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

Prevodilac: Ljubica Samardžić Lektor: Ivana Krivokuća

This story starts with these two --

Priča počinje sa ovo dvoje -

my kids.

mojom decom.

We were hiking in the Oakland woods

Pešačili smo kroz šumu u Ouklandu kada je moja ćerka primetila

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

plastičnu posudu sa mačjim izmetom u potoku.

She looked at me and said,

Pogledala me je i rekla:

"Daddy?

„Tata,

That doesn't go there."

to ne ide tu.“

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

Kada je to rekla, podsetila me je na letnji kamp.

On the morning of visiting day,

Na jutro dana za posete,

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

neposredno pre nego što bi pustili zabrinute roditelje da ulete kroz kapiju,

direktor kampa bi rekao:

our camp director would say,

„Brzo! Neka svako pokupi pet otpadaka!“

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

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

Kažete par stotina dece da pokupe po pet otpadaka

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

i vrlo brzo imate mnogo čistiji kamp.

So I thought,

Stoga sam pomislio,

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

zašto ne primenimo takvo angažovanje javnosti kao metod čišćenja cele planete?

And that was the inspiration for Litterati.

I to je bila inspiracija za „Literati“.

The vision is to create a litter-free world.

Vizija je da stvorimo svet bez otpada.

Let me show you how it started.

Pokazaću vam kako je počelo.

I took a picture of a cigarette using Instagram.

Fotografisao sam cigaretu koristeći Instagram.

Then I took another photo ...

Onda sam napravio još jednu fotku,

and another photo ...

i još jednu fotku,

and another photo.

pa još jednu.

And I noticed two things:

I primetio sam dve stvari:

one, litter became artistic and approachable;

prvo, otpad je postao umetnički i pristupačan,

and two,

i drugo, nakon nekoliko dana sam u telefonu imao 50 fotki,

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

and I had picked up each piece,

a svaki otpadak sam pokupio,

and I realized that I was keeping a record

i shvatio sam da evidentiram

of the positive impact I was having on the planet.

svoj pozitivan uticaj na planetu.

That's 50 less things that you might see,

To je 50 stvari manje koje možete videti,

or you might step on,

na koje možete zgaziti,

or some bird might eat.

ili koje bi neka ptica mogla pojesti.

So I started telling people what I was doing,

Tako sam počeo da govorim ljudima šta radim,

and they started participating.

i počeli su da mi se pridružuju.

One day,

Jednog dana

this photo showed up from China.

se pojavila ova fotografija iz Kine,

And that's when I realized

i tada sam shvatio

that Litterati was more than just pretty pictures;

da je „Literati“ više od lepih fotki,

we were becoming a community that was collecting data.

da postajemo zajednica koja sakuplja podatke.

Each photo tells a story.

Svaka fotografija je priča za sebe.

It tells us who picked up what,

Govori nam ko je pokupio šta,

a geotag tells us where

geografska oznaka govori gde,

and a time stamp tells us when.

a vremenska oznaka govori kada.

So I built a Google map,

Stoga sam napravio mapu na Guglu

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

i počeo da označavam mesta gde se otpaci kupe.

And through that process, the community grew

Kroz taj proces, zajednica je rasla

and the data grew.

i broj podataka je rastao.

My two kids go to school right in that bullseye.

Moja deca idu u školu baš ovde u sredini.

Litter:

Otpad se stapa sa pozadinom našeg života.

it's blending into the background of our lives.

But what if we brought it to the forefront?

Šta bi bilo da ga stavimo u prvi plan?

What if we understood exactly what was on our streets,

Šta bi bilo kada bismo shvatili šta tačno postoji na ulicama,

our sidewalks

na trotoarima

and our school yards?

i u školskim dvorištima?

How might we use that data to make a difference?

Kako bismo mogli da iskoristimo ove podatke da stvorimo promenu?

Well, let me show you.

Dozvolite da vam pokažem.

The first is with cities.

Prvo sa gradovima.

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

San Francisko je želeo da otkrije koji procenat otpada su cigarete.

Why?

Zašto?

To create a tax.

Da bi uveli porez.

So they put a couple of people in the streets

Stoga su postavili nekoliko ljudi na ulice sa notesima i olovkama,

with pencils and clipboards,

koji su kružili i sakupljali informacije

who walked around collecting information

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

koje su dovele do poreza od 20 centi na sve prodaje cigareta.

And then they got sued

A onda su ih tužile velike kompanije duvanske industrije,

by big tobacco,

who claimed that collecting information with pencils and clipboards

tvrdeći da taj metod sakupljanja informacija

nije ni precizan niti dokaziv.

is neither precise nor provable.

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

Pozvali su me iz opštine i pitali da li naša tehnologija može da pomogne.

I'm not sure they realized

Ne znam da li su znali

that our technology was my Instagram account --

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.

„I možemo da vam kažemo da li je marka Parlament ili Pal Mal.

Plus, every photograph is geotagged and time-stamped,

Uz to, svaka fotografija ima geografsku i vremensku oznaku

providing you with proof."

koja vam pruža dokaze.“

Four days and 5,000 pieces later,

Nakon četiri dana i 5 000 sakupljenih otpadaka,

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

naši podaci su iskorišćeni u 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 miliona dolara

for San Francisco to clean itself up.

koji se koristi za čišćenje San Franciska.

Now, during that process I learned two things:

Tokom tog procesa sam naučio dve stvari:

kao prvo, Instagram nije pravi alat za ovo -

one, Instagram is not the right tool --

(Laughter)

(Smeh)

so we built an app.

i zato smo razvili aplikaciju.

And two, if you think about it,

Kao drugo, ako razmislite o tome,

every city in the world has a unique litter fingerprint,

svaki grad na svetu 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 rešavanju.

If you could generate a revenue stream

Ako bismo mogli da stvorimo izvor prihoda

just by understanding the percentage of cigarettes,

samo razumevanjem procenta cigareta,

well, what about coffee cups

šta bi bilo sa šoljicama kafe,

or soda cans

limenkama soka,

or plastic bottles?

ili plastičnim bocama?

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

Ako možete da to obeležite u San Francisku, zašto ne u Ouklandu

or Amsterdam

ili Amsterdamu,

or somewhere much closer to home?

ili negde mnogo bliže domu?

And what about brands?

A šta je sa brendovima?

How might they use this data

Kako bi oni mogli da iskoriste podatke

to align their environmental and economic interests?

da pomire svoje ekonomske i ekološke interese?

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

U centru Ouklanda ima jedan blok prekriven otpadom.

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

Zajednica Literata se okupila i pokupila 1 500 otpadaka.

And here's what we learned:

Otkrili smo sledeće:

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

većina otpada je potekla od veoma poznatog proizvođača takosa.

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

Većina otpadaka tog proizvođača bile su kesice ljutog sosa,

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 rešenju -

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

možda bi trebalo da taj proizvođač daje ljuti sos na zahtev

or installs bulk dispensers

ili postavi dozator

or comes up with more sustainable packaging.

ili napravi pakovanje koje je održivije.

How does a brand take an environmental hazard,

Kako brend uzme pretnju po životnu sredinu,

turn it into an economic engine

pretvori je u ekonomski pogon

and become an industry hero?

i tako postane heroj u toj industriji?

If you really want to create change,

Ako zaista želite da stvorite promene,

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

najbolje je početi od svoje dece.

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

Grupa petaka u osnovnoj je pokupila 1 247 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

plastični omoti za slamčice iz njihove kantine.

were the plastic straw wrappers from their own cafeteria.

So these kids went to their principal and asked,

Zatim su ovi klinci otišli kod direktora i pitali:

"Why are we still buying straws?"

„Zašto i dalje kupujemo slamčice?“

And they stopped.

Tako su prestali.

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

I otkrili su da svako pojedinačno može da napravi promenu,

but together they created an impact.

ali da zajedno imaju jači uticaj.

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

Nije bitno da li ste student ili naučnik,

whether you live in Honolulu or Hanoi,

da li živite u Honoluluu ili Hanoju,

this is a community for everyone.

ovo je zajednica za sve.

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

Stvorena je zbog dvoje male dece u šumi u Severnoj Karolini

and today it's spread across the world.

i danas je raširena po celom svetu.

And you know how we're getting there?

A znate kako dolazimo dotle?

One piece at a time.

Otpadak po otpadak.

Thank you.

Hvala.

(Applause)

(Aplauz)