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

140,568 views ใƒป 2017-03-22

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: keun_young Lee ๊ฒ€ํ† : Ju Hye Lim
00:12
This story starts with these two --
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์ด์•ผ๊ธฐ๋Š” ์ œ ๋‘ ์•„์ด์™€ ์‹œ์ž‘๋ฉ๋‹ˆ๋‹ค.
00:15
my kids.
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00:17
We were hiking in the Oakland woods
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์ €ํฌ๋Š” ์˜คํด๋žœ๋“œ ์ˆฒ์—์„œ ๋“ฑ์‚ฐํ•˜๊ณ  ์žˆ์—ˆ๋Š”๋ฐ
00:18
when my daughter noticed a plastic tub of cat litter in a creek.
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์ œ ๋”ธ์ด ์‹œ๋ƒ‡๋ฌผ์—์„œ ๊ณ ์–‘์ด ๋ถ„๋‡จํ†ต์„ ๋ฐœ๊ฒฌํ–ˆ์Šต๋‹ˆ๋‹ค.
00:23
She looked at me and said,
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์ œ ๋”ธ์€ ์ €๋ฅผ ๋ณด๊ณ  ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
00:25
"Daddy?
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"์•„๋น ? ์ €๊ฑฐ ๋ฒ„๋ฆฌ๋ฉด ์•ˆ๋˜์ž–์•„."
00:27
That doesn't go there."
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00:29
When she said that, it reminded me of summer camp.
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๊ทธ๋…€๊ฐ€ ํ•œ ๋ง์€ ์—ฌ๋ฆ„์บ ํ”„๋ฅผ ์ƒ๊ฐ๋‚˜๊ฒŒ ํ–ˆ์Šต๋‹ˆ๋‹ค.
00:31
On the morning of visiting day,
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ํ•™๋ถ€๋ชจ ๋ฐฉ๋ฌธ์ผ ์•„์นจ์—
00:33
right before they'd let our anxious parents come barreling through the gates,
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๊ฑฑ์ • ๊ฐ€๋“ํ•œ ๋ถ€๋ชจ๋“ค์ด ์บ ํ”„๋ฌธ์— ๋“ค์–ด์„œ๊ธฐ ์ง์ „์ด์—ˆ์Šต๋‹ˆ๋‹ค.
00:37
our camp director would say,
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์บ ํ”„์žฅ์ด ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
00:38
"Quick! Everyone pick up five pieces of litter."
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"๋ชจ๋‘ ์–ด์„œ ์“ฐ๋ ˆ๊ธฐ๋ฅผ 5๊ฐœ์”ฉ ์ฃผ์šฐ์„ธ์š”."
00:40
You get a couple hundred kids each picking up five pieces,
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์ˆ˜๋ฐฑ ๋ช…์˜ ์•„์ด๋“ค์ด ์“ฐ๋ ˆ๊ธฐ๋ฅผ 5๊ฐœ์”ฉ ์ง‘์–ด๋“ค๊ฒŒ ํ•˜๋ฉด
00:43
and pretty soon, you've got a much cleaner camp.
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์บ ํ”„๋Š” ๊ธˆ๋ฐฉ ํ›จ์”ฌ ๋” ๊นจ๋—ํ•ด์ง‘๋‹ˆ๋‹ค.
00:46
So I thought,
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๊ทธ๋ž˜์„œ ์ €๋Š” ์ƒ๊ฐํ–ˆ์Šต๋‹ˆ๋‹ค.
00:47
why not apply that crowdsourced cleanup model to the entire planet?
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ํฌ๋ผ์šฐ๋“œ ์†Œ์‹ฑ์˜ ์ฒญ์†Œ ๋ชจ๋ธ์„ ์ „ ์ง€๊ตฌ์— ์ ์šฉํ•˜๋Š” ๊ฒŒ ์–ด๋–จ๊นŒ?
00:52
And that was the inspiration for Litterati.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ ๋ฐœ์ƒ์ด ๋ฆฌํ„ฐ๋ผํ‹ฐ ์•ฑ ๊ฐœ๋ฐœ์— ์ฐฉ์ˆ˜ํ•œ ์˜๊ฐ์ด ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
00:55
The vision is to create a litter-free world.
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๋น„์ „์€ ์“ฐ๋ ˆ๊ธฐ ์—†๋Š” ์„ธ์ƒ์„ ๋งŒ๋“œ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
00:58
Let me show you how it started.
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๊ทธ ์‹œ์ž‘์„ ๋ง์”€๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
01:00
I took a picture of a cigarette using Instagram.
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์ €๋Š” ์ธ์Šคํƒ€๊ทธ๋žจ์œผ๋กœ ๋‹ด๋ฐฐ๋ฅผ ์ฐ์—ˆ์Šต๋‹ˆ๋‹ค.
01:04
Then I took another photo ...
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๊ทธ๋ฆฌ๊ณ  ๋‹ค๋ฅธ ์‚ฌ์ง„์„ ๋˜ ์ฐ์—ˆ์Šต๋‹ˆ๋‹ค.
01:05
and another photo ...
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๊ทธ๋ฆฌ๊ณ  ๋˜ ์ฐ๊ณ ...
01:07
and another photo.
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๋˜ ์ฐ์—ˆ์–ด์š”.
01:08
And I noticed two things:
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์—ฌ๊ธฐ์„œ ๋‘ ๊ฐ€์ง€๋ฅผ ์•Œ๊ฒŒ๋ฉ๋‹ˆ๋‹ค.
01:10
one, litter became artistic and approachable;
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ํ•˜๋‚˜, ์“ฐ๋ ˆ๊ธฐ๋„ ์˜ˆ์ˆ ์ž‘ํ’ˆ์ด ๋˜๊ณ  ์ ‘๊ทผ๊ฐ€๋Šฅํ•˜๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
01:14
and two,
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๊ทธ๋ฆฌ๊ณ  ๋‘ ๋ฒˆ์งธ
01:15
at the end of a few days, I had 50 photos on my phone
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๋ฉฐ์น  ํ›„ ์ œ ํ•ธ๋“œํฐ์—๋Š” 50์žฅ์˜ ์‚ฌ์ง„์ด ์žˆ์—ˆ๊ณ 
01:17
and I had picked up each piece,
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๊ทธ ์‚ฌ์ง„์˜ ์“ฐ๋ ˆ๊ธฐ๋“ค์„ ๋‹ค ์ฃผ์› ์—ˆ์Šต๋‹ˆ๋‹ค.
01:19
and I realized that I was keeping a record
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์ œ๊ฐ€ ์ง€๊ตฌ์— ๋ฏธ์น˜๋Š” ๊ธ์ •์ ์ธ ์˜ํ–ฅ์„
01:21
of the positive impact I was having on the planet.
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๊ธฐ๋กํ•˜๊ณ  ์žˆ์—ˆ๋‹ค๋Š” ์‚ฌ์‹ค์„ ๊นจ๋‹ฌ์•˜์Šต๋‹ˆ๋‹ค.
01:24
That's 50 less things that you might see,
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์‚ฌ๋žŒ๋“ค์ด 50๊ฐœ์˜ ์“ฐ๋ ˆ๊ธฐ๋ฅผ ๋œ ๋ณด๊ฒŒ ๋˜๊ฑฐ๋‚˜
01:27
or you might step on,
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๋œ ๋ฐŸ๊ฒŒ ๋˜๊ฑฐ๋‚˜
01:28
or some bird might eat.
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์ƒˆ๋“ค์ด ๋จน์ง€ ์•Š๊ฒŒ ๋˜๋Š” ๊ฒƒ์ด์ฃ .
01:30
So I started telling people what I was doing,
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์ €๋Š” ์ œ๊ฐ€ ํ•˜๊ณ  ์žˆ๋Š” ๊ฑธ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๋งํ•˜๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:33
and they started participating.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋“ค๋„ ์ฐธ์—ฌํ•˜๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:36
One day,
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์–ด๋Š ๋‚ 
01:38
this photo showed up from China.
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์ค‘๊ตญ์—์„œ ์ด ์‚ฌ์ง„์ด ๋–ด์Šต๋‹ˆ๋‹ค.
01:41
And that's when I realized
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๊ทธ ๋•Œ ์ €๋Š” ๊นจ๋‹ฌ์•˜์Šต๋‹ˆ๋‹ค.
01:43
that Litterati was more than just pretty pictures;
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์ด ๋ฆฌํ„ฐ๋ผํ‹ฐ๋Š” ๋‹จ์ง€ ์˜ˆ์œ ์‚ฌ์ง„ ์ด์ƒ์ด๋ผ๋Š” ๊ฒƒ์ด์ฃ .
01:46
we were becoming a community that was collecting data.
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์šฐ๋ฆฌ๋Š” ๋ฐ์ดํ„ฐ๋ฅผ ์ˆ˜์ง‘ํ•˜๋Š” ๊ณต๋™์ฒด๊ฐ€ ๋˜์–ด๊ฐ€๊ณ  ์žˆ์—ˆ๋˜ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
01:50
Each photo tells a story.
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๊ฐ ์‚ฌ์ง„์€ ์‚ฌ์—ฐ์„ ๋‹ด๊ณ  ์žˆ์—ˆ๊ณ 
01:53
It tells us who picked up what,
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๋ˆ„๊ฐ€ ๋ญ˜ ์ฃผ์› ๋Š”์ง€ ๋งํ•ด์ฃผ๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
01:55
a geotag tells us where
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์ง€์˜คํƒœ๊ทธ๋Š” ์œ„์น˜๊ฐ€ ์–ด๋”˜์ง€
01:57
and a time stamp tells us when.
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ํƒ€์ž„์Šคํƒฌํ”„๋Š” ์–ธ์ œ์ธ์ง€๋ฅผ ๋งํ•ด์ฃผ๊ณ  ์žˆ์—ˆ์–ด์š”.
01:59
So I built a Google map,
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๊ทธ๋ž˜์„œ ์ €๋Š” ๊ตฌ๊ธ€ ์ง€๋„๋ฅผ ๊ตฌ์ถ•ํ•˜์—ฌ
02:02
and started plotting the points where pieces were being picked up.
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์“ฐ๋ ˆ๊ธฐ๊ฐ€ ์ˆ˜๊ฑฐ๋˜๋Š” ์ง€์ ์„ ๊ตฌํšํ•˜๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
02:06
And through that process, the community grew
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๊ทธ ๊ณผ์ •์„ ํ†ตํ•ด ๊ณต๋™์ฒด๋Š” ์ปค์กŒ๊ณ 
02:10
and the data grew.
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๋ฐ์ดํ„ฐ๋„ ์Œ“์˜€์Šต๋‹ˆ๋‹ค.
02:12
My two kids go to school right in that bullseye.
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์ œ ๋‘ ์ž๋…€๋Š” ๋ฐ”๋กœ ์—ฌ๊ธฐ ํ•œ๊ฐ€์šด๋ฐ์— ์žˆ๋Š” ํ•™๊ต๋ฅผ ๋‹ค๋‹™๋‹ˆ๋‹ค.
02:16
Litter:
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์“ฐ๋ ˆ๊ธฐ๋Š” ์šฐ๋ฆฌ ์‚ถ์˜ ๋ฐฐ๊ฒฝ์— ๋…น์•„๋“ญ๋‹ˆ๋‹ค.
02:18
it's blending into the background of our lives.
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02:20
But what if we brought it to the forefront?
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๊ทธ๊ฑธ ์ „๋ฉด์— ๋‚ด์„ธ์šฐ๋ฉด ์–ด๋–ป๊ฒŒ ๋ ๊นŒ์š”?
02:23
What if we understood exactly what was on our streets,
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๊ธธ๊ฐ€์—, ํ˜น์€ ๋„๋ณด์™€ ํ•™๊ต์šด๋™์žฅ์— ๋ญ๊ฐ€ ์žˆ๋Š”์ง€ ์ •ํ™•ํžˆ ์•ˆ๋‹ค๋ฉด?
02:25
our sidewalks
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02:27
and our school yards?
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02:28
How might we use that data to make a difference?
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๊ทธ ๋ฐ์ดํ„ฐ๋ฅผ ์–ด๋–ป๊ฒŒ ์จ์„œ ์ƒํ™ฉ์„ ๊ฐœ์„ ํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”?
02:33
Well, let me show you.
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์ž ๋ณด์—ฌ๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
02:34
The first is with cities.
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์ฒซ ๋ฒˆ์งธ๋Š” ๋„์‹œ์ž…๋‹ˆ๋‹ค.
02:36
San Francisco wanted to understand what percentage of litter was cigarettes.
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์ƒŒํ”„๋ž€์‹œ์Šค์ฝ”๋Š” ์“ฐ๋ ˆ๊ธฐ์˜ ๋ช‡ %๊ฐ€ ๋‹ด๋ฐฐ๊ฝ์ดˆ์ธ๊ฐ€๋ฅผ ์•Œ๊ณ  ์‹ถ์–ดํ–ˆ์Šต๋‹ˆ๋‹ค.
02:40
Why?
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์™œ์š”?
02:42
To create a tax.
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์„ธ๊ธˆ์„ ๊ฑท๊ธฐ ์œ„ํ•ด์„œ ์ž…๋‹ˆ๋‹ค.
02:43
So they put a couple of people in the streets
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๊ทธ๋ž˜์„œ ๊ทธ๋“ค์€ ์‚ฌ๋žŒ ๋ช‡ ๋ช…์—๊ฒŒ ์—ฐํ•„๊ณผ ํด๋ฆฝ๋ณด๋“œ๋ฅผ ๊ฐ€์ง€๊ณ 
02:46
with pencils and clipboards,
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๊ฑฐ๋ฆฌ์— ๋‚ด๋ณด๋‚ด์„œ
02:47
who walked around collecting information
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๋Œ์•„๋‹ค๋‹ˆ๋ฉด์„œ ์ •๋ณด๋ฅผ ์ˆ˜์ง‘ํ•˜๊ฒŒ ํ–ˆ์Šต๋‹ˆ๋‹ค.
02:49
which led to a 20-cent tax on all cigarette sales.
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๊ทธ๋ž˜์„œ ๋ชจ๋“  ๋‹ด๋ฐฐ ํŒ๋งค์— 20์„ผํŠธ ์„ธ๊ธˆ์„ ๋งค๊ธฐ๊ฒŒ ๋์ฃ .
02:53
And then they got sued
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋“ค์€ ๋Œ€๊ธฐ์—… ๋‹ด๋ฐฐํšŒ์‚ฌ์—๊ฒŒ ๊ณ ์†Œ๋ฅผ ๋‹นํ•ฉ๋‹ˆ๋‹ค.
02:55
by big tobacco,
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02:56
who claimed that collecting information with pencils and clipboards
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๊ทธ ๋‹ด๋ฐฐํšŒ์‚ฌ๋Š” ์—ฐํ•„๊ณผ ํด๋ฆฝ๋ณด๋“œ๋กœ ์ •๋ณด๋ฅผ ์ˆ˜์ง‘ํ•˜๋Š” ๊ฑด
03:00
is neither precise nor provable.
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์ •ํ™•ํ•˜์ง€๋„ ์ฆ๋ช… ๊ฐ€๋Šฅํ•˜์ง€๋„ ์•Š๋‹ค๊ณ  ์ฃผ์žฅํ–ˆ์Šต๋‹ˆ๋‹ค.
03:03
The city called me and asked if our technology could help.
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์‹œ ๋‹น๊ตญ์€ ์ €์—๊ฒŒ ์ „ํ™”ํ•ด์„œ ์šฐ๋ฆฌ ๊ธฐ์ˆ ์ด ๋„์›€์„ ์ค„ ์ˆ˜ ์žˆ์„์ง€ ๋ฌผ์—ˆ์Šต๋‹ˆ๋‹ค.
03:06
I'm not sure they realized
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์šฐ๋ฆฌ ๊ธฐ์ˆ ์ด ์ œ ์ธ์Šคํƒ€๊ทธ๋žจ์ด๋ผ๋Š” ๊ฑธ ์‹œ ๋‹น๊ตญ์ด ์•Œ๊ณ  ์žˆ์—ˆ๋Š”์ง€ ๋ชจ๋ฅด๊ฒ ์–ด์š”.
03:08
that our technology was my Instagram account --
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03:10
(Laughter)
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(์›ƒ์Œ)
03:11
But I said, "Yes, we can."
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์–ด์จŒ๋“  ์ €๋Š”, "๋„์™€๋“œ๋ฆด๊ฒŒ์š”."
03:12
(Laughter)
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(์›ƒ์Œ)
03:13
"And we can tell you if that's a Parliament or a Pall Mall.
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"๊ตญํšŒ์— ๋ฒ„๋ ค์ง„ ๊ฝ์ดˆ์ธ์ง€ ํŽ ๋ฉœ๊ฐ€์— ๋ฒ„๋ ค์ง„ ๊ฑด์ง€๋„ ์•Œ๋ ค๋“œ๋ฆด ์ˆ˜ ์žˆ์–ด์š”.
03:17
Plus, every photograph is geotagged and time-stamped,
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๋˜ํ•œ ๋ชจ๋“  ์‚ฌ์ง„์€ ์ง€์˜คํƒœ๊ทธ๋˜๊ณ  ํƒ€์ž„์Šคํƒฌํ”„๊ฐ€ ์ฐํž™๋‹ˆ๋‹ค,
03:21
providing you with proof."
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์ฆ๊ฑฐ๊ฐ€ ๋˜๋Š” ๊ฑฐ์ฃ ."
03:23
Four days and 5,000 pieces later,
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4์ผ ๋™์•ˆ 5์ฒœ ์‚ฌ์ง„์ด ์ฐํžŒ ํ›„์—
03:26
our data was used in court to not only defend but double the tax,
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์ €ํฌ ๋ฐ์ดํ„ฐ๋Š” ๋ฒ•์ •์—์„œ ๋ณ€ํ˜ธ๋ฟ ์•„๋‹ˆ๋ผ ์„ธ๊ธˆ์„ 2๋ฐฐ๋กœ ๋ถ€๊ณผํ•˜๋Š” ๋ฐ ์“ฐ์˜€์Šต๋‹ˆ๋‹ค.
03:31
generating an annual recurring revenue of four million dollars
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๋งค๋…„ 4๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ์˜ ์ˆœํ™˜์„ธ์ˆ˜์ž…์„ ๋ฐœ์ƒ์‹œ์ผœ
03:36
for San Francisco to clean itself up.
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์ƒŒํ”„๋ž€์‹œ์Šค์ฝ” ์‹œ๋‹น๊ตญ์€ ๊ทธ ๋ˆ์œผ๋กœ ์ฒญ์†Œํ•  ์ˆ˜ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
03:39
Now, during that process I learned two things:
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๊ทธ ๊ณผ์ •์—์„œ ์ €๋Š” ๋‘ ๊ฐ€์ง€๋ฅผ ๋ฐฐ์› ์Šต๋‹ˆ๋‹ค.
03:42
one, Instagram is not the right tool --
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ํ•˜๋‚˜๋Š” ์ธ์Šคํƒ€๊ทธ๋žจ์€ ์ ํ•ฉํ•œ ๋„๊ตฌ๊ฐ€ ์•„๋‹ˆ๋ผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:44
(Laughter)
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(์›ƒ์Œ)
03:45
so we built an app.
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๊ทธ๋ž˜์„œ ์•ฑ์„ ์ œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
03:47
And two, if you think about it,
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๊ทธ๋ฆฌ๊ณ  ๋‘ ๋ฒˆ์งธ, ์กฐ๊ธˆ๋งŒ ์ƒ๊ฐํ•ด๋ณด๋ฉด
03:48
every city in the world has a unique litter fingerprint,
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์„ธ๊ณ„์˜ ๋ชจ๋“  ๋„์‹œ์— ๊ณ ์œ ํ•œ ์“ฐ๋ ˆ๊ธฐ ์ง€๋ฌธ์ด ์žˆ๊ณ 
03:52
and that fingerprint provides both the source of the problem
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๊ทธ ์ง€๋ฌธ์„ ํ†ตํ•ด์„œ ๋ฌธ์ œ์˜ ์›์ธ๊ณผ
03:56
and the path to the solution.
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ํ•ด๊ฒฐ์ฑ…๋„ ์–ป์„ ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:59
If you could generate a revenue stream
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๋‹จ์ง€ ๋‹ด๋ฐฐ์˜ ๋น„์œจ์„ ์•Ž์œผ๋กœ์จ
04:01
just by understanding the percentage of cigarettes,
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์„ธ๊ธˆ์„ ๋” ๊ฑท์„ ์ˆ˜ ์žˆ๋‹ค๋ฉด
04:04
well, what about coffee cups
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์ปคํ”ผ์ปต์ด๋‚˜ ์‚ฌ์ด๋‹ค ์บ”์ด๋‚˜ ํ”Œ๋ผ์Šคํ‹ฑ ๋ณ‘์€ ์–ด๋–ค๊ฐ€์š”?
04:06
or soda cans
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04:08
or plastic bottles?
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04:10
If you could fingerprint San Francisco, well, how about Oakland
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์ƒŒํ”„๋ž€์‹œ์Šค์ฝ”์˜ ์ง€๋ฌธ์„ ๋งŒ๋“ค ์ˆ˜ ์žˆ๋‹ค๋ฉด ์˜คํด๋žœ๋“œ๋‚˜ ์•”์Šคํ…Œ๋ฅด๋‹ด์ด๋‚˜
04:13
or Amsterdam
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04:15
or somewhere much closer to home?
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์ง‘ ๊ทผ์ฒ˜๋Š”์š”?
04:19
And what about brands?
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๊ทธ๋ฆฌ๊ณ  ๋ธŒ๋žœ๋“œ๋“ค์€์š”?
04:20
How might they use this data
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๋ธŒ๋žœ๋“œ๋“ค์ด ํ™˜๊ฒฝ์  ์ดํ•ด์™€
04:22
to align their environmental and economic interests?
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๊ฒฝ์ œ์  ์ดํ•ด๋ฅผ ์ผ์น˜์‹œํ‚ค๊ธฐ ์œ„ํ•ด ๋ฐ์ดํ„ฐ๋ฅผ ์–ด๋–ป๊ฒŒ ์‚ฌ์šฉํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”?
04:27
There's a block in downtown Oakland that's covered in blight.
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์˜คํด๋žœ๋“œ ์‹œ๋‚ด์—๋Š” ์“ฐ๋ ˆ๊ธฐ๋กœ ๋ฎํžŒ ํ•œ ๊ฑฐ๋ฆฌ๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค.
04:31
The Litterati community got together and picked up 1,500 pieces.
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๋ฆฌํ„ฐ๋ผํ‹ฐ ๊ณต๋™์ฒด๋Š” ํ•จ๊ป˜ ๋ชจ์—ฌ 1,500๊ฐœ์˜ ์“ฐ๋ ˆ๊ธฐ๋ฅผ ์ˆ˜๊ฑฐํ–ˆ์Šต๋‹ˆ๋‹ค.
04:35
And here's what we learned:
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์šฐ๋ฆฌ๊ฐ€ ๋ฐฐ์šด ๊ฒƒ์€ ์ด๋ ‡์Šต๋‹ˆ๋‹ค.
04:36
most of that litter came from a very well-known taco brand.
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๋Œ€๋ถ€๋ถ„์˜ ์“ฐ๋ ˆ๊ธฐ๋Š” ์œ ๋ช…ํ•œ ํƒ€์ฝ”ํšŒ์‚ฌ ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
04:41
Most of that brand's litter were their own hot sauce packets,
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์ด ๋ธŒ๋žœ๋“œ ์“ฐ๋ ˆ๊ธฐ์˜ ๋Œ€๋ถ€๋ถ„์€ ๋ณธ์‚ฌ์˜ ํ•ซ์†Œ์Šค ํฌ์žฅ์ง€์˜€์Šต๋‹ˆ๋‹ค.
04:46
and most of those hot sauce packets hadn't even been opened.
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๋Œ€๋ถ€๋ถ„์€ ๋œฏ์ง€๋„ ์•Š์€ ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
04:51
The problem and the path to the solution --
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๋ฌธ์ œ์™€ ํ•ด๊ฒฐ์ฑ…์„ ์ด์•ผ๊ธฐํ•˜์ž๋ฉด
04:54
well, maybe that brand only gives out hot sauce upon request
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๊ธ€์Ž„์š”. ์•„๋งˆ๋„ ๊ทธ ๋ธŒ๋žœ๋“œ๊ฐ€ ๋‹ฌ๋ผ๊ณ  ํ•˜๋Š” ๊ณ ๊ฐ์—๊ฒŒ๋งŒ ์†Œ์Šค๋ฅผ ์ฃผ๊ฑฐ๋‚˜
04:58
or installs bulk dispensers
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๋Œ€์šฉ๋Ÿ‰ ๋””์ŠคํŽœ์„œ๋ฅผ ์„ค์น˜ํ•˜๊ฑฐ๋‚˜
05:00
or comes up with more sustainable packaging.
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ํ™˜๊ฒฝ์นœํ™”์ ์ธ ํฌ์žฅ์ง€๋ฅผ ๋ฐœ๋ช…ํ•ด๋‚ด๋Š” ๊ฒƒ์ด ์žˆ์„ ๊ฑฐ์˜ˆ์š”.
05:03
How does a brand take an environmental hazard,
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์–ด๋–ป๊ฒŒ ํ•œ ๋ธŒ๋žœ๋“œ๊ฐ€ ํ™˜๊ฒฝ์  ์œ„ํ•ด๋ฅผ
05:06
turn it into an economic engine
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๊ฒฝ์ œ์  ๋™๋ ฅ์œผ๋กœ ๋งŒ๋“ค์–ด์„œ
05:08
and become an industry hero?
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์—…๊ณ„์˜ ์˜์›…์ด ๋  ์ˆ˜ ์žˆ์„๊นŒ์š”?
05:11
If you really want to create change,
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๋งŒ์•ฝ ์ง„์ • ๋ณ€ํ™”๋ฅผ ๋ฐ”๋ž€๋‹ค๋ฉด
05:13
there's no better place to start than with our kids.
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์šฐ๋ฆฌ ์•„์ด๋“ค์—์„œ๋ถ€ํ„ฐ ์‹œ์ž‘ํ•ฉ์‹œ๋‹ค.
05:16
A group of fifth graders picked up 1,247 pieces of litter
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5ํ•™๋…„ ํ•™์ƒ๋“ค์ด ํ•™๊ต์šด๋™์žฅ์—์„œ๋งŒ 1247๊ฐœ์˜ ์“ฐ๋ ˆ๊ธฐ๋ฅผ ์ˆ˜๊ฑฐํ–ˆ์Šต๋‹ˆ๋‹ค.
05:19
just on their school yard.
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05:21
And they learned that the most common type of litter
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์•Œ๊ณ  ๋ณด๋‹ˆ ๋Œ€๋ถ€๋ถ„์˜ ์“ฐ๋ ˆ๊ธฐ๋Š”
05:24
were the plastic straw wrappers from their own cafeteria.
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์‹๋‹น์—์„œ ๋‚˜์˜ค๋Š” ํ”Œ๋ผ์Šคํ‹ฑ ๋นจ๋Œ€ ํฌ์žฅ์ง€์˜€์Šต๋‹ˆ๋‹ค.
05:27
So these kids went to their principal and asked,
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๊ทธ๋ž˜์„œ ์•„์ด๋“ค์€ ๊ต์žฅ์„ ์ƒ๋‹˜๊ป˜ ๊ฐ€์„œ ๋ฌผ์—ˆ์Šต๋‹ˆ๋‹ค.
05:30
"Why are we still buying straws?"
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"์™œ ์šฐ๋ฆฌ๋Š” ์—ฌ์ „ํžˆ ๋นจ๋Œ€๋ฅผ ์‚ฌ๋‚˜์š”?"
05:32
And they stopped.
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๊ทธ๋ฆฌ๊ณ  ๋นจ๋Œ€ ๊ตฌ์ž…์„ ๋ฉˆ์ท„์Šต๋‹ˆ๋‹ค.
05:34
And they learned that individually they could each make a difference,
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๊ทธ๋“ค์€ ๊ฐœ์ธ์œผ๋กœ์„œ๋Š” ๋ณ€ํ™”๋ฅผ ๊ฐ€์ ธ์˜ฌ ์ˆ˜ ์žˆ์ง€๋งŒ
05:38
but together they created an impact.
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ํ•จ๊ป˜๋ฉด ํฐ ์ถฉ๊ฒฉ์„ ๋งŒ๋“ค ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฑธ ๊นจ๋‹ฌ์•˜์Šต๋‹ˆ๋‹ค.
05:41
It doesn't matter if you're a student or a scientist,
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๋‹น์‹ ์ด ํ•™์ƒ์ด๋“  ๊ณผํ•™์ž๋“  ์ƒ๊ด€์—†์Šต๋‹ˆ๋‹ค.
05:45
whether you live in Honolulu or Hanoi,
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ํ˜ธ๋†€๋ฃจ๋ฃจ์— ์‚ด๋“  ํ•˜๋…ธ์ด์— ์‚ด๋“ 
05:48
this is a community for everyone.
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์ง€์—ญ ์‚ฌํšŒ๋Š” ๋ชจ๋‘๋ฅผ ์œ„ํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:51
It started because of two little kids in the Northern California woods,
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์ด ์ผ์€ ๋ถ๋ถ€ ์บ˜๋ฆฌํฌ๋‹ˆ์•„ ์ˆฒ์˜ ๋‘ ์•„์ด๋“ค๋กœ ์ธํ•ด ์‹œ์ž‘๋˜์—ˆ๊ณ ,
05:56
and today it's spread across the world.
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์˜ค๋Š˜๋‚  ์ „์„ธ๊ณ„์— ํผ์กŒ์Šต๋‹ˆ๋‹ค.
05:59
And you know how we're getting there?
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์–ด๋–ป๊ฒŒ ์—ฌ๊ธฐ๊นŒ์ง€ ์™”๋Š”์ง€ ์•„์„ธ์š”?
06:01
One piece at a time.
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์“ฐ๋ ˆ๊ธฐ ํ•œ ์กฐ๊ฐ์”ฉ ์ฐจ๊ทผ์ฐจ๊ทผํžˆ์š”.
06:04
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
06:05
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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