TED Residency
Jeff Kirschner: This app makes it fun to pick up litter
Jeff Kirschner: Táto aplikácia robí zo zbierania odpadkov zábavu
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Zem je veľkým priestorom na upratovanie. S Litterati – aplikáciou na identifikáciu, zber a lokalizáciu svetového odpadu – TED rezident Jeff Kirschner vytvoril spoločenstvo, ktoré pomocou spoločných zdrojov čistí planétu. Po zmapovaní odpadkov vo viac než 100 krajinách Kirschner dúfa, že pozbierané dáta mu umožnia spolupracovať so spoločnosťami a organizáciami a zastaviť tak odpadky pred tým, ako dopadnú na zem.
Jeff Kirschner - Entrepreneur
Jeff Kirschner created a global community that's eradicating litter one piece at a time. Full bio
Jeff Kirschner created a global community that's eradicating litter one piece at a time. Full bio
Double-click the English transcript below to play the video.
00:13
This story starts with these two --
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Tento príbeh sa začína týmito dvoma –
00:16
my kids.
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mojimi deťmi.
00:17
We were hiking in the Oakland woods
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Boli sme na výlete v Oakland woods,
00:19
when my daughter noticed
a plastic tub of cat litter in a creek.
a plastic tub of cat litter in a creek.
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keď si dcéra všimla
plastový mačací pelech v potôčiku.
plastový mačací pelech v potôčiku.
00:23
She looked at me and said,
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Pozrela sa na mňa a povedala,
00:25
"Daddy?
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„Oci?
00:27
That doesn't go there."
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To tam nepatrí.“
00:29
When she said that,
it reminded me of summer camp.
it reminded me of summer camp.
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Keď to povedala,
pripomenula mi letný tábor.
pripomenula mi letný tábor.
00:31
On the morning of visiting day,
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Ráno návštevného dňa,
00:33
right before they'd let our anxious
parents come barreling through the gates,
parents come barreling through the gates,
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tesne predtým než bránami
začali prúdiť ustarostení rodičia,
začali prúdiť ustarostení rodičia,
riaditeľ povedal,
00:37
our camp director would say,
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„Rýchlo! Každý pozbierajte 5 odpadkov.“
00:38
"Quick! Everyone pick up
five pieces of litter."
five pieces of litter."
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00:40
You get a couple hundred kids
each picking up five pieces,
each picking up five pieces,
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Keď máte pár stoviek detí
a každý pozbiera 5 kusov,
a každý pozbiera 5 kusov,
00:43
and pretty soon, you've got
a much cleaner camp.
a much cleaner camp.
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čoskoro máte oveľa čistejší priestor.
00:46
So I thought,
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A tak mi napadlo:
00:47
why not apply that crowdsourced
cleanup model to the entire planet?
cleanup model to the entire planet?
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prečo nepoužiť podobný model
na celú planétu?
na celú planétu?
00:52
And that was the inspiration
for Litterati.
for Litterati.
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To bola inšpirácia pre Litterati.
00:55
The vision is to create
a litter-free world.
a litter-free world.
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Víziou je vytvoriť svet bez odpadkov.
00:58
Let me show you how it started.
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Ukážem vám, ako sa to začalo.
01:00
I took a picture of a cigarette
using Instagram.
using Instagram.
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Pomocou Instagramu
som urobil fotku cigarety.
som urobil fotku cigarety.
01:04
Then I took another photo ...
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Potom ďalšiu...
01:06
and another photo ...
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a ďalšiu...
01:07
and another photo.
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a ďalšiu fotku.
01:08
And I noticed two things:
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A všimol som si dve veci:
01:10
one, litter became artistic
and approachable;
and approachable;
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po prvé, odpad sa stal
umeleckým a prístupným;
umeleckým a prístupným;
po druhé, za pár dní som mal
v mobile 50 fotiek odpadkov
v mobile 50 fotiek odpadkov
01:14
and two,
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01:15
at the end of a few days,
I had 50 photos on my phone
I had 50 photos on my phone
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01:17
and I had picked up each piece,
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a každý z nich som zobral,
01:19
and I realized that I was keeping a record
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a uvedomil som si, že tým zaznamenávam
01:21
of the positive impact
I was having on the planet.
I was having on the planet.
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pozitívny dopad, ktorý mám na planétu.
01:25
That's 50 less things that you might see,
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To je o 50 kusov menej,
ktoré môžete vidieť,
ktoré môžete vidieť,
01:27
or you might step on,
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na ktoré môžete šliapnuť,
01:28
or some bird might eat.
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ktoré môže nejaký vták zjesť.
01:30
So I started telling people
what I was doing,
what I was doing,
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Začal som ľuďom hovoriť, čo robím,
01:33
and they started participating.
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a oni sa začali podieľať.
01:36
One day,
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Jedného dňa
01:38
this photo showed up from China.
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sa objavila táto fotka z Číny.
01:42
And that's when I realized
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Vtedy som si uvedomil,
01:43
that Litterati was more
than just pretty pictures;
than just pretty pictures;
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že Litterati je viac než len pekné fotky;
01:46
we were becoming a community
that was collecting data.
that was collecting data.
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stali sme sa spoločenstvom
zbierajúcim dáta.
zbierajúcim dáta.
01:50
Each photo tells a story.
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Každá fotka má svoj príbeh.
01:53
It tells us who picked up what,
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Hovorí nám, kto čo pozbieral,
01:55
a geotag tells us where
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lokalizácia nám povie, kde,
01:57
and a time stamp tells us when.
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a časové označenie, kedy.
02:00
So I built a Google map,
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Tak som vytvoril Google mapu
02:02
and started plotting the points
where pieces were being picked up.
where pieces were being picked up.
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a začal vkladať body,
kde boli odpadky pozbierané.
kde boli odpadky pozbierané.
02:06
And through that process,
the community grew
the community grew
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Týmto postupom rástlo
spoločenstvo a aj dáta.
spoločenstvo a aj dáta.
02:10
and the data grew.
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02:12
My two kids go to school
right in that bullseye.
right in that bullseye.
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Moje dve deti chodia do školy
priamo v tejto štvrti.
priamo v tejto štvrti.
02:17
Litter:
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Odpad:
02:18
it's blending into
the background of our lives.
the background of our lives.
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zaniká na pozadí našich životov.
02:21
But what if we brought it
to the forefront?
to the forefront?
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Ale čo keby sme ho dostali do popredia?
02:23
What if we understood exactly
what was on our streets,
what was on our streets,
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Čo keby sme pochopili,
čo presne je na našich uliciach,
čo presne je na našich uliciach,
02:26
our sidewalks
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našich chodníkoch
02:27
and our school yards?
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a našich školských ihriskách?
02:29
How might we use that data
to make a difference?
to make a difference?
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Ako môžeme využiť tieto dáta?
02:33
Well, let me show you.
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Ukážem vám to.
02:34
The first is with cities.
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Najprv mestá.
02:36
San Francisco wanted to understand
what percentage of litter was cigarettes.
what percentage of litter was cigarettes.
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San Francisco chcelo vedieť,
koľko percent odpadu tvoria cigarety.
koľko percent odpadu tvoria cigarety.
02:41
Why?
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Prečo?
02:42
To create a tax.
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Aby vytvorilo daň.
02:44
So they put a couple of people
in the streets
in the streets
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Tak poslali do ulíc pár ľudí
02:46
with pencils and clipboards,
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s ceruzkami a doskami,
02:47
who walked around collecting information
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ktorí chodili okolo a zbierali informácie,
02:49
which led to a 20-cent tax
on all cigarette sales.
on all cigarette sales.
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čo viedlo k uvaleniu 20 % dane
na predaj cigariet.
na predaj cigariet.
02:53
And then they got sued
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A potom boli zažalovaní
tabakovými spoločnosťami,
02:55
by big tobacco,
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02:57
who claimed that collecting information
with pencils and clipboards
with pencils and clipboards
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ktoré tvrdili, že zber dát týmto spôsobom
03:00
is neither precise nor provable.
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nie je presný, ani preukázateľný.
03:03
The city called me and asked
if our technology could help.
if our technology could help.
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Mesto mi zavolalo a chcelo vedieť,
či naša technológia môže pomôcť.
či naša technológia môže pomôcť.
03:07
I'm not sure they realized
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Neviem, či si uvedomovali,
03:08
that our technology
was my Instagram account --
was my Instagram account --
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že naša technológia
bol môj účet na Instagrame –
bol môj účet na Instagrame –
03:10
(Laughter)
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(smiech)
03:11
But I said, "Yes, we can."
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Ale povedal som, „Môžeme.“
03:13
(Laughter)
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(smiech)
03:14
"And we can tell you
if that's a Parliament or a Pall Mall.
if that's a Parliament or a Pall Mall.
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„A môžeme vám povedať, či je to
značka Parliament alebo Pall Mall.
značka Parliament alebo Pall Mall.
03:18
Plus, every photograph
is geotagged and time-stamped,
is geotagged and time-stamped,
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Navyše, každá fotografia je lokalizovaná
a časovo označená,
a časovo označená,
03:21
providing you with proof."
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čo vám poskytne dôkaz.“
03:23
Four days and 5,000 pieces later,
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O 4 dni a 5 000 kusov neskôr
03:27
our data was used in court
to not only defend but double the tax,
to not only defend but double the tax,
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boli naše dáta použité na súde nielen
na obhajobu, ale na zdvojnásobenie dane,
na obhajobu, ale na zdvojnásobenie dane,
03:32
generating an annual recurring revenue
of four million dollars
of four million dollars
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vytvárajúc ročne sa opakujúci príjem
vo výške 4 miliónov dolárov
vo výške 4 miliónov dolárov
03:36
for San Francisco to clean itself up.
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na vyčistenie San Francisca.
V priebehu tohto procesu
som sa naučil 2 veci:
som sa naučil 2 veci:
03:40
Now, during that process
I learned two things:
I learned two things:
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po prvé, Instagram nie je
ten správny nástroj –
ten správny nástroj –
03:42
one, Instagram is not the right tool --
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03:44
(Laughter)
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(smiech)
03:45
so we built an app.
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takže sme vytvorili aplikáciu.
03:47
And two, if you think about it,
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A po druhé, ak o tom premýšľate,
03:49
every city in the world
has a unique litter fingerprint,
has a unique litter fingerprint,
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každé mesto na svete má
unikátnu odpadkovú stopu,
unikátnu odpadkovú stopu,
03:52
and that fingerprint provides
both the source of the problem
both the source of the problem
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a tá poskytuje oboje – príčinu problému
03:56
and the path to the solution.
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ako aj cestu k jeho riešeniu.
Ak môžete vytvoriť zdroj príjmov
03:59
If you could generate a revenue stream
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04:02
just by understanding
the percentage of cigarettes,
the percentage of cigarettes,
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len z chápania podielu cigariet,
04:04
well, what about coffee cups
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čo napríklad také plastové poháre na kávu
04:06
or soda cans
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alebo plechovky,
04:08
or plastic bottles?
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alebo plastové fľaše?
04:10
If you could fingerprint San Francisco,
well, how about Oakland
well, how about Oakland
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Ak sme mohli zmapovať San Francisco,
čo taký Oakland
čo taký Oakland
04:13
or Amsterdam
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alebo Amsterdam,
04:15
or somewhere much closer to home?
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alebo niekde bližšie k domu?
04:19
And what about brands?
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A čo obchodné značky?
04:20
How might they use this data
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Ako môžu oni využiť tieto dáta,
04:22
to align their environmental
and economic interests?
and economic interests?
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aby prepojili svoje ekologické
a ekonomické záujmy?
a ekonomické záujmy?
04:27
There's a block in downtown Oakland
that's covered in blight.
that's covered in blight.
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Jedna štvrť v centre Oaklandu
je pokrytá odpadkami.
je pokrytá odpadkami.
04:31
The Litterati community got together
and picked up 1,500 pieces.
and picked up 1,500 pieces.
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Komunita Litterati sa spojila
a pozbierala 1 500 kusov.
a pozbierala 1 500 kusov.
04:35
And here's what we learned:
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A toto sme sa dozvedeli:
04:37
most of that litter came
from a very well-known taco brand.
from a very well-known taco brand.
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väčšina odpadu pochádzala
z veľmi známej taco značky.
z veľmi známej taco značky.
04:41
Most of that brand's litter
were their own hot sauce packets,
were their own hot sauce packets,
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Väčšina odpadu tej značky bola
z jej vreciek s pálivou omáčkou
z jej vreciek s pálivou omáčkou
04:46
and most of those hot sauce packets
hadn't even been opened.
hadn't even been opened.
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a väčšina týchto vreciek
nebola vôbec otvorená.
nebola vôbec otvorená.
04:51
The problem and the path
to the solution --
to the solution --
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Problém a cesta k jeho riešeniu –
04:54
well, maybe that brand only
gives out hot sauce upon request
gives out hot sauce upon request
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možno by táto značka mala
dávať pálivú omáčku len na vyžiadanie
dávať pálivú omáčku len na vyžiadanie
04:58
or installs bulk dispensers
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alebo inštalovať dávkovače,
05:00
or comes up with more
sustainable packaging.
sustainable packaging.
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alebo prísť s udržateľnejším obalom.
05:03
How does a brand take
an environmental hazard,
an environmental hazard,
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Ako teda spoločnosť transformuje
ekologické riziko
ekologické riziko
05:06
turn it into an economic engine
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na ekonomickú silu
05:08
and become an industry hero?
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a stane sa hrdinom priemyslu?
05:11
If you really want to create change,
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Ak naozaj chcete priniesť zmenu,
05:13
there's no better place to start
than with our kids.
than with our kids.
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nie je lepšieho miesta pre začiatok
než u našich detí.
než u našich detí.
05:16
A group of fifth graders picked up
1,247 pieces of litter
1,247 pieces of litter
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Skupinka piatakov pozbierala
1 247 kusov odpadu
1 247 kusov odpadu
05:19
just on their school yard.
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len na svojom školskom ihrisku.
05:21
And they learned that the most
common type of litter
common type of litter
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Zistili, že najbežnejším typom odpadu
05:24
were the plastic straw wrappers
from their own cafeteria.
from their own cafeteria.
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boli plastové obaly od slamiek
z ich vlastnej jedálne.
z ich vlastnej jedálne.
05:27
So these kids went
to their principal and asked,
to their principal and asked,
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Tieto isté deti teda zašli za riaditeľom
a spýtali sa,
a spýtali sa,
05:30
"Why are we still buying straws?"
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„Prečo kupujeme plastové slamky?“
05:33
And they stopped.
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A oni prestali.
05:34
And they learned that individually
they could each make a difference,
they could each make a difference,
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Naučili sa, že ako jednotlivci
mohli dosiahnuť zmenu,
mohli dosiahnuť zmenu,
05:38
but together they created an impact.
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ale dohromady mali väčší vplyv.
05:41
It doesn't matter
if you're a student or a scientist,
if you're a student or a scientist,
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Nezáleží na tom,
či ste študent, alebo vedec,
či ste študent, alebo vedec,
05:45
whether you live in Honolulu or Hanoi,
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či žijete v Honolulu, alebo v Hanoi,
05:48
this is a community for everyone.
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toto je spoločenstvo pre každého.
05:51
It started because of two little kids
in the Northern California woods,
in the Northern California woods,
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Začalo sa to kvôli dvom malým deťom
v lesoch Severnej Kalifornie
v lesoch Severnej Kalifornie
05:56
and today it's spread across the world.
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a dnes sa to rozšírilo po celom svete.
05:59
And you know how we're getting there?
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A ako sme sa tam dostali?
06:02
One piece at a time.
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Po jednotlivých kusoch.
06:04
Thank you.
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Ďakujem.
06:05
(Applause)
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(potlesk)
ABOUT THE SPEAKER
Jeff Kirschner - EntrepreneurJeff Kirschner created a global community that's eradicating litter one piece at a time.
Why you should listen
When his 4-year old daughter saw a plastic tub of cat litter in the woods, little did Jeff Kirschner realize that it would be the spark for creating Litterati -- a global movement that's "crowdsource-cleaning" the planet one piece of litter at a time.
Featured in National Geographic, Time Magazine, Fast Company and USA Today, Litterati has become a shining example of how communities are using technology and data to solve our world's most complex problems.
Kirschner has shared the Litterati story at Fortune 500 companies such as Google, Facebook and Uber, keynoted environmental summits at the Monterey Bay Aquarium and Keep America Beautiful, as well as leading schools including Stanford, MIT and the University of Michigan. He was recently a TED Resident, where he developed Litterati into an idea worth spreading.
Jeff Kirschner | Speaker | TED.com