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

譯者: 羽嬿 黃 審譯者: 庭芝 梁

This story starts with these two --

故事是從這兩位開始的──

my kids.

我的孩子們。

We were hiking in the Oakland woods

當時我們在奧克蘭森林健行，

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

我的女兒發現河裡有個塑膠貓砂盆。

She looked at me and said,

她看著我說：

"Daddy?

「爸比？」

That doesn't go there."

「這不應該在這裡。」

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

這句話讓我聯想到夏令營。

On the morning of visiting day,

在開放家長參觀日的早上，

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

在著急的家長來到營地門口之前，

營地指揮官會說：

our camp director would say,

「快！每個人要撿 5 件垃圾。」

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

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

幾百位孩子，每個人撿 5 件垃圾，

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

很快的，營區變得乾淨許多。

So I thought,

於是我在想，

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

為何不將這種「群眾外包」的 清理方式套用在整個地球上？

And that was the inspiration for Litterati.

這就是 "Litterati" 愛垃圾活動的起源。

The vision is to create a litter-free world.

目的是創造「零垃圾」的世界。

Let me show you how it started.

事情是這樣開始的：

I took a picture of a cigarette using Instagram.

我用 Instagram 拍了張香煙的照片，

Then I took another photo ...

再拍另一張照片……

and another photo ...

再一張……

and another photo.

又一張。

And I noticed two things:

我注意到兩件事：

one, litter became artistic and approachable;

第一，垃圾變得更有藝術感， 也更容易親近。

and two,

第二，

經過幾天之後， 我總共拍了 50 張照片，

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

and I had picked up each piece,

每張照片都是我所撿的垃圾，

and I realized that I was keeping a record

我發現我正在紀錄著

of the positive impact I was having on the planet.

我對於地球的正面影響。

That's 50 less things that you might see,

減少的這 50 件垃圾， 可能是你會看到的、

or you might step on,

你可能踩到的、

or some bird might eat.

甚至是某些鳥類可能誤食的。

So I started telling people what I was doing,

因此我開始向大家說明 我正在做的事，

and they started participating.

而大家也跟著參與。

One day,

有一天，

this photo showed up from China.

在中國出現了這張照片。

And that's when I realized

當時我意識到，

that Litterati was more than just pretty pictures;

Litterati 不是只有漂亮的照片而已，

we were becoming a community that was collecting data.

我們漸漸形成一個 收集資料的社群。

Each photo tells a story.

每張照片背後都有一個故事，

It tells us who picked up what,

包括誰撿了什麼垃圾、

a geotag tells us where

在哪裡撿的、

and a time stamp tells us when.

以及什麼時候撿的。

So I built a Google map,

因此我做了一張 Google 地圖，

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

開始標示出垃圾被檢起的地點。

And through that process, the community grew

隨著這個過程，社群逐漸擴大了，

and the data grew.

資料也增加了。

My two kids go to school right in that bullseye.

地圖中間的區域， 就是我家小孩就讀的學校。

Litter:

垃圾：

it's blending into the background of our lives.

正悄悄與我們共存。

But what if we brought it to the forefront?

但如果我們將它放大檢視？

What if we understood exactly what was on our streets,

如果我們能注意到街道上、

our sidewalks

人行道上和校園裡有什麼垃圾，

and our school yards?

將會變得如何？

How might we use that data to make a difference?

我們要如何利用數據改變現況？

Well, let me show you.

好，讓我來告訴你們。

The first is with cities.

首先，將數據與城市結合。

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

舊金山想知道垃圾之中 有多少比例是煙蒂。

Why?

為什麼？

To create a tax.

為了增加一種稅收。

So they put a couple of people in the streets

他們請人到街道上，

帶著筆與寫字板，

with pencils and clipboards,

who walked around collecting information

到處收集資料，

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

並決定販售香菸時， 每包收 20 美分的稅。

And then they got sued

然後他們被大型菸草業者控告，

by big tobacco,

who claimed that collecting information with pencils and clipboards

業者主張，用紙筆收集資料的方式，

is neither precise nor provable.

既不準確也不可靠。

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

市政府找上我， 希望我們的技術能提供協助。

I'm not sure they realized

我不確定他們是否知道：

that our technology was my Instagram account --

我們的技術就是 我的 Instagram 帳號。

(Laughter)

（笑聲）

But I said, "Yes, we can."

但我說：「是的，當然可以！」

(Laughter)

（笑聲）

"And we can tell you if that's a Parliament or a Pall Mall.

「我們還能分辨香菸的牌子 是百樂門或是寶馬。

Plus, every photograph is geotagged and time-stamped,

而且，每張照片 還能標示位置及時間，

providing you with proof."

提供給你們作為證據。」

Four days and 5,000 pieces later,

經過 4 天，撿了 5,000 件垃圾之後，

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

我們的資料在開庭時被採納，

不僅捍衛了我方的主張， 還讓稅收增加一倍，

generating an annual recurring revenue of four million dollars

產生每年四百萬美金的經常性收入，

for San Francisco to clean itself up.

而且舊金山街道也變得更乾淨了。

Now, during that process I learned two things:

從這個過程中，我學到兩件事：

第一，Instagram 並不是適當的工具──

one, Instagram is not the right tool --

(Laughter)

（笑聲）

so we built an app.

因此，我們研發了專屬的應用程式。

And two, if you think about it,

第二，如果你試著想一想，

every city in the world has a unique litter fingerprint,

在世界上每座城市， 都有獨特的垃圾指紋，

and that fingerprint provides both the source of the problem

而這些指紋不僅可以 提供問題的根源，

and the path to the solution.

還能告訴你解決的方法。

If you could generate a revenue stream

如果能藉由瞭解煙蒂的比例

just by understanding the percentage of cigarettes,

來增加收益來源，

well, what about coffee cups

那如果用在咖啡紙杯、

or soda cans

汽水罐，

or plastic bottles?

或是塑膠瓶呢？

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

如果能找出舊金山的垃圾指紋，

那奧克蘭呢？

or Amsterdam

阿姆斯特丹？

or somewhere much closer to home?

或是某個離家更近的地方？

And what about brands?

另外如果用在品牌上呢？

How might they use this data

要如何利用數據，

to align their environmental and economic interests?

使環保和經濟的效益達到一致？

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

在奧克蘭市區，有一個荒廢的區域，

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

Litterati 社群在那裡撿了 1,500 件垃圾，

And here's what we learned:

我們從當中得知一件事：

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

大部分的垃圾來自於 某間知名的墨西哥餐廳。

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

其中大部分的垃圾 是餐廳的辣椒醬包，

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

而且這些辣椒醬包 幾乎都沒被打開過。

The problem and the path to the solution --

所以這個問題的解決方法是──

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

也許餐廳可以在 客人要求時才給醬包，

or installs bulk dispensers

或是安裝自助式醬料機，

or comes up with more sustainable packaging.

或是研發更環保的包裝方式。

How does a brand take an environmental hazard,

業者要如何將環境危害，

turn it into an economic engine

轉變成經濟上的驅動力，

and become an industry hero?

並成為產業的領導品牌？

If you really want to create change,

如果你真的想要改變，

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

最好的方法就是從孩子開始。

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

有一群國小五年級學生

在校園裡撿了 1,247 件垃圾。

just on their school yard.

And they learned that the most common type of litter

他們發現最常見的垃圾，

were the plastic straw wrappers from their own cafeteria.

是來自學校餐廳的吸管塑膠外套。

So these kids went to their principal and asked,

於是這群孩子們去問校長：

"Why are we still buying straws?"

「為什麼我們還要採購吸管呢？」

And they stopped.

然後他們停止提供吸管了。

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

他們學習到，靠個人的力量 固然能帶來一些改變，

but together they created an impact.

但是當一群人聚集起來， 才能產生影響。

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

無論你是學生還是科學家，

whether you live in Honolulu or Hanoi,

住在夏威夷的檀香山， 還是越南的河內市，

this is a community for everyone.

Litterati 社群是屬於每個人的。

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

它起源於兩個小毛頭 在北加州森林的發現，

and today it's spread across the world.

到了今天，範圍已遍佈全球各地。

And you know how we're getting there?

我們是如何辦到的？

One piece at a time.

只要隨手撿起垃圾。

Thank you.

謝謝。

(Applause)

（掌聲）