This story starts with these two -- my kids. We were hiking in the Oakland woods when my daughter noticed a plastic tub of cat litter in a creek. She looked at me and said, "Daddy? That doesn't go there."
Priča počinje s ovo dvoje, mojom djecom. Planinarili smo šumama Oaklanda, kada je moja kćer u potoku primjetila plastičnu posudu s mačjim izmetom. Pogledala me i rekla: "Tata? Ovome nije tu mjesto."
When she said that, it reminded me of summer camp. On the morning of visiting day, right before they'd let our anxious parents come barreling through the gates, our camp director would say, "Quick! Everyone pick up five pieces of litter." You get a couple hundred kids each picking up five pieces, and pretty soon, you've got a much cleaner camp. So I thought, why not apply that crowdsourced cleanup model to the entire planet? And that was the inspiration for Litterati.
Kada je to rekla, podsjetila me na ljetni kamp. Ujutro na dan posjeta, neposredno prije nego što bi pustili zabrinute roditelje kroz ulaz, direktor kampa bi rekao: "Brzo! Neka svatko pokupi pet otpadaka!“ Imate nekoliko stotina djece, svako pokupi po pet otpadaka i vrlo brzo imate mnogo čišći kamp. Stoga sam pomislio, zašto ne primjeniti ovako nešto kao model čišćenja cijelog planeta? I to je bila inspiracija za Litterati.
The vision is to create a litter-free world. Let me show you how it started. I took a picture of a cigarette using Instagram. Then I took another photo ... and another photo ... and another photo. And I noticed two things: one, litter became artistic and approachable; and two, at the end of a few days, I had 50 photos on my phone and I had picked up each piece, and I realized that I was keeping a record of the positive impact I was having on the planet. That's 50 less things that you might see, or you might step on, or some bird might eat.
Vizija je stvoriti svijet bez otpada. Pokazat ću vam kako je počelo. Fotografirao sam cigaretu uz pomoć Instagrama. Onda sam napravio još jednu fotku i još jednu, i još jednu. I primjetio sam dvije stvari: prvo, otpad je postao umjetnički i pristupačan, i drugo, nakon nekoliko dana u telefonu sam imao 50 fotki, i svaki taj otpadak sam pokupio te sam shvatio da vodim evidenciju o svom pozitivnom utjecaju na planet. To je 50 stvari manje koje možete vidjeti, na koje možete nagaziti, ili koje bi neka ptica mogla pojesti.
So I started telling people what I was doing, and they started participating. One day, this photo showed up from China. And that's when I realized that Litterati was more than just pretty pictures; we were becoming a community that was collecting data. Each photo tells a story. It tells us who picked up what, a geotag tells us where and a time stamp tells us when. So I built a Google map, and started plotting the points where pieces were being picked up. And through that process, the community grew and the data grew. My two kids go to school right in that bullseye.
Tako sam počeo govoriti ljudima što radim i oni su se počeli uključivati. I jednog dana pojavila se ova fotografija iz Kine. I tada sam shvatio da je Litterati više od lijepih fotki, da postajemo zajednica koja prikuplja podatke. Svaka fotografija je priča za sebe. Govori nam tko je što pokupio, geografska oznaka govori gdje, a vremenska oznaka govori kada. Stoga sam napravio mapu na Googleu i počeo označavati mjesta gdje se otpaci kupe. Kroz taj proces, zajednica je rasla kao i broj podataka. Moja djeca idu u školu baš ovdje u sredini.
Litter: it's blending into the background of our lives. But what if we brought it to the forefront? What if we understood exactly what was on our streets, our sidewalks and our school yards? How might we use that data to make a difference?
Otpad. Otpad se stapa s pozadinom našeg života. No, što bi bilo da ga stavimo u prvi plan? Što bi bilo kada bismo shvatili čega točno ima po našim ulicama, po pločnicima i u školskim dvorištima? Kako bismo mogli iskoristiti ove podatke za stvaranje promjene?
Well, let me show you. The first is with cities. San Francisco wanted to understand what percentage of litter was cigarettes. Why? To create a tax. So they put a couple of people in the streets with pencils and clipboards, who walked around collecting information which led to a 20-cent tax on all cigarette sales. And then they got sued by big tobacco, who claimed that collecting information with pencils and clipboards is neither precise nor provable. The city called me and asked if our technology could help. I'm not sure they realized that our technology was my Instagram account --
Dozvolite da vam pokažem. Prvo s gradovima. San Francisco je želio otkriti koji postotak otpada su cigarete. Zašto? Kako bi uveli porez. Stoga su postavili na ulice nekoliko ljudi s olovkama i blokovima, koji su kružili i prikupljali informacije, što je dovelo do poreza od 20 centi na prodaju svih cigareta. A onda su ih tužile velike duhanske kompanije, tvrdeći da takav način prikupljanje informacija nije ni precizan ni dokaziv. Pozvali su me iz ureda grada i pitali može li naša tehnologija pomoći. Ne znam jesu li znali da je naša tehnologija moj profil na Instagramu.
(Laughter)
(Smijeh)
But I said, "Yes, we can."
Ali rekao sam: „Da, može.“
(Laughter)
(Smijeh)
"And we can tell you if that's a Parliament or a Pall Mall. Plus, every photograph is geotagged and time-stamped, providing you with proof." Four days and 5,000 pieces later, our data was used in court to not only defend but double the tax, generating an annual recurring revenue of four million dollars for San Francisco to clean itself up.
„I možemo vam reći jesu li cigarete Parliament ili Pall Mall. Uz to, svaka fotografija ima geografsku i vremensku oznaku kao dokaz." Nakon četiri dana i 5000 sakupljenih otpadaka, naši podaci su iskorišteni na sudu da se porez ne samo održi, već udvostruči, što je stvorilo godišnji prihod od četiri milijuna dolara koji se koristi za čišćenje San Francisca.
Now, during that process I learned two things: one, Instagram is not the right tool --
Tijekom tog procesa naučio sam dvije stvari: prvo, Instagram nije pravi alat za ovo,
(Laughter)
(Smijeh)
so we built an app.
i zato smo razvili aplikaciju.
And two, if you think about it, every city in the world has a unique litter fingerprint, and that fingerprint provides both the source of the problem and the path to the solution. If you could generate a revenue stream just by understanding the percentage of cigarettes, well, what about coffee cups or soda cans or plastic bottles? If you could fingerprint San Francisco, well, how about Oakland or Amsterdam or somewhere much closer to home? And what about brands? How might they use this data to align their environmental and economic interests?
I drugo, ako razmislite o tome, svaki grad na svijetu ima svoj jedinstveni otpad poput otiska prsta, a taj otisak prsta nam ukazuje na izvor problema i na put ka njegovom rješenju. Ako biste mogli stvoriti izvor prihoda samo razumijevanjem postotka cigareta, a što je i sa šalicama kave, ili limenkama sokova, ili plastičnim bocama? Ako možete to obilježiti u San Franciscu, zašto ne i u Oaklandu, ili Amsterdamu, ili negdje mnogo bliže domu? A što je s brendovima? Kako bi oni mogli iskoristiti podatke da usklade svoje ekološke i ekonomske interese?
There's a block in downtown Oakland that's covered in blight. The Litterati community got together and picked up 1,500 pieces. And here's what we learned: most of that litter came from a very well-known taco brand. Most of that brand's litter were their own hot sauce packets, and most of those hot sauce packets hadn't even been opened. The problem and the path to the solution -- well, maybe that brand only gives out hot sauce upon request or installs bulk dispensers or comes up with more sustainable packaging. How does a brand take an environmental hazard, turn it into an economic engine and become an industry hero?
U centru Oaklanda ima jedan kvart prekriven otpadom. Zajednica Litterati se okupila i pokupila 1500 otpadaka. Otkrili smo sljedeće: većina otpada je potekla od vrlo poznatog proizvođača takosa. Većina otpadaka tog brenda bile su vrećice ljutog umaka, a većina njih nije bila ni otvorena. Problem i put ka rješenju, možda bi taj brend trebao davati ljuti umak na zahtjev, ili postavi dozatore, ili napraviti pakiranje koje je održivije. Kako brend uzima otpad opasan za okoliš, pretvori ga u ekonomskog pokretača i postane heroj u toj industriji?
If you really want to create change, there's no better place to start than with our kids. A group of fifth graders picked up 1,247 pieces of litter just on their school yard. And they learned that the most common type of litter were the plastic straw wrappers from their own cafeteria. So these kids went to their principal and asked, "Why are we still buying straws?" And they stopped. And they learned that individually they could each make a difference, but together they created an impact.
Ako zaista želite stvoriti promjene, najbolje je početi od svoje djece. Grupa učenika petih razreda pokupila je 1247 otpadaka samo u svom školskom dvorištu. I otkrili su da su najčešća vrsta otpada plastični omoti za slamčice iz njihove kantine. Zatim su ovi klinci otišli ravnatelju i pitali: „Zašto i dalje kupujemo slamčice?“ I tako su prestali. I otkrili su da svatko pojedinačno može napraviti promjenu, ali da zajedno stvaraju utjecaj.
It doesn't matter if you're a student or a scientist, whether you live in Honolulu or Hanoi, this is a community for everyone. It started because of two little kids in the Northern California woods, and today it's spread across the world. And you know how we're getting there? One piece at a time.
Nije važno jeste li učenik ili znanstvenik, živite li u Honolulu ili Hanoi, ovo je zajednica za svakoga. Počela je zbog dvoje male djece u šumama Sjeverne Karoline, a danas je raširena diljem svijeta. A znate kako uspjevamo u tome? Otpadak po otpadak.
Thank you.
Hvala.
(Applause)
(Pljesak)