TED2012
Nancy Lublin: Texting that saves lives
Nancy Lublin: Slanje poruka koje spašava živote
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Kada je Nancy Lublin počela sa slanjem poruka tinejđerima da joj pomognu sa zagovaranjem društvene organizacije, ono što je otkrila je bilo šokantno - odgovarali su na poruke koje su sadržavale njihove probleme, od maltretiranja, depresije pa do zlostavljanja. Postavila je krizni SMS centar, a rezultati bi mogli biti važniji nego što je očekivala.
Nancy Lublin - Activist
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
Double-click the English transcript below to play the video.
00:18
To most of you, this is a device
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Za većinu vas, ovo je uređaj
00:19
to buy, sell, play games,
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za kupovinu, prodaju, igranje igara,
00:22
watch videos.
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gledanje klipova.
00:24
I think it might be a lifeline.
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Mislim da može biti spasonosan.
00:26
I think actually it might be able to save more lives
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Mislim da zapravo može spasiti više života
00:29
than penicillin.
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od penicilina.
00:30
Texting:
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Slanje poruka:
Ja kažem slanje poruka, a većina vas
misli na slanje seksualnih poruka,
misli na slanje seksualnih poruka,
00:32
I know I say texting and a lot of you think sexting,
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00:35
a lot of you think about the lewd photos that you see --
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većina vas misli
na nepristojne slike koje vidi -
na nepristojne slike koje vidi -
00:38
hopefully not your kids sending to somebody else --
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nadam se da to nisu
vaša djeca koja nekome šalju -
vaša djeca koja nekome šalju -
00:41
or trying to translate the abbreviations
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ili pokušava da prevede skračenice
00:42
LOL, LMAO, HMU.
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LOL, LMAO, HMU.
00:45
I can help you with those later.
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Mogu vam pomoći sa tim poslije.
00:47
But the parents in the room
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Ali roditelji u sobi
00:49
know that texting is actually
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znaju da je slanje poruka zapravo
00:51
the best way to communicate with your kids.
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najbolji način da komuniciraju
sa svojom djecom.
sa svojom djecom.
00:53
It might be the only way to communicate with your kids.
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To je možda i jedini način
da komunicirate sa svojom djecom.
da komunicirate sa svojom djecom.
00:56
(Laughter)
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(Smijeh)
00:58
The average teenager sends 3,339 text messages a month,
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Prosječan tinejđer pošalje
3.339 poruka mjesečno,
3.339 poruka mjesečno,
01:03
unless she's a girl, then it's closer to 4,000.
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ako je djevojka,
onda je ta cifra bliže 4,000.
onda je ta cifra bliže 4,000.
01:06
And the secret is she opens every single one.
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I tajna je da otvori svaku od njih.
01:10
Texting has a 100 percent open rate.
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Slanje poruka
ima stopostotni procenat otvaranja.
ima stopostotni procenat otvaranja.
Sada su roditelji pravo zabrinuti.
01:13
Now the parents are really alarmed.
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01:15
It's a 100 percent open rate
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To je stopostotni procenat otvaranja
01:17
even if she doesn't respond to you
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iako vam ne odgovori
kada je pitate
kad će doći kući na večeru.
kad će doći kući na večeru.
01:18
when you ask her when she's coming home for dinner.
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Obečavam vam
da je pročitala tu poruku.
da je pročitala tu poruku.
01:20
I promise she read that text.
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01:22
And this isn't some suburban iPhone-using teen phenomenon.
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To nije neki prigradski tinejđerski
fenomen korištenja iPhone-a.
fenomen korištenja iPhone-a.
01:28
Texting actually overindexes
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Slanje poruka zapravo prekoračuje
01:29
for minority and urban youth.
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kod manjine i urbane omladine.
01:31
I know this because at DoSomething.org,
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Ovo znam, zato što smo na DoSomething.org,
01:34
which is the largest organization
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koja je najveća organizacija
01:36
for teenagers and social change in America,
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za tinejđere
i socijalne promjene u Americi,
i socijalne promjene u Americi,
prije šest mjeseci smo se skoncentrisali
01:39
about six months ago we pivoted
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01:40
and started focusing on text messaging.
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i fokusirali na slanje poruka.
01:42
We're now texting out to about 200,000 kids a week
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Sada šaljemo oko 200.000
poruka djeci sedmično
poruka djeci sedmično
01:46
about doing our campaigns to make their schools more green
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o pitanjima koja se tiču toga
da njihove škole budu zelenije
da njihove škole budu zelenije
01:49
or to work on homeless issues and things like that.
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ili u vezi pitanja za beskućnika
i sličnih stvari.
i sličnih stvari.
01:52
We're finding it 11 times more powerful than email.
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Rezultati pokazuju da je slanje poruka
11 puta snažnije od email-a.
11 puta snažnije od email-a.
01:55
We've also found an unintended consequence.
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Također nailazimo
na nenamjerne posljedice.
na nenamjerne posljedice.
02:01
We've been getting text messages back like these.
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Dobijali smo poruke slijedečeg sadržaja.
02:04
"I don't want to go to school today.
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''Ne želim da idem u školu danas.
02:08
The boys call me faggot."
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Dječaci me zovu pederom.''
02:10
"I was cutting, my parents found out,
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''Sjekla sam se, roditelji su mi saznali,
02:14
and so I stopped.
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pa sam prestala.
Ali opet sam počela prije sat vremena.''
02:16
But I just started again an hour ago."
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02:18
Or, "He won't stop raping me.
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Ili: ''On me ne prestaje silovati.
02:21
He told me not to tell anyone.
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Rekao mi je da nikom ne kažem.
02:23
It's my dad. Are you there?"
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To je moj tata. Jeste li tamo?''
02:26
That last one's an actual text message that we received.
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Posljednju poruku smo zaista primili.
02:29
And yeah, we're there.
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I da, jesmo, tu smo.
02:32
I will not forget the day we got that text message.
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Nikad neću zaboraviti dan
kad smo dobili tu poruku.
kad smo dobili tu poruku.
02:34
And so it was that day that we decided
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Tog dana smo odlučili da trebamo
02:36
we needed to build a crisis text hotline.
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da napravimo kriznu SMS liniju.
02:40
Because this isn't what we do.
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Jer to nije ono što mi radimo.
Mi radimo socijalne promjene.
02:41
We do social change.
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02:42
Kids are just sending us these text messages
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Djeca nam šalju ovakve poruke
02:44
because texting is so familiar and comfortable to them
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zato što je slanje poruka jednostavno
i ugodno za njih
i ugodno za njih
02:47
and there's nowhere else to turn
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i nemaju se kome drugom obratiti
02:49
that they're sending them to us.
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i zato ih šalju nama,
02:52
So think about it, a text hotline; it's pretty powerful.
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Razmislite, krizna SMS linija,
prilično je snažno.
prilično je snažno.
02:54
It's fast, it's pretty private.
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Brzo je, prilično privatno.
02:56
No one hears you in a stall, you're just texting quietly.
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Niko vas ne čuje, samo tiho kucate poruku.
02:59
It's real time.
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U realnom vremenu.
03:01
We can help millions of teens with counseling and referrals.
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Možemo pomoći milionima tinejđera
savjetovanjem i preporukama.
savjetovanjem i preporukama.
03:04
That's great.
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To je odlično.
03:07
But the thing that really makes this awesome is the data.
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Ali ono što je zaista odlično su podaci.
Jer mi nije potpuno ugodno
da pomognem samo ovoj djevojci
da pomognem samo ovoj djevojci
03:11
Because I'm not really comfortable just helping that girl
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03:14
with counseling and referrals.
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savjetima i upućivanjem.
03:15
I want to prevent this shit from happening.
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Želim da spriječim
da se ovakva sranja dešavaju.
da se ovakva sranja dešavaju.
03:19
So think about a cop.
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Razmislite o policajcu.
03:22
There's something in New York City.
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Postoji nešto u New Yorku.
Policija je to napravila. Nekada je
to bio nasumični policijski posao.
to bio nasumični policijski posao.
03:24
The police did it. It used to be just guess work, police work.
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03:26
And then they started crime mapping.
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Onda su počeli da mapiraju zločine.
03:30
And so they started following and watching
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I onda su počeli da prate i posmatraju
03:31
petty thefts, summonses, all kinds of things --
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sitne krađe, pozive, razne stvari -
03:34
charting the future essentially.
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praveći grafikone budućnosti.
03:36
And they found things like,
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I pronašli su stvari kao što su,
03:39
when you see crystal meth on the street,
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kada vidite kristalni met na ulici,
03:40
if you add police presence,
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ako dodate prisustvo policije,
03:42
you can curb the otherwise inevitable spate
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možete da obuzdate inače neizbježnu bujicu
03:45
of assaults and robberies that would happen.
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napada i pljački
koje bi se inače dogodile.
koje bi se inače dogodile.
Ustvari, godinu dana nakon što je
03:49
In fact, the year after
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03:50
the NYPD put CompStat in place,
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njujorška policija postavila CompStat
03:53
the murder rate fell 60 percent.
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stopa ubistava je opala za 60 posto.
03:56
So think about the data from a crisis text line.
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Razmislite o podacima krizne SMS linije.
04:00
There is no census on bullying and dating abuse
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Nema popisivanja maltretiranja
ili zlostavljanja u vezi
ili zlostavljanja u vezi
04:04
and eating disorders and cutting and rape --
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i poremečaja u ishrani
i rezanja i silovanja -
i rezanja i silovanja -
04:07
no census.
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nema popisa.
Možda postoje neke studije,
neke longitudinalne studije,
neke longitudinalne studije,
04:08
Maybe there's some studies, some longitudinal studies,
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04:11
that cost lots of money and took lots of time.
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koje su mnogo skupe
i oduzimaju mnogo vremena.
i oduzimaju mnogo vremena.
04:13
Or maybe there's some anecdotal evidence.
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Ili možda postoji neki dokaz
u vidu angdote.
u vidu angdote.
04:16
Imagine having real time data
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Zamislite da imate podatke
u realnom vremenu
u realnom vremenu
04:19
on every one of those issues.
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za svako od ovih pitanja.
04:20
You could inform legislation.
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Mogli bi informisati zakonodavstvo.
04:22
You could inform school policy.
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Mogli bi informisati politiku školstva.
04:24
You could say to a principal,
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Mogli bi reći direktoru,
04:26
"You're having a problem every Thursday at three o'clock.
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''Imate problem svakog četvrtka u 3 sata.
04:29
What's going on in your school?"
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Šta se dešava u vašoj školi?''
04:31
You could see the immediate impact of legislation
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Mogli bi vidjeti
neposredan utjecaj zakonodavstva
neposredan utjecaj zakonodavstva
04:33
or a hateful speech that somebody gives in a school assembly
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ili govor pun mržnje
koji neko održava na školskom skupu
koji neko održava na školskom skupu
04:36
and see what happens as a result.
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i vidjeti koji rezultat imate.
Ovo je za mene
04:39
This is really, to me,
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04:41
the power of texting and the power of data.
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moć slanja poruka i moć podataka.
04:44
Because while people are talking about data,
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Jer dok god ljudi pričaju o podacima,
04:46
making it possible for Facebook
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omogućavajući da facebook
04:48
to mine my friend from the third grade,
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iskopa mog prijatelja iz trečeg razreda,
04:50
or Target to know when it's time for me to buy more diapers,
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ili da Target zna kada je vrijeme
da kupim još pelena,
da kupim još pelena,
04:53
or some dude to build a better baseball team,
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ili da neki lik napravi bolji bejzbol tim,
04:56
I'm actually really excited about the power of data and the power of texting
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zaista sam uzbuđena zbog moći podataka
i moći slanja poruka
i moći slanja poruka
koje mogu da pomognu
tom djetetu da ode u školu,
tom djetetu da ode u školu,
05:01
to help that kid go to school,
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05:03
to help that girl stop cutting in the bathroom
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koje mogu da pomognu toj djevojci
da se prestane sijeći u kupatilu
da se prestane sijeći u kupatilu
05:06
and absolutely to help that girl whose father's raping her.
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i koje sigurno mogu da pomognu
toj djevojci koju otac siluje.
toj djevojci koju otac siluje.
05:09
Thank you.
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Hvala vam.
(Aplauz)
05:12
(Applause)
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ABOUT THE SPEAKER
Nancy Lublin - ActivistAs the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives.
Why you should listen
Nancy Lublin is Founder and CEO of Crisis Text Line, the nations first free, 24/7 text line for people in crisis. To date, almost 10 million text messages have come through the text line.
Nancy recently left her post as CEO of DoSomething.org, one of the largest global organizations for young people and social change. Previously, she founded Dress for Success, the organization that helps women transition from welfare to work.
Nancy Lublin | Speaker | TED.com