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 sa ovo dvoje - mojom decom. Pešačili smo kroz šumu u Ouklandu kada je moja ćerka primetila plastičnu posudu sa mačjim izmetom u potoku. Pogledala me je i rekla: „Tata, to ne ide tu.“
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, podsetila me je na letnji kamp. Na jutro dana za posete, neposredno pre nego što bi pustili zabrinute roditelje da ulete kroz kapiju, direktor kampa bi rekao: „Brzo! Neka svako pokupi pet otpadaka!“ Kažete par stotina dece da pokupe po pet otpadaka i vrlo brzo imate mnogo čistiji kamp. Stoga sam pomislio, zašto ne primenimo takvo angažovanje javnosti kao metod čišćenja cele planete? I to je bila inspiracija za „Literati“.
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 da stvorimo svet bez otpada. Pokazaću vam kako je počelo. Fotografisao sam cigaretu koristeći Instagram. Onda sam napravio još jednu fotku, i još jednu fotku, pa još jednu. I primetio sam dve stvari: prvo, otpad je postao umetnički i pristupačan, i drugo, nakon nekoliko dana sam u telefonu imao 50 fotki, a svaki otpadak sam pokupio, i shvatio sam da evidentiram svoj pozitivan uticaj na planetu. To je 50 stvari manje koje možete videti, na koje možete zgaziti, 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 da govorim ljudima šta radim, i počeli su da mi se pridružuju. Jednog dana se pojavila ova fotografija iz Kine, i tada sam shvatio da je „Literati“ više od lepih fotki, da postajemo zajednica koja sakuplja podatke. Svaka fotografija je priča za sebe. Govori nam ko je pokupio šta, geografska oznaka govori gde, a vremenska oznaka govori kada. Stoga sam napravio mapu na Guglu i počeo da označavam mesta gde se otpaci kupe. Kroz taj proces, zajednica je rasla i broj podataka je rastao. Moja deca idu u školu baš ovde 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 se stapa sa pozadinom našeg života. Šta bi bilo da ga stavimo u prvi plan? Šta bi bilo kada bismo shvatili šta tačno postoji na ulicama, na trotoarima i u školskim dvorištima? Kako bismo mogli da iskoristimo ove podatke da stvorimo promenu?
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 sa gradovima. San Francisko je želeo da otkrije koji procenat otpada su cigarete. Zašto? Da bi uveli porez. Stoga su postavili nekoliko ljudi na ulice sa notesima i olovkama, koji su kružili i sakupljali informacije koje su dovele do poreza od 20 centi na sve prodaje cigareta. A onda su ih tužile velike kompanije duvanske industrije, tvrdeći da taj metod sakupljanja informacija nije ni precizan niti dokaziv. Pozvali su me iz opštine i pitali da li naša tehnologija može da pomogne. Ne znam da li su znali da je naša tehnologija moj nalog na Instagramu -
(Laughter)
(Smeh)
But I said, "Yes, we can."
ali sam rekao: „Da, može.“
(Laughter)
(Smeh)
"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 da vam kažemo da li je marka Parlament ili Pal Mal. Uz to, svaka fotografija ima geografsku i vremensku oznaku koja vam pruža dokaze.“ Nakon četiri dana i 5 000 sakupljenih otpadaka, naši podaci su iskorišćeni u sudu da se porez ne samo održi, već udvostruči, što je stvorilo godišnji prihod od četiri miliona dolara koji se koristi za čišćenje San Franciska.
Now, during that process I learned two things: one, Instagram is not the right tool --
Tokom tog procesa sam naučio dve stvari: kao prvo, Instagram nije pravi alat za ovo -
(Laughter)
(Smeh)
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?
Kao drugo, ako razmislite o tome, svaki grad na svetu ima svoj jedinstveni otpad poput otiska prsta, a taj otisak prsta nam ukazuje na izvor problema i na put ka njegovom rešavanju. Ako bismo mogli da stvorimo izvor prihoda samo razumevanjem procenta cigareta, šta bi bilo sa šoljicama kafe, limenkama soka, ili plastičnim bocama? Ako možete da to obeležite u San Francisku, zašto ne u Ouklandu ili Amsterdamu, ili negde mnogo bliže domu? A šta je sa brendovima? Kako bi oni mogli da iskoriste podatke da pomire svoje ekonomske i ekološke 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 Ouklanda ima jedan blok prekriven otpadom. Zajednica Literata se okupila i pokupila 1 500 otpadaka. Otkrili smo sledeće: većina otpada je potekla od veoma poznatog proizvođača takosa. Većina otpadaka tog proizvođača bile su kesice ljutog sosa, a većina njih nije bila ni otvorena. Problem i put ka rešenju - možda bi trebalo da taj proizvođač daje ljuti sos na zahtev ili postavi dozator ili napravi pakovanje koje je održivije. Kako brend uzme pretnju po životnu sredinu, pretvori je u ekonomski pogon i tako 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 da stvorite promene, najbolje je početi od svoje dece. Grupa petaka u osnovnoj je pokupila 1 247 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 kod direktora i pitali: „Zašto i dalje kupujemo slamčice?“ Tako su prestali. I otkrili su da svako pojedinačno može da napravi promenu, ali da zajedno imaju jači uticaj.
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 bitno da li ste student ili naučnik, da li živite u Honoluluu ili Hanoju, ovo je zajednica za sve. Stvorena je zbog dvoje male dece u šumi u Severnoj Karolini i danas je raširena po celom svetu. A znate kako dolazimo dotle? Otpadak po otpadak.
Thank you.
Hvala.
(Applause)
(Aplauz)