ABOUT THE SPEAKER
McKenna Pope - Teen activist
When McKenna Pope was 13 she petitioned Hasbro to market its Easy-Bake Oven to boys as well as girls, and to make it available in gender-neutral colors. It worked.

Why you should listen

If anyone's still worried about today's teenagers melting their brains on the Internet, there's at least one who stands out against the crowd: teen activist McKenna Pope. In 2012 Pope's four-year-old brother, who had a passion for cooking, was beyond excited to ask for an Easy-Bake Oven for Christmas. But, confused by the pink and purple colors and the television ads that only featured girls using the toy, he became discouraged.

Pope, thirteen at the time, was indignant that her brother should think any less of himself as a boy who liked to cook. Naturally Pope turned to the Internet. She posted a video and written petition urging the CEO of Hasbro to change its marketing and packaging around the Easy-Bake Oven to make it appealing to boys as well as girls. Pope could hardly anticipate what came next: She received 45,000 signatures and a call from Hasbro, inviting her to their headquarters in Pawtucket, Rhode Island to show her their new unisex designs.

More profile about the speaker
McKenna Pope | Speaker | TED.com
TEDYouth 2013

McKenna Pope: Want to be an activist? Start with your toys

Mekena Poup (McKenna Pope): Želite da budete aktivista? Počnite od svojih igračaka

Filmed:
1,022,732 views

Mekenin mlađi brat je voleo da kuva, ali je bio zabrinut zbog korišćenja rerne za lako pečenje, jer je to igračka za devojčice. Tada Poup, sa 13 godina započinje internet peticiju protiv američke kompanije igračaka "Hasbro", da promeni roze i ljubičastu paletu boja i da uključi dečake u reklamiranju ovog proizvoda. U ohrabrujućem govoru, Poup opisuje svoju borbu do rodno-neutralnih igračaka i alarmira svu decu koja se osećaju bespomoćno da se bore.
- Teen activist
When McKenna Pope was 13 she petitioned Hasbro to market its Easy-Bake Oven to boys as well as girls, and to make it available in gender-neutral colors. It worked. Full bio

Double-click the English transcript below to play the video.

00:12
I'm McKennaMcKenna PopePapa. I'm 14 yearsгодине oldстари,
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Ja sam Mekena Poup. Imam 14 godina,
00:15
and when I was 13, I convincedуверен
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kada sam imala 13, ubedila sam
00:17
one of the largestнајвеће toyиграчка companiesкомпаније,
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jednu od najvećih
kompanija za pravljenje igračaka,
00:18
toymakerstoymakers, in the worldсвет, HasbroHasbro,
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na svetu, Hasbro,
00:21
to changeпромена the way that they marketedна тржишту
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da promeni način na koji reklamra
00:23
one of theirњихова mostнајвише best-sellingнајпродаванији productsпроизводи.
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jedan od njihovih
najprodavanijih proizvoda.
00:25
So allowдозволите me to tell you about it.
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Ispričaću vam o tome.
00:26
So I have a brotherбрате, GavinGavin.
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Imam brata, Gevina.
00:28
When this wholeцела shebangdruga sranja happenedдесило, he was fourчетири.
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Kada se sve izdešavalo,
on je imao 4 godine.
00:30
He lovedвољен to cookкувати.
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I voleo je da kuva.
00:32
He was always gettingдобијања ingredientsсастојци out of the fridgefrižider
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On bi uvek uzimao sastojke iz frižidera
00:34
and mixingмешање them into these, needlessnepotrebno to say,
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i mućkao ih u, nepotrebno je i reći,
00:36
uneatableuneatable concoctionsnapitaka,
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nejestive mešavine,
00:38
or makingстварање invisibleневидљив macaronimakaroni and cheeseсир.
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ili pravio nevidljive makarone sa sirom.
00:41
He wanted to be a chefГлавни кувар really badlyлоше.
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Želeo je, zaista, da bude kuvar.
00:44
And so what better giftпоклон for a kidклинац
who wanted to be a chefГлавни кувар
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I koji je bolji pokon
za dete koje je želelo da bude kuvar
00:47
than an Easy-BakeBrza OvenRerna. Right?
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od rerne za lako pečenje. Zar ne?
00:49
I mean, we all had those when we were little.
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Svi smo ih imali kada smo bili mali.
00:51
And he wanted one so badlyлоше.
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I on je želeo jednu, veoma.
00:53
But then he startedпочела to realizeсхватите something.
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Ali je uvideo nešto.
00:56
In the commercialsрекламе, and on the
boxesкутије for the Easy-BakeBrza OvensPećnice,
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U reklamama
i na kutijama rerni za lako pečenje,
01:00
HasbroHasbro marketedна тржишту them specificallyпосебно to girlsдевојке.
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Hasbro je tržište razvio
specijalno za devojčice.
01:03
And the way that they did this
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I način na koji su to uradili je
01:04
was they would only featureкарактеристика girlsдевојке
on the boxesкутије or in the commercialsрекламе,
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tako što su isticali devojčice
na kutijama ili u reklamama,
01:07
and there would be flowerykitnjasto printsотисци all over the ovenspećnice
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i po celoj rerni bi bile cvetne šare
01:10
and it would be in brightсветао pinkрозе and purpleљубичаста,
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u svetlo roze i ljubičastoj boji,
01:13
very gender-specificRodno specifične colorsбоје to femalesženke, right?
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koje su i specifične boje
za ženski rod, zar ne?
01:16
So it kindкинд of was sendingслање a messageпорука
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Tako da, na neki način, to je slalo poruku
01:19
that only girlsдевојке are supposedпретпостављено to cookкувати; boysдечаци aren'tнису.
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da bi samo devojčice
trebalo da kuvaju; dečaci ne.
01:22
And this discouragedobeshrabren my brotherбрате a lot.
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I to je veoma obeshrabrilo mog brata.
01:23
He thought that he wasn'tније
supposedпретпостављено to want to be a chefГлавни кувар,
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Mislio je da on uopšte
i ne treba da postane kuvar,
01:27
because that was something that girlsдевојке did.
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jer to samo devojčice rade.
01:29
GirlsDevojke cookedкухана; boysдечаци didn't,
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Devojčice kuvaju - dečaci ne,
01:30
or so was the messageпорука that HasbroHasbro was sendingслање.
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ili je takva bila poruka
koju je Hasbro poslao.
01:33
And this got me thinkingразмишљање,
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I uhvatila sam sebe kako razmišljam:
01:35
God, I wishжелети there was a way that I could changeпромена this,
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bože, volela bih da postoji način
da promenim ovo,
01:37
that could I have my voiceглас heardслушао by HasbroHasbro
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da moj glas može dopreti do Hasbroa
01:40
so I could askпитати them and tell them
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da bih mogla da im kažem
01:42
what they were doing wrongпогрешно
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šta su radili pogrešno
01:43
and askпитати them to changeпромена it.
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i da ih zamollim da to promene.
01:44
And that got me thinkingразмишљање about a websiteвеб сајт
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I zbog toga sam počela
da razmišljam o sajtu
01:46
that I had learnedнаучио about a fewнеколико monthsмесеци priorпре
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za koji sam saznala
nekoliko meseci ranije,
01:48
calledпозвани ChangePromena.orgорг.
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Change.org.
01:49
ChangePromena.orgорг is an onlineонлине petition-sharingpeticija za deljenje platformплатформа
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Change.org je platforma
01:53
where you can createстворити a petitionпетиција and shareОбјави it
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gde možete napraviti peticiju
i podeliti je
01:55
acrossпреко all of these socialсоцијално mediaмедији networksмреже,
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preko svih društvenih mreža,
01:57
throughкроз FacebookFacebook, throughкроз TwitterTwitter-a,
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Fejsbuka, Tvitera,
01:59
throughкроз YouTubeYouTube, throughкроз RedditReditu, throughкроз TumblrTumblr,
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preko Jutjuba, Redita, Tambelra,
02:00
throughкроз whateverшта год you can think of.
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preko bilo čega što vam padne na pamet.
02:02
And so I createdстворено a petitionпетиција
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I tako sam ja napravila peticiju
02:04
alongзаједно with the YouTubeYouTube videoвидео
that I addedдодато to the petitionпетиција
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zajedno sa Jutjub videom,
koji sam dodala peticiji,
02:07
basicallyу основи askingпитајући HasbroHasbro
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u suštini, tražeći da Hasbro
02:09
to changeпромена the way that they marketedна тржишту it,
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promeni način reklamiranja,
02:11
in featuringфеатуринг boysдечаци in the commercialsрекламе, on the boxesкутије,
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sa dečacima u reklamama, na kutijama,
02:14
and mostнајвише of all creatingстварање them
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i povrh svega, da ih prave
02:16
in lessмање gender-specificRodno specifične colorsбоје.
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u bojama koje su manje
karakteristične za određeni rod.
02:19
So this petitionпетиција startedпочела to take off --
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I ova peticija je počela da se širi
02:23
humongouslyhumongously fastбрзо, you have no ideaидеја.
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nemoguće brzo,
ne možete ni da zamislite koliko.
02:26
I was gettingдобијања interviewedинтервјуисано by
all these nationalнационално newsвести outletsProdajna mesta
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Intervjuisale su me
sve te nacionalne televizijske kuće,
02:29
and pressпритисните outletsProdajna mesta, and it was amazingНевероватно.
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i novine, i bilo je neverovatno.
02:33
In threeтри weeksнедељама, maybe threeтри and a halfпола,
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Za tri nedelje, možda tri i po,
02:35
I had 46,000 signaturesPotpisi on this petitionпетиција.
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prikupila sam 46,000 potpisa
za ovu peticiju.
02:40
(ApplauseAplauz)
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(Aplauz)
02:42
Thank you.
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Hvala.
02:44
So, needlessnepotrebno to say, it was crazyлуд.
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Nepotrebno je reći, bilo je ludo.
02:47
EventuallyNa kraju, HasbroHasbro themselvesсами
invitedпозвани me to theirњихова headquartersседиште
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Najzad, pozvana sam i u sedište Hasbroa
02:51
so they could go and unveilotkrivaju
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da bi mogli da mi pokažu
02:53
theirњихова newново Easy-BakeBrza OvenRerna productпроизвод to me
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svoj novi proizvod
02:55
in blackцрн, silverсребрна and blueПлави.
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u crnoj, srebrnoj i plavoj.
02:57
It was literallyбуквално one of the bestнајбоље momentsмоменте of my life.
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Bio je to, bukvalno,
jedan od najboljih trenutaka mog života.
03:00
It was like &quotquot;WillyVili WonkaWonka and the ChocolateČokolada FactoryFabrika.&quotquot;
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Bilo je kao Vili Vonka i Fabrika čokolade.
03:02
That thing was amazingНевероватно.
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Ta stvar je odlična.
03:04
What I didn't realizeсхватите at the time, howeverМеђутим,
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Ono što tada nisam shvatila,
03:06
was that I had becomeпостати an activistактивиста,
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jeste da sam postala aktivista,
03:08
I could changeпромена something,
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promenila sam nešto,
03:09
that even as a kidклинац, or maybe
even especiallyпосебно as a kidклинац,
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čak i kao dete ili možda baš kao dete,
03:12
my voiceглас matteredbilo bitno, and your voiceглас mattersпитања too.
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moj glas je bio važan,
i vaš glas je isto tako važan.
03:15
I want to let you know it's not going to be easyлако,
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I želim da vam kažem da neće biti lako,
nije ni meni bilo lako.
03:17
and it wasn'tније easyлако for me,
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03:18
because I facedсуочена a lot of obstaclesпрепреке.
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Susrela sam se sa mnogim preprekama.
03:21
People onlineонлине, and sometimesпонекад even in realправи life,
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Ljudi sa mreže,
a ponekad i iz stvarnog života
03:24
were disrespectfuluvredljivo to me and my familyпородица,
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su bili neučtivi
prema mojoj porodici i meni,
03:27
and talkedпричао about how the wholeцела
thing was a wasteгубљење of time,
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i pričali o tome
kao o velikom gubljenju vremena,
03:30
and it really discouragedobeshrabren me.
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to me je jako obeshrabrilo.
03:31
And actuallyзаправо, I have some examplesпримери,
because what's better revengeосвета
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I u stvari, imam nekoliko primera,
jer nema bolje osvete
03:35
than displayingприказивање theirњихова idiocyidiotizam?
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od izlaganja njihovog idiotizma?
03:37
So, let's see.
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Hajde da vidimo.
03:39
From userкорисник nameиме LiquidsoreLiquidsore29 --
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Neko sa korisničkim imenom "Liquidsore29",
03:42
interestingзанимљиво userкорисник namesимена we have here—
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interesantna imena imamo ovde,
03:44
&quotquot;DisgustingOdvratno liberalLiberalni momsmame makingстварање theirњихова sonssinovi gayгеј.&quotquot;
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citiram: "Odvratne slobodoumne mame,
prave od svojih sinova homoseksualce."
03:50
LiquidsoreLiquidsore29, really? Really? Okay.
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Liquidsore29, stvarno? Ali, stvarno?! Ok.
03:52
How about from WhiteboyWhiteboy77AGSAGS:
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Ili na primer "Whiteboy77AGS":
03:56
"People always need something
to (femaleзенски пол dogпас) about."
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"Ljudi uvek imaju potrebu
da po nečemu (vršenje nužde)."
04:00
From JeffreyJeffrey GutierrezGutierrez:
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Dzefri Gutierez:
04:03
&quotquot;OMGOMG, shutзатворите up. You just want moneyновац and attentionпажњу.&quotquot;
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"O, bože, umukni!
Samo želiš novac i pažnju!"
04:06
So it was commentsкоментари like these
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Ovakvi komentari
04:08
that really discouragedobeshrabren me from
wantingжелим to make changeпромена in the futureбудућност
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su me zaista obeshrabrili
u pravljenju promena u budućnosti,
04:11
because I thought, people don't careнега,
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jer sam mislila da ljudima nije ni bitno,
04:13
people think it's a wasteгубљење of time,
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jer misle da je to gubljenje vremena,
04:16
and people are going to be disrespectfuluvredljivo
to me and my familyпородица.
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i da će ljudi biti drski
prema meni i mojoj porodici.
04:19
It hurtболи me, and it madeмаде me think,
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To me je povredilo i nateralo da pomislim,
04:22
what's the pointтачка of makingстварање changeпромена in the futureбудућност?
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koja je svrha pravljenja
nekih budućih promena?
04:24
But then I startedпочела to realizeсхватите something.
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Ali tada sam nešto ukapirala.
04:27
HatersMrzitelji gonna hateмрзим.
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Hejteri će mrzeti.
04:29
Come on, say it with me. One, two, threeтри:
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Hajde, ponovite. Jedan, dva, tri:
04:31
HatersMrzitelji gonna hateмрзим.
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hejteri će mrzeti.
04:34
So let your hatersmrzitelji hateмрзим,
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Tako da, pustite hejtere da mrze,
04:36
you know what, and make your changeпромена,
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znate šta, i napravite svoju promenu,
04:37
because I know you can.
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jer sam sigurna da vi to možete.
04:39
I look out into this crowdгомила,
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U ovoj publici,
04:40
and I see 400 people
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vidim 400 ljudi
04:43
who cameДошао out because they wanted to know
how they could make a changeпромена,
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koji su došli, jer su želeli da saznaju
kako mogu da naprave promenu.
04:46
and I know that you can, and all
of you watchingгледа at home can too
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Ja znam da vi to možete,
i svi koji nas prate od kuće to mogu,
04:49
because you have so much that you
can do and that you believe in,
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jer ima puno toga što vi možete
da uradite i u šta verujete,
04:52
and you can tradeтрговина it acrossпреко all these socialсоцијално mediaмедији,
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i možete sve to podeliti
preko svih ovih društvenih mreža,
04:55
throughкроз FacebookFacebook, throughкроз TwitterTwitter-a, throughкроз
YouTubeYouTube, throughкроз RedditReditu, throughкроз TumblrTumblr,
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preko Fejsbuka, Tvitera,
Jutjuba, Redita, Tamblera,
04:58
throughкроз whateverшта год elseдруго you can think of.
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i preko čega još možete da se setite.
05:00
And you can make that changeпромена.
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I možete napraviti promenu.
05:01
You can take what you believe in
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Uzmite to u šta verujete,
05:03
and turnред it into a causeузрок and changeпромена it.
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pretvorite u cilj i promenite.
05:05
And that sparkiskra that you've been
hearingслух about all day todayданас,
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I ta iskra o kojoj ste slušali danas,
05:08
you can use that sparkiskra that you have withinу склопу you
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možete iskoristiti tu iskru
koju imate u sebi
05:11
and turnред it into a fireватра.
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da biste je pretvorili u vatru.
05:12
Thank you.
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Hvala.
05:14
(ApplauseAplauz)
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(Aplauz)
Translated by Jelena Jevtic
Reviewed by Ivana Korom

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ABOUT THE SPEAKER
McKenna Pope - Teen activist
When McKenna Pope was 13 she petitioned Hasbro to market its Easy-Bake Oven to boys as well as girls, and to make it available in gender-neutral colors. It worked.

Why you should listen

If anyone's still worried about today's teenagers melting their brains on the Internet, there's at least one who stands out against the crowd: teen activist McKenna Pope. In 2012 Pope's four-year-old brother, who had a passion for cooking, was beyond excited to ask for an Easy-Bake Oven for Christmas. But, confused by the pink and purple colors and the television ads that only featured girls using the toy, he became discouraged.

Pope, thirteen at the time, was indignant that her brother should think any less of himself as a boy who liked to cook. Naturally Pope turned to the Internet. She posted a video and written petition urging the CEO of Hasbro to change its marketing and packaging around the Easy-Bake Oven to make it appealing to boys as well as girls. Pope could hardly anticipate what came next: She received 45,000 signatures and a call from Hasbro, inviting her to their headquarters in Pawtucket, Rhode Island to show her their new unisex designs.

More profile about the speaker
McKenna Pope | Speaker | TED.com