a baby --
Dialogue: 0,0:05:34.00,0:05:37.00,Default,,0000,0000,0000,,forget it, to get to the health care center.
Dialogue: 0,0:05:37.00,0:05:39.00,Default,,0000,0000,0000,,They decided that wasn't good enough,
Dialogue: 0,0:05:39.00,0:05:41.00,Default,,0000,0000,0000,,so they went to India and studied the Indian state of Kerala
Dialogue: 0,0:05:41.00,0:05:43.00,Default,,0000,0000,0000,,that also had a system like this,
Dialogue: 0,0:05:43.00,0:05:45.00,Default,,0000,0000,0000,,and they adapted it for Ethiopia.
Dialogue: 0,0:05:45.00,0:05:47.00,Default,,0000,0000,0000,,And in 2003, the government of Ethiopia
Dialogue: 0,0:05:47.00,0:05:50.00,Default,,0000,0000,0000,,started this new system in their own country.
Dialogue: 0,0:05:50.00,0:05:53.00,Default,,0000,0000,0000,,They trained 35,000 health extension workers
Dialogue: 0,0:05:53.00,0:05:56.00,Default,,0000,0000,0000,,to deliver care directly to the people.
Dialogue: 0,0:05:56.00,0:05:58.00,Default,,0000,0000,0000,,In just five years,
Dialogue: 0,0:05:58.00,0:06:02.00,Default,,0000,0000,0000,,their ratio went from one worker for every 30,000 people
Dialogue: 0,0:06:02.00,0:06:05.00,Default,,0000,0000,0000,,to one worker for every 2,500 people.
Dialogue: 0,0:06:07.00,0:06:09.00,Default,,0000,0000,0000,,Now, think about
Dialogue: 0,0:06:09.00,0:06:12.00,Default,,0000,0000,0000,,how this can change people's lives.
Dialogue: 0,0:06:12.00,0:06:15.00,Default,,0000,0000,0000,,Health extension workers can help with so many things,
Dialogue: 0,0:06:15.00,0:06:18.00,Default,,0000,0000,0000,,whether it's family planning, prenatal care,
Dialogue: 0,0:06:18.00,0:06:20.00,Default,,0000,0000,0000,,immunizations for the children,
Dialogue: 0,0:06:20.00,0:06:23.00,Default,,0000,0000,0000,,or advising the woman to get to the facility on time
Dialogue: 0,0:06:23.00,0:06:25.00,Default,,0000,0000,0000,,for an on-time delivery.
Dialogue: 0,0:06:26.00,0:06:28.00,Default,,0000,0000,0000,,That is having real impact
Dialogue: 0,0:06:28.00,0:06:30.00,Default,,0000,0000,0000,,in a country like Ethiopia,
Dialogue: 0,0:06:30.00,0:06:33.00,Default,,0000,0000,0000,,and it's why you see their child mortality numbers
Dialogue: 0,0:06:33.00,0:06:35.00,Default,,0000,0000,0000,,coming down 25 percent
Dialogue: 0,0:06:35.00,0:06:38.00,Default,,0000,0000,0000,,from 2000 to 2008.
Dialogue: 0,0:06:38.00,0:06:41.00,Default,,0000,0000,0000,,In Ethiopia, there are hundreds of thousands of children living
Dialogue: 0,0:06:41.00,0:06:44.00,Default,,0000,0000,0000,,because of this health extension worker program.
Dialogue: 0,0:06:45.00,0:06:47.00,Default,,0000,0000,0000,,So what's the next step for Ethiopia?
Dialogue: 0,0:06:47.00,0:06:49.00,Default,,0000,0000,0000,,Well, they're already starting talk about this.
Dialogue: 0,0:06:49.00,0:06:52.00,Default,,0000,0000,0000,,They're starting to talk about, "How do you have the health community workers
Dialogue: 0,0:06:52.00,0:06:54.00,Default,,0000,0000,0000,,generate their own ideas?
Dialogue: 0,0:06:54.00,0:06:56.00,Default,,0000,0000,0000,,How do you incent them based on the impact that they're getting
Dialogue: 0,0:06:56.00,0:06:59.00,Default,,0000,0000,0000,,out in those remote villages?"
Dialogue: 0,0:06:59.00,0:07:02.00,Default,,0000,0000,0000,,That's how you tap into local entrepreneurial talent
Dialogue: 0,0:07:02.00,0:07:05.00,Default,,0000,0000,0000,,and you unlock people's potential.
Dialogue: 0,0:07:07.00,0:07:09.00,Default,,0000,0000,0000,,The third component of Coke's success
Dialogue: 0,0:07:09.00,0:07:11.00,Default,,0000,0000,0000,,is marketing.
Dialogue: 0,0:07:11.00,0:07:13.00,Default,,0000,0000,0000,,Ultimately, Coke's success
Dialogue: 0,0:07:13.00,0:07:15.00,Default,,0000,0000,0000,,depends on one crucial fact
Dialogue: 0,0:07:15.00,0:07:17.00,Default,,0000,0000,0000,,and that is that people want
Dialogue: 0,0:07:17.00,0:07:19.00,Default,,0000,0000,0000,,a Coca-Cola.
Dialogue: 0,0:07:19.00,0:07:21.00,Default,,0000,0000,0000,,Now the reason these micro-entrepreneurs
Dialogue: 0,0:07:21.00,0:07:23.00,Default,,0000,0000,0000,,can sell or make a profit
Dialogue: 0,0:07:23.00,0:07:26.00,Default,,0000,0000,0000,,is they have to sell every single bottle in their pushcart or their wheelbarrow.
Dialogue: 0,0:07:26.00,0:07:29.00,Default,,0000,0000,0000,,So, they rely on Coca-Cola
Dialogue: 0,0:07:29.00,0:07:31.00,Default,,0000,0000,0000,,in terms of its marketing,
Dialogue: 0,0:07:31.00,0:07:34.00,Default,,0000,0000,0000,,and what's the secret to their marketing?
Dialogue: 0,0:07:34.00,0:07:36.00,Default,,0000,0000,0000,,Well, it's aspirational.
Dialogue: 0,0:07:36.00,0:07:38.00,Default,,0000,0000,0000,,It is associated that product
Dialogue: 0,0:07:38.00,0:07:41.00,Default,,0000,0000,0000,,with a kind of life that people want to live.
Dialogue: 0,0:07:41.00,0:07:43.00,Default,,0000,0000,0000,,So even though it's a global company,
Dialogue: 0,0:07:43.00,0:07:46.00,Default,,0000,0000,0000,,they take a very local approach.
Dialogue: 0,0:07:46.00,0:07:48.00,Default,,0000,0000,0000,,Coke's global campaign slogan
Dialogue: 0,0:07:48.00,0:07:50.00,Default,,0000,0000,0000,,is "Open Happiness."
Dialogue: 0,0:07:50.00,0:07:52.00,Default,,0000,0000,0000,,But they localize it.
Dialogue: 0,0:07:52.00,0:07:54.00,Default,,0000,0000,0000,,And they don't just guess what makes people happy;
Dialogue: 0,0:07:54.00,0:07:56.00,Default,,0000,0000,0000,,they go to places like Latin America
Dialogue: 0,0:07:56.00,0:07:58.00,Default,,0000,0000,0000,,and they realize that happiness there
Dialogue: 0,0:07:58.00,0:08:00.00,Default,,0000,0000,0000,,is associated with family life.
Dialogue: 0,0:08:00.00,0:08:02.00,Default,,0000,0000,0000,,And in South Africa,
Dialogue: 0,0:08:02.00,0:08:04.00,Default,,0000,0000,0000,,they associate happiness
Dialogue: 0,0:08:04.00,0:08:07.00,Default,,0000,0000,0000,,with seriti or community respect.
Dialogue: 0,0:08:08.00,0:08:11.00,Default,,0000,0000,0000,,Now, that played itself out in the World Cup campaign.
Dialogue: 0,0:08:11.00,0:08:13.00,Default,,0000,0000,0000,,Let's listen to this song that Coke created for it,
Dialogue: 0,0:08:13.00,0:08:16.00,Default,,0000,0000,0000,,"Wavin' Flag" by a Somali hip hop artist.
Dialogue: 0,0:08:17.00,0:08:20.00,Default,,0000,0000,0000,,(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫
Dialogue: 0,0:08:20.00,0:08:24.00,Default,,0000,0000,0000,,♫ Oh oh oh oh oh oh oh oh oh oh ♫
Dialogue: 0,0:08:24.00,0:08:26.00,Default,,0000,0000,0000,,♫ Oh oh oh oh oh o-oh ♫
Dialogue: 0,0:08:26.00,0:08:30.00,Default,,0000,0000,0000,,♫ Oh oh oh oh oh oh oh oh o-oh ♫
Dialogue: 0,0:08:30.00,0:08:33.00,Default,,0000,0000,0000,,♫Give you freedom, give you fire♫
Dialogue: 0,0:08:33.00,0:08:36.00,Default,,0000,0000,0000,,♫ Give you reason, take you higher ♫
Dialogue: 0,0:08:36.00,0:08:39.00,Default,,0000,0000,0000,,♫ See the champions take the field now ♫
Dialogue: 0,0:08:39.00,0:08:43.00,Default,,0000,0000,0000,,♫ You define us, make us feel proud ♫
Dialogue: 0,0:08:43.00,0:08:46.00,Default,,0000,0000,0000,,♫ In the streets our heads are lifted ♫
Dialogue: 0,0:08:46.00,0:08:49.00,Default,,0000,0000,0000,,♫ As we lose our inhibition ♫
Dialogue: 0,0:08:49.00,0:08:52.00,Default,,0000,0000,0000,,♫ Celebration, it's around us ♫
Dialogue: 0,0:08:52.00,0:08:55.00,Default,,0000,0000,0000,,♫ Every nation, all around us ♫
Dialogue: 0,0:08:56.00,0:08:58.00,Default,,0000,0000,0000,,Melinda French Gates: It feels pretty good, right?
Dialogue: 0,0:08:58.00,0:09:00.00,Default,,0000,0000,0000,,Well, they didn't stop there --
Dialogue: 0,0:09:00.00,0:09:02.00,Default,,0000,0000,0000,,they localized it into 18 different languages.
Dialogue: 0,0:09:02.00,0:09:04.00,Default,,0000,0000,0000,,And it went number one on the pop chart
Dialogue: 0,0:09:04.00,0:09:07.00,Default,,0000,0000,0000,,in 17 countries.
Dialogue: 0,0:09:07.00,0:09:10.00,Default,,0000,0000,0000,,It reminds me of a song that I remember from my childhood,
Dialogue: 0,0:09:10.00,0:09:13.00,Default,,0000,0000,0000,,"I'd Like to Teach the World to Sing,"
Dialogue: 0,0:09:13.00,0:09:16.00,Default,,0000,0000,0000,,that also went number one on the pop charts.
Dialogue: 0,0:09:16.00,0:09:19.00,Default,,0000,0000,0000,,Both songs have something in common:
Dialogue: 0,0:09:19.00,0:09:21.00,Default,,0000,0000,0000,,that same appeal
Dialogue: 0,0:09:21.00,0:09:24.00,Default,,0000,0000,0000,,of celebration and unity.
Dialogue: 0,0:09:25.00,0:09:28.00,Default,,0000,0000,0000,,So how does health and development market?
Dialogue: 0,0:09:28.00,0:09:31.00,Default,,0000,0000,0000,,Well, it's based on avoidance,
Dialogue: 0,0:09:31.00,0:09:33.00,Default,,0000,0000,0000,,not aspirations.
Dialogue: 0,0:09:33.00,0:09:35.00,Default,,0000,0000,0000,,I'm sure you've heard some of these messages.
Dialogue: 0,0:09:35.00,0:09:38.00,Default,,0000,0000,0000,,"Use a condom, don't get AIDS."
Dialogue: 0,0:09:38.00,0:09:41.00,Default,,0000,0000,0000,,"Wash you hands, you might not get diarrhea."
Dialogue: 0,0:09:41.00,0:09:44.00,Default,,0000,0000,0000,,It doesn't sound anything like "Wavin' Flag" to me.
Dialogue: 0,0:09:46.00,0:09:48.00,Default,,0000,0000,0000,,And I think we make a fundamental mistake --
Dialogue: 0,0:09:48.00,0:09:50.00,Default,,0000,0000,0000,,we make an assumption,
Dialogue: 0,0:09:50.00,0:09:52.00,Default,,0000,0000,0000,,that we think that, if people need something,
Dialogue: 0,0:09:52.00,0:09:55.00,Default,,0000,0000,0000,,we don't have to make them want that.
Dialogue: 0,0:09:55.00,0:09:57.00,Default,,0000,0000,0000,,And I think that's a mistake.
Dialogue: 0,0:09:57.00,0:10:00.00,Default,,0000,0000,0000,,And there's some indications around the world that this is starting to change.
Dialogue: 0,0:10:00.00,0:10:03.00,Default,,0000,0000,0000,,One example is sanitation.
Dialogue: 0,0:10:03.00,0:10:05.00,Default,,0000,0000,0000,,We know that a million and a half children
Dialogue: 0,0:10:05.00,0:10:07.00,Default,,0000,0000,0000,,die a year from diarrhea
Dialogue: 0,0:10:07.00,0:10:10.00,Default,,0000,0000,0000,,and a lot of it is because of open defecation.
Dialogue: 0,0:10:10.00,0:10:13.00,Default,,0000,0000,0000,,But there's a solution: you build a toilet.
Dialogue: 0,0:10:13.00,0:10:16.00,Default,,0000,0000,0000,,But what we're finding around the world, over and over again,
Dialogue: 0,0:10:16.00,0:10:19.00,Default,,0000,0000,0000,,is, if you build a toilet and you leave it there,
Dialogue: 0,0:10:19.00,0:10:21.00,Default,,0000,0000,0000,,it doesn't get used.
Dialogue: 0,0:10:21.00,0:10:23.00,Default,,0000,0000,0000,,People reuse it for a slab for their home.
Dialogue: 0,0:10:23.00,0:10:25.00,Default,,0000,0000,0000,,They sometimes store grain in it.
Dialogue: 0,0:10:25.00,0:10:27.00,Default,,0000,0000,0000,,I've even seen it used for a chicken coop.
Dialogue: 0,0:10:27.00,0:10:29.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:29.00,0:10:31.00,Default,,0000,0000,0000,,But what does marketing really entail
Dialogue: 0,0:10:31.00,0:10:34.00,Default,,0000,0000,0000,,that would make a sanitation solution get a result in diarrhea?
Dialogue: 0,0:10:34.00,0:10:36.00,Default,,0000,0000,0000,,Well, you work with the community.
Dialogue: 0,0:10:36.00,0:10:38.00,Default,,0000,0000,0000,,You start to talk to them about why open defecation
Dialogue: 0,0:10:38.00,0:10:40.00,Default,,0000,0000,0000,,is something that shouldn't be done in the village,
Dialogue: 0,0:10:40.00,0:10:42.00,Default,,0000,0000,0000,,and they agree to that.
Dialogue: 0,0:10:42.00,0:10:45.00,Default,,0000,0000,0000,,But then you take the toilet and you position it
Dialogue: 0,0:10:45.00,0:10:48.00,Default,,0000,0000,0000,,as a modern, trendy convenience.
Dialogue: 0,0:10:48.00,0:10:50.00,Default,,0000,0000,0000,,One state in Northern India has gone so far
Dialogue: 0,0:10:50.00,0:10:53.00,Default,,0000,0000,0000,,as to link toilets to courtship.
Dialogue: 0,0:10:53.00,0:10:56.00,Default,,0000,0000,0000,,And it works -- look at these headlines.
Dialogue: 0,0:10:56.00,0:11:00.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:00.00,0:11:02.00,Default,,0000,0000,0000,,I'm not kidding.
Dialogue: 0,0:11:02.00,0:11:04.00,Default,,0000,0000,0000,,Women are refusing to marry men without toilets.
Dialogue: 0,0:11:04.00,0:11:07.00,Default,,0000,0000,0000,,No loo, no "I do."
Dialogue: 0,0:11:07.00,0:11:09.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:09.00,0:11:12.00,Default,,0000,0000,0000,,Now, it's not just a funny headline --
Dialogue: 0,0:11:12.00,0:11:15.00,Default,,0000,0000,0000,,it's innovative. It's an innovative marketing campaign.
Dialogue: 0,0:11:15.00,0:11:17.00,Default,,0000,0000,0000,,But more importantly,
Dialogue: 0,0:11:17.00,0:11:19.00,Default,,0000,0000,0000,,it saves lives.
Dialogue: 0,0:11:20.00,0:11:22.00,Default,,0000,0000,0000,,Take a look at this --
Dialogue: 0,0:11:22.00,0:11:24.00,Default,,0000,0000,0000,,this is a room full of young men
Dialogue: 0,0:11:24.00,0:11:26.00,Default,,0000,0000,0000,,and my husband, Bill.
Dialogue: 0,0:11:26.00,0:11:29.00,Default,,0000,0000,0000,,And can you guess what the young men are waiting for?
Dialogue: 0,0:11:30.00,0:11:33.00,Default,,0000,0000,0000,,They're waiting to be circumcised.
Dialogue: 0,0:11:33.00,0:11:35.00,Default,,0000,0000,0000,,Can you you believe that?
Dialogue: 0,0:11:35.00,0:11:38.00,Default,,0000,0000,0000,,We know that circumcision reduces HIV infection
Dialogue: 0,0:11:38.00,0:11:40.00,Default,,0000,0000,0000,,by 60 percent in men.
Dialogue: 0,0:11:40.00,0:11:43.00,Default,,0000,0000,0000,,And when we first heard this result inside the Foundation,
Dialogue: 0,0:11:43.00,0:11:45.00,Default,,0000,0000,0000,,I have to admit, Bill and I were scratching our heads a little bit
Dialogue: 0,0:11:45.00,0:11:48.00,Default,,0000,0000,0000,,and we were saying, "But who's going to volunteer for this procedure?"
Dialogue: 0,0:11:48.00,0:11:50.00,Default,,0000,0000,0000,,But it turns out the men do,
Dialogue: 0,0:11:50.00,0:11:52.00,Default,,0000,0000,0000,,because they're hearing from their girlfriends
Dialogue: 0,0:11:52.00,0:11:54.00,Default,,0000,0000,0000,,that they prefer it,
Dialogue: 0,0:11:54.00,0:11:57.00,Default,,0000,0000,0000,,and the men also believe it improves their sex life.
Dialogue: 0,0:11:58.00,0:12:01.00,Default,,0000,0000,0000,,So if we can start to understand
Dialogue: 0,0:12:01.00,0:12:03.00,Default,,0000,0000,0000,,what people really want
Dialogue: 0,0:12:03.00,0:12:05.00,Default,,0000,0000,0000,,in health and development,
Dialogue: 0,0:12:05.00,0:12:07.00,Default,,0000,0000,0000,,we can change communities
Dialogue: 0,0:12:07.00,0:12:10.00,Default,,0000,0000,0000,,and we can change whole nations.
Dialogue: 0,0:12:11.00,0:12:14.00,Default,,0000,0000,0000,,Well, why is all of this so important?
Dialogue: 0,0:12:14.00,0:12:17.00,Default,,0000,0000,0000,,So let's talk about what happens when this all comes together,
Dialogue: 0,0:12:17.00,0:12:19.00,Default,,0000,0000,0000,,when you tie the three things together.
Dialogue: 0,0:12:19.00,0:12:22.00,Default,,0000,0000,0000,,And polio, I think, is one of the most powerful examples.
Dialogue: 0,0:12:23.00,0:12:27.00,Default,,0000,0000,0000,,We've seen a 99 percent reduction in polio in 20 years.
Dialogue: 0,0:12:27.00,0:12:29.00,Default,,0000,0000,0000,,So if you look back to 1988,
Dialogue: 0,0:12:29.00,0:12:32.00,Default,,0000,0000,0000,,there are about 350,000 cases of polio
Dialogue: 0,0:12:32.00,0:12:34.00,Default,,0000,0000,0000,,on the planet that year.
Dialogue: 0,0:12:34.00,0:12:37.00,Default,,0000,0000,0000,,In 2009, we're down to 1,600 cases.
Dialogue: 0,0:12:37.00,0:12:40.00,Default,,0000,0000,0000,,Well how did that happen?
Dialogue: 0,0:12:40.00,0:12:42.00,Default,,0000,0000,0000,,Let's look at a country like India.
Dialogue: 0,0:12:42.00,0:12:45.00,Default,,0000,0000,0000,,They have over a billion people in this country,
Dialogue: 0,0:12:45.00,0:12:48.00,Default,,0000,0000,0000,,but they have 35,000 local doctors
Dialogue: 0,0:12:48.00,0:12:50.00,Default,,0000,0000,0000,,who report paralysis,
Dialogue: 0,0:12:50.00,0:12:53.00,Default,,0000,0000,0000,,and clinicians, a huge reporting system in chemists.
Dialogue: 0,0:12:53.00,0:12:56.00,Default,,0000,0000,0000,,They have two and a half million vaccinators.
Dialogue: 0,0:12:57.00,0:12:59.00,Default,,0000,0000,0000,,But let me make the story a little bit more concrete for you.
Dialogue: 0,0:12:59.00,0:13:01.00,Default,,0000,0000,0000,,Let me tell you the story of Shriram,
Dialogue: 0,0:13:01.00,0:13:03.00,Default,,0000,0000,0000,,an 18 month boy in Bihar,
Dialogue: 0,0:13:03.00,0:13:05.00,Default,,0000,0000,0000,,a northern state in India.
Dialogue: 0,0:13:05.00,0:13:08.00,Default,,0000,0000,0000,,This year on August 8th, he felt paralysis
Dialogue: 0,0:13:08.00,0:13:11.00,Default,,0000,0000,0000,,and on the 13th, his parents took him to the doctor.
Dialogue: 0,0:13:12.00,0:13:14.00,Default,,0000,0000,0000,,On August 14th and 15th, they took a stool sample,
Dialogue: 0,0:13:14.00,0:13:16.00,Default,,0000,0000,0000,,and by the 25th of August,
Dialogue: 0,0:13:16.00,0:13:19.00,Default,,0000,0000,0000,,it was confirmed he had Type 1 polio.
Dialogue: 0,0:13:19.00,0:13:22.00,Default,,0000,0000,0000,,By August 30th, a genetic test was done,
Dialogue: 0,0:13:22.00,0:13:25.00,Default,,0000,0000,0000,,and we knew what strain of polio Shriram had.
Dialogue: 0,0:13:25.00,0:13:27.00,Default,,0000,0000,0000,,Now it could have come from one of two places.
Dialogue: 0,0:13:27.00,0:13:30.00,Default,,0000,0000,0000,,It could have come from Nepal, just to the north, across the border,
Dialogue: 0,0:13:30.00,0:13:33.00,Default,,0000,0000,0000,,or from Jharkhand, a state just to the south.
Dialogue: 0,0:13:33.00,0:13:36.00,Default,,0000,0000,0000,,Luckily, the genetic testing proved
Dialogue: 0,0:13:36.00,0:13:38.00,Default,,0000,0000,0000,,that, in fact, this strand came north,
Dialogue: 0,0:13:38.00,0:13:40.00,Default,,0000,0000,0000,,because, had it come from the south,
Dialogue: 0,0:13:40.00,0:13:42.00,Default,,0000,0000,0000,,it would have had a much wider impact in terms of transmission.
Dialogue: 0,0:13:42.00,0:13:44.00,Default,,0000,0000,0000,,So many more people would have been affected.
Dialogue: 0,0:13:44.00,0:13:46.00,Default,,0000,0000,0000,,So what's the endgame?
Dialogue: 0,0:13:46.00,0:13:49.00,Default,,0000,0000,0000,,Well on September 4th, there was a huge mop-up campaign,
Dialogue: 0,0:13:49.00,0:13:51.00,Default,,0000,0000,0000,,which is what you do in polio.
Dialogue: 0,0:13:51.00,0:13:53.00,Default,,0000,0000,0000,,They went out and where Shriram lives,
Dialogue: 0,0:13:53.00,0:13:55.00,Default,,0000,0000,0000,,they vaccinated two million people.
Dialogue: 0,0:13:55.00,0:13:57.00,Default,,0000,0000,0000,,So in less than a month,
Dialogue: 0,0:13:57.00,0:13:59.00,Default,,0000,0000,0000,,we went from one case of paralysis
Dialogue: 0,0:13:59.00,0:14:02.00,Default,,0000,0000,0000,,to a targeted vaccination program.
Dialogue: 0,0:14:02.00,0:14:05.00,Default,,0000,0000,0000,,And I'm happy to say only one other person in that area got polio.
Dialogue: 0,0:14:05.00,0:14:07.00,Default,,0000,0000,0000,,That's how you keep
Dialogue: 0,0:14:07.00,0:14:09.00,Default,,0000,0000,0000,,a huge outbreak from spreading,
Dialogue: 0,0:14:09.00,0:14:11.00,Default,,0000,0000,0000,,and it shows what can happen
Dialogue: 0,0:14:11.00,0:14:14.00,Default,,0000,0000,0000,,when local people have the data in their hands;
Dialogue: 0,0:14:14.00,0:14:17.00,Default,,0000,0000,0000,,they can save lives.
Dialogue: 0,0:14:17.00,0:14:20.00,Default,,0000,0000,0000,,Now one of the challenges in polio, still, is marketing,
Dialogue: 0,0:14:20.00,0:14:22.00,Default,,0000,0000,0000,,but it might not be what you think.
Dialogue: 0,0:14:22.00,0:14:24.00,Default,,0000,0000,0000,,It's not the marketing on the ground.
Dialogue: 0,0:14:24.00,0:14:26.00,Default,,0000,0000,0000,,It's not telling the parents,
Dialogue: 0,0:14:26.00,0:14:28.00,Default,,0000,0000,0000,,"If you see paralysis, take your child to the doctor
Dialogue: 0,0:14:28.00,0:14:30.00,Default,,0000,0000,0000,,or get your child vaccinated."
Dialogue: 0,0:14:30.00,0:14:33.00,Default,,0000,0000,0000,,We have a problem with marketing in the donor community.
Dialogue: 0,0:14:33.00,0:14:35.00,Default,,0000,0000,0000,,The G8 nations have been incredibly generous on polio
Dialogue: 0,0:14:35.00,0:14:37.00,Default,,0000,0000,0000,,over the last 20 years,
Dialogue: 0,0:14:37.00,0:14:40.00,Default,,0000,0000,0000,,but we're starting to have something called polio fatigue
Dialogue: 0,0:14:40.00,0:14:42.00,Default,,0000,0000,0000,,and that is that the donor nations
Dialogue: 0,0:14:42.00,0:14:44.00,Default,,0000,0000,0000,,aren't willing to fund polio any longer.
Dialogue: 0,0:14:44.00,0:14:47.00,Default,,0000,0000,0000,,So by next summer, we're sighted to run out of money on polio.
Dialogue: 0,0:14:47.00,0:14:50.00,Default,,0000,0000,0000,,So we are 99 percent
Dialogue: 0,0:14:50.00,0:14:52.00,Default,,0000,0000,0000,,of the way there on this goal
Dialogue: 0,0:14:52.00,0:14:55.00,Default,,0000,0000,0000,,and we're about to run short of money.
Dialogue: 0,0:14:55.00,0:14:58.00,Default,,0000,0000,0000,,And I think that if the marketing were more aspirational,
Dialogue: 0,0:14:58.00,0:15:00.00,Default,,0000,0000,0000,,if we could focus as a community
Dialogue: 0,0:15:00.00,0:15:02.00,Default,,0000,0000,0000,,on how far we've come
Dialogue: 0,0:15:02.00,0:15:04.00,Default,,0000,0000,0000,,and how amazing it would be
Dialogue: 0,0:15:04.00,0:15:06.00,Default,,0000,0000,0000,,to eradicate this disease,
Dialogue: 0,0:15:06.00,0:15:08.00,Default,,0000,0000,0000,,we could put polio fatigue
Dialogue: 0,0:15:08.00,0:15:10.00,Default,,0000,0000,0000,,and polio behind us.
Dialogue: 0,0:15:10.00,0:15:12.00,Default,,0000,0000,0000,,And if we could do that,
Dialogue: 0,0:15:12.00,0:15:14.00,Default,,0000,0000,0000,,we could stop vaccinating everybody, worldwide,
Dialogue: 0,0:15:14.00,0:15:17.00,Default,,0000,0000,0000,,in all of our countries for polio.
Dialogue: 0,0:15:17.00,0:15:19.00,Default,,0000,0000,0000,,And it would only be the second disease ever
Dialogue: 0,0:15:19.00,0:15:22.00,Default,,0000,0000,0000,,wiped off the face of the planet.
Dialogue: 0,0:15:22.00,0:15:24.00,Default,,0000,0000,0000,,And we are so close.
Dialogue: 0,0:15:24.00,0:15:27.00,Default,,0000,0000,0000,,And this victory is so possible.
Dialogue: 0,0:15:28.00,0:15:31.00,Default,,0000,0000,0000,,So if Coke's marketers came to me
Dialogue: 0,0:15:31.00,0:15:34.00,Default,,0000,0000,0000,,and asked me to define happiness,
Dialogue: 0,0:15:35.00,0:15:37.00,Default,,0000,0000,0000,,I'd say my vision of happiness
Dialogue: 0,0:15:37.00,0:15:40.00,Default,,0000,0000,0000,,is a mother holding healthy baby
Dialogue: 0,0:15:40.00,0:15:42.00,Default,,0000,0000,0000,,in her arms.
Dialogue: 0,0:15:42.00,0:15:45.00,Default,,0000,0000,0000,,To me, that is deep happiness.
Dialogue: 0,0:15:47.00,0:15:50.00,Default,,0000,0000,0000,,And so if we can learn lessons from the innovators in every sector,
Dialogue: 0,0:15:50.00,0:15:53.00,Default,,0000,0000,0000,,then in the future we make together,
Dialogue: 0,0:15:53.00,0:15:55.00,Default,,0000,0000,0000,,that happiness
Dialogue: 0,0:15:55.00,0:15:57.00,Default,,0000,0000,0000,,can be just as ubiquitous
Dialogue: 0,0:15:57.00,0:15:59.00,Default,,0000,0000,0000,,as Coca-Cola.
Dialogue: 0,0:15:59.00,0:16:01.00,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:16:01.00,0:16:07.00,Default,,0000,0000,0000,,(Applause)