This app makes it fun to pick up litter | Jeff Kirschner

Prevoditelj: Sanda L Recezent: Ivan Stamenković

This story starts with these two --

Priča počinje s ovo dvoje,

my kids.

mojom djecom.

We were hiking in the Oakland woods

Planinarili smo šumama Oaklanda,

when my daughter noticed a plastic tub of cat litter in a creek.

kada je moja kćer u potoku primjetila plastičnu posudu s mačjim izmetom.

She looked at me and said,

Pogledala me i rekla:

"Daddy?

"Tata?

That doesn't go there."

Ovome nije tu mjesto."

When she said that, it reminded me of summer camp.

Kada je to rekla, podsjetila me na ljetni kamp.

On the morning of visiting day,

Ujutro na dan posjeta,

right before they'd let our anxious parents come barreling through the gates,

neposredno prije nego što bi pustili zabrinute roditelje kroz ulaz,

direktor kampa bi rekao: "Brzo!

our camp director would say,

Neka svatko pokupi pet otpadaka!“

"Quick! Everyone pick up five pieces of litter."

You get a couple hundred kids each picking up five pieces,

Imate nekoliko stotina djece, svako pokupi po pet otpadaka

and pretty soon, you've got a much cleaner camp.

i vrlo brzo imate mnogo čišći kamp.

So I thought,

Stoga sam pomislio,

why not apply that crowdsourced cleanup model to the entire planet?

zašto ne primjeniti ovako nešto kao model čišćenja cijelog planeta?

And that was the inspiration for Litterati.

I to je bila inspiracija za Litterati.

The vision is to create a litter-free world.

Vizija je stvoriti svijet bez otpada.

Let me show you how it started.

Pokazat ću vam kako je počelo.

I took a picture of a cigarette using Instagram.

Fotografirao sam cigaretu uz pomoć Instagrama.

Then I took another photo ...

Onda sam napravio još jednu fotku

and another photo ...

i još jednu,

and another photo.

i još jednu.

And I noticed two things:

I primjetio sam dvije stvari:

one, litter became artistic and approachable;

prvo, otpad je postao umjetnički i pristupačan,

and two,

i drugo, nakon nekoliko dana

at the end of a few days, I had 50 photos on my phone

u telefonu sam imao 50 fotki,

and I had picked up each piece,

i svaki taj otpadak sam pokupio

and I realized that I was keeping a record

te sam shvatio da vodim evidenciju

of the positive impact I was having on the planet.

o svom pozitivnom utjecaju na planet.

That's 50 less things that you might see,

To je 50 stvari manje koje možete vidjeti,

or you might step on,

na koje možete nagaziti,

or some bird might eat.

ili koje bi neka ptica mogla pojesti.

So I started telling people what I was doing,

Tako sam počeo govoriti ljudima što radim

and they started participating.

i oni su se počeli uključivati.

One day,

I jednog dana

this photo showed up from China.

pojavila se ova fotografija iz Kine.

And that's when I realized

I tada sam shvatio

that Litterati was more than just pretty pictures;

da je Litterati više od lijepih fotki,

we were becoming a community that was collecting data.

da postajemo zajednica koja prikuplja podatke.

Each photo tells a story.

Svaka fotografija je priča za sebe.

It tells us who picked up what,

Govori nam tko je što pokupio,

a geotag tells us where

geografska oznaka govori gdje,

and a time stamp tells us when.

a vremenska oznaka govori kada.

So I built a Google map,

Stoga sam napravio mapu na Googleu

and started plotting the points where pieces were being picked up.

i počeo označavati mjesta gdje se otpaci kupe.

And through that process, the community grew

Kroz taj proces, zajednica je rasla

and the data grew.

kao i broj podataka.

My two kids go to school right in that bullseye.

Moja djeca idu u školu baš ovdje u sredini.

Litter:

Otpad.

it's blending into the background of our lives.

Otpad se stapa s pozadinom našeg života.

But what if we brought it to the forefront?

No, što bi bilo da ga stavimo u prvi plan?

Što bi bilo kada bismo shvatili čega točno ima po našim ulicama,

What if we understood exactly what was on our streets,

our sidewalks

po pločnicima

and our school yards?

i u školskim dvorištima?

How might we use that data to make a difference?

Kako bismo mogli iskoristiti ove podatke za stvaranje promjene?

Dozvolite da vam pokažem.

Well, let me show you.

The first is with cities.

Prvo s gradovima.

San Francisco wanted to understand what percentage of litter was cigarettes.

San Francisco je želio otkriti koji postotak otpada su cigarete.

Why?

Zašto?

To create a tax.

Kako bi uveli porez.

So they put a couple of people in the streets

Stoga su postavili na ulice nekoliko ljudi

s olovkama i blokovima,

with pencils and clipboards,

who walked around collecting information

koji su kružili i prikupljali informacije,

which led to a 20-cent tax on all cigarette sales.

što je dovelo do poreza od 20 centi na prodaju svih cigareta.

And then they got sued

A onda su ih tužile

by big tobacco,

velike duhanske kompanije,

who claimed that collecting information with pencils and clipboards

tvrdeći da takav način prikupljanje informacija

is neither precise nor provable.

nije ni precizan ni dokaziv.

The city called me and asked if our technology could help.

Pozvali su me iz ureda grada i pitali može li naša tehnologija pomoći.

I'm not sure they realized

Ne znam jesu li znali

that our technology was my Instagram account --

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.

„I možemo vam reći jesu li cigarete Parliament ili Pall Mall.

Plus, every photograph is geotagged and time-stamped,

Uz to, svaka fotografija ima geografsku i vremensku oznaku

providing you with proof."

kao dokaz."

Four days and 5,000 pieces later,

Nakon četiri dana i 5000 sakupljenih otpadaka,

our data was used in court to not only defend but double the tax,

naši podaci su iskorišteni na sudu da se porez ne samo održi, već udvostruči,

generating an annual recurring revenue of four million dollars

što je stvorilo godišnji prihod od četiri milijuna dolara

for San Francisco to clean itself up.

koji se koristi za čišćenje San Francisca.

Now, during that process I learned two things:

Tijekom tog procesa naučio sam dvije stvari:

prvo, Instagram nije pravi alat za ovo,

one, Instagram is not the right tool --

(Laughter)

(Smijeh)

so we built an app.

i zato smo razvili aplikaciju.

And two, if you think about it,

I drugo, ako razmislite o tome,

every city in the world has a unique litter fingerprint,

svaki grad na svijetu ima svoj jedinstveni otpad poput otiska prsta,

and that fingerprint provides both the source of the problem

a taj otisak prsta nam ukazuje na izvor problema

and the path to the solution.

i na put ka njegovom rješenju.

If you could generate a revenue stream

Ako biste mogli stvoriti izvor prihoda

just by understanding the percentage of cigarettes,

samo razumijevanjem postotka cigareta,

well, what about coffee cups

a što je i sa šalicama kave,

or soda cans

ili limenkama sokova,

or plastic bottles?

ili plastičnim bocama?

If you could fingerprint San Francisco, well, how about Oakland

Ako možete to obilježiti u San Franciscu, zašto ne i u Oaklandu,

or Amsterdam

ili Amsterdamu,

or somewhere much closer to home?

ili negdje mnogo bliže domu?

And what about brands?

A što je s brendovima?

How might they use this data

Kako bi oni mogli iskoristiti podatke

to align their environmental and economic interests?

da usklade svoje ekološke i ekonomske interese?

There's a block in downtown Oakland that's covered in blight.

U centru Oaklanda ima jedan kvart prekriven otpadom.

The Litterati community got together and picked up 1,500 pieces.

Zajednica Litterati se okupila i pokupila 1500 otpadaka.

And here's what we learned:

Otkrili smo sljedeće:

most of that litter came from a very well-known taco brand.

većina otpada je potekla od vrlo poznatog proizvođača takosa.

Most of that brand's litter were their own hot sauce packets,

Većina otpadaka tog brenda bile su vrećice ljutog umaka,

and most of those hot sauce packets hadn't even been opened.

a većina njih nije bila ni otvorena.

The problem and the path to the solution --

Problem i put ka rješenju,

well, maybe that brand only gives out hot sauce upon request

možda bi taj brend trebao davati ljuti umak na zahtjev,

or installs bulk dispensers

ili postavi dozatore,

or comes up with more sustainable packaging.

ili napraviti pakiranje koje je održivije.

How does a brand take an environmental hazard,

Kako brend uzima otpad opasan za okoliš,

turn it into an economic engine

pretvori ga u ekonomskog pokretača

and become an industry hero?

i postane heroj u toj industriji?

If you really want to create change,

Ako zaista želite stvoriti promjene,

there's no better place to start than with our kids.

najbolje je početi od svoje djece.

A group of fifth graders picked up 1,247 pieces of litter

Grupa učenika petih razreda pokupila je 1247 otpadaka

just on their school yard.

samo u svom školskom dvorištu.

And they learned that the most common type of litter

I otkrili su da su najčešća vrsta otpada

were the plastic straw wrappers from their own cafeteria.

plastični omoti za slamčice iz njihove kantine.

So these kids went to their principal and asked,

Zatim su ovi klinci otišli ravnatelju i pitali:

"Why are we still buying straws?"

„Zašto i dalje kupujemo slamčice?“

And they stopped.

I tako su prestali.

And they learned that individually they could each make a difference,

I otkrili su da svatko pojedinačno može napraviti promjenu,

but together they created an impact.

ali da zajedno stvaraju utjecaj.

It doesn't matter if you're a student or a scientist,

Nije važno jeste li učenik ili znanstvenik,

whether you live in Honolulu or Hanoi,

živite li u Honolulu ili Hanoi,

this is a community for everyone.

ovo je zajednica za svakoga.

It started because of two little kids in the Northern California woods,

Počela je zbog dvoje male djece u šumama Sjeverne Karoline,

and today it's spread across the world.

a danas je raširena diljem svijeta.

And you know how we're getting there?

A znate kako uspjevamo u tome?

One piece at a time.

Otpadak po otpadak.

Thank you.

Hvala.

(Applause)

(Pljesak)