【正文】 a slab for their sometimes store grain in 39。ve even seen it used for a chicken coop.(Laughter)But what does marketing really entail that would make a sanitation solution get a result in diarrhea? Well, you work with the start to talk to them about why open defecation is something that shouldn39。t be done in the village, and they agree to then you take the toilet and you position it as a modern, trendy state in Northern India has gone so far as to link toilets to it at these headlines.(Laughter)I39。m not are refusing to marry men without loo, no “I do.”(Laughter)Now, it39。s not just a funny 39。s 39。s an innovative marketing more importantly, it saves a look at is a room full of young men and my husband, can you guess what the young men are waiting for? They39。re waiting to be you youbelieve that? We know that circumcision reduces HIV infection by 60 percent in when we first heard this result inside the Foundation, I have to admit, Bill and I were scratching our heads a little bit, and we were saying, “But who39。s going to volunteer for this procedure?” But it turns out the men do, because they39。re hearing from their girlfriends that they prefer it, and the men also believe it improves their sex if we can start to understand what people really want in health and development, we can change munities and we can change whole why is all of this so important? So let39。s talk about what happens when this all es together, when you tie the three things polio, I think, is one of the most powerful 39。ve seen a 99 percent reduction in polio in 20 if you look back to 1988, there are about 350,000 cases of polio on the planet that 2009, we39。re down to 1,600 how did that happen? Let39。s look at a country like have over a billion people in this country, but they have 35,000 local doctors who report paralysis, and clinicians, a huge reporting system in have two and a half million let me make the story a little bit more concrete for me tell you the story of Shriram, an 18 month boy in Bihar, a northern state in year on August 8th, he felt paralysis, and on the 13th, his parents took him to the August 14th and 15th, they took a stool sample, andby the 25th of August, it was confirmed he had Type 1 August 30th, a genetic test was done, and we knew what strain of polio Shriram it could have e from one of two could have e from Nepal, just to the north, across the border, or from Jharkhand, a state just to the , the genetic testing proved that, in fact, this strand came north, because, had it e from the south, it would have had a much wider impact in terms of many more people would have been what39。s the endgame? Well on September 4th, there was a huge mopup campaign, which is what you do in went out and, where Shriram lives, they vaccinated two million in less than a month, we went from one case of paralysis to a targeted vaccination I39。m happy to say only one other person in that area got 39。s how you keep a huge outbreak from spreading, and it shows what can happen when local people have the data in their hands。they can save one of the challenges in polio, still, is marketing, but it might not be what you 39。s not the marketing on the 39。s not telling the parents, “If you see paralysis, take your child to the doctor or get your child vaccinated.” We have a problem with marketing in the donor G8 nations have been incredibly generous on polio over the last 20 years, but we39。restarting to have something called polio fatigue, and that is that the donor nations aren39。t willing to fund polio any by next summer, we39。re sighted to run out of money on we are 99 percent of the way there on this goal, and we39。re about to run short of I think that if the marketing were more aspirational, if we could focus as a munity on how far we39。ve e and how amazing it would be to eradicate this disease, we could put polio fatigue and polio behind if we could do that, we could stop vaccinating everybody, worldwide, in all of our countries for it would only be the second disease ever wiped off the face of the we are so this victory is so if Coke39。s marketers came to me and asked me to define happiness, I39。d say my vision of happiness is a mother holding healthy baby in her me, that is deep so if we can learn lessons from the innovators in every sector, then in the future we make together, that happiness can be just as ubiquitous as you.(Applause)