TED Residency
Jeff Kirschner: This app makes it fun to pick up litter
Džef Kiršner (Jeff Kirschner): Aplikacija koja čini skupljanje smeća zabavnim
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Readability: 4.2
1,385,758 views
Zemlja je velika površina koju treba očistiti. Uz „Literati“, aplikaciju čiji korisnici identifikuju, sakupljaju i geografski označavaju svetski otpad, član programa TED Residency Džef Kiršner je stvorio zajednicu koja zajedničkim naporom čisti planetu. Nakon što sakupi informacije o otpadu u preko 100 zemalja, Kiršner se nada da će iskorititi te podatke za saradnju sa brendovima i organizacijama kako bi sprečili širenje smeća pre nego što stigne do zemlje.
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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Priča počinje sa ovo dvoje -
00:16
my kids.
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mojom decom.
00:17
We were hiking in the Oakland woods
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Pešačili smo kroz šumu u Ouklandu
kada je moja ćerka primetila
kada je moja ćerka primetila
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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plastičnu posudu
sa mačjim izmetom u potoku.
sa mačjim izmetom u potoku.
00:23
She looked at me and said,
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Pogledala me je i rekla:
00:25
"Daddy?
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„Tata,
to ne ide tu.“
00:27
That doesn't go there."
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00:29
When she said that,
it reminded me of summer camp.
it reminded me of summer camp.
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Kada je to rekla,
podsetila me je na letnji kamp.
podsetila me je na letnji kamp.
00:31
On the morning of visiting day,
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Na jutro dana za posete,
neposredno pre nego što bi pustili
zabrinute roditelje da ulete kroz kapiju,
zabrinute roditelje da ulete kroz kapiju,
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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direktor kampa bi rekao:
00:37
our camp director would say,
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„Brzo! Neka svako pokupi pet otpadaka!“
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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Kažete par stotina dece
da pokupe po pet otpadaka
da pokupe po pet otpadaka
00:43
and pretty soon, you've got
a much cleaner camp.
a much cleaner camp.
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i vrlo brzo imate mnogo čistiji kamp.
00:46
So I thought,
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Stoga sam pomislio,
00:47
why not apply that crowdsourced
cleanup model to the entire planet?
cleanup model to the entire planet?
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zašto ne primenimo takvo angažovanje
javnosti kao metod čišćenja cele planete?
javnosti kao metod čišćenja cele planete?
00:52
And that was the inspiration
for Litterati.
for Litterati.
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I to je bila inspiracija za „Literati“.
00:55
The vision is to create
a litter-free world.
a litter-free world.
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Vizija je da stvorimo svet bez otpada.
00:58
Let me show you how it started.
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Pokazaću vam kako je počelo.
01:00
I took a picture of a cigarette
using Instagram.
using Instagram.
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Fotografisao sam cigaretu
koristeći Instagram.
koristeći Instagram.
01:04
Then I took another photo ...
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Onda sam napravio još jednu fotku,
01:06
and another photo ...
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i još jednu fotku,
01:07
and another photo.
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pa još jednu.
01:08
And I noticed two things:
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I primetio sam dve stvari:
01:10
one, litter became artistic
and approachable;
and approachable;
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prvo, otpad je postao
umetnički i pristupačan,
umetnički i pristupačan,
i drugo, nakon nekoliko dana
sam u telefonu imao 50 fotki,
sam u telefonu imao 50 fotki,
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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a svaki otpadak sam pokupio,
01:17
and I had picked up each piece,
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01:19
and I realized that I was keeping a record
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i shvatio sam da evidentiram
01:21
of the positive impact
I was having on the planet.
I was having on the planet.
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svoj pozitivan uticaj na planetu.
01:25
That's 50 less things that you might see,
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To je 50 stvari manje koje možete videti,
01:27
or you might step on,
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na koje možete zgaziti,
01:28
or some bird might eat.
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ili koje bi neka ptica mogla pojesti.
01:30
So I started telling people
what I was doing,
what I was doing,
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Tako sam počeo
da govorim ljudima šta radim,
da govorim ljudima šta radim,
01:33
and they started participating.
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i počeli su da mi se pridružuju.
01:36
One day,
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Jednog dana
01:38
this photo showed up from China.
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se pojavila ova fotografija iz Kine,
01:42
And that's when I realized
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i tada sam shvatio
01:43
that Litterati was more
than just pretty pictures;
than just pretty pictures;
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da je „Literati“ više od lepih fotki,
01:46
we were becoming a community
that was collecting data.
that was collecting data.
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da postajemo zajednica
koja sakuplja podatke.
koja sakuplja podatke.
01:50
Each photo tells a story.
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Svaka fotografija je priča za sebe.
01:53
It tells us who picked up what,
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Govori nam ko je pokupio šta,
01:55
a geotag tells us where
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geografska oznaka govori gde,
01:57
and a time stamp tells us when.
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a vremenska oznaka govori kada.
02:00
So I built a Google map,
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Stoga sam napravio mapu na Guglu
02:02
and started plotting the points
where pieces were being picked up.
where pieces were being picked up.
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i počeo da označavam mesta
gde se otpaci kupe.
gde se otpaci kupe.
02:06
And through that process,
the community grew
the community grew
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Kroz taj proces, zajednica je rasla
02:10
and the data grew.
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i broj podataka je rastao.
02:12
My two kids go to school
right in that bullseye.
right in that bullseye.
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Moja deca idu u školu baš ovde u sredini.
02:17
Litter:
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Otpad se stapa sa pozadinom našeg života.
02:18
it's blending into
the background of our lives.
the background of our lives.
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02:21
But what if we brought it
to the forefront?
to the forefront?
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Šta bi bilo da ga stavimo u prvi plan?
02:23
What if we understood exactly
what was on our streets,
what was on our streets,
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Šta bi bilo kada bismo shvatili
šta tačno postoji na ulicama,
šta tačno postoji na ulicama,
02:26
our sidewalks
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na trotoarima
02:27
and our school yards?
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i u školskim dvorištima?
02:29
How might we use that data
to make a difference?
to make a difference?
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Kako bismo mogli da iskoristimo
ove podatke da stvorimo promenu?
ove podatke da stvorimo promenu?
02:33
Well, let me show you.
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Dozvolite da vam pokažem.
02:34
The first is with cities.
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Prvo sa gradovima.
02:36
San Francisco wanted to understand
what percentage of litter was cigarettes.
what percentage of litter was cigarettes.
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San Francisko je želeo da otkrije
koji procenat otpada su cigarete.
koji procenat otpada su cigarete.
02:41
Why?
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Zašto?
02:42
To create a tax.
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Da bi uveli porez.
Stoga su postavili nekoliko ljudi na ulice
sa notesima i olovkama,
sa notesima i olovkama,
02:44
So they put a couple of people
in the streets
in the streets
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02:46
with pencils and clipboards,
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koji su kružili i sakupljali informacije
02:47
who walked around collecting information
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02:49
which led to a 20-cent tax
on all cigarette sales.
on all cigarette sales.
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koje su dovele do poreza od 20 centi
na sve prodaje cigareta.
na sve prodaje cigareta.
02:53
And then they got sued
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A onda su ih tužile
velike kompanije duvanske industrije,
velike kompanije duvanske industrije,
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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tvrdeći da taj metod
sakupljanja informacija
sakupljanja informacija
nije ni precizan niti dokaziv.
03:00
is neither precise nor provable.
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03:03
The city called me and asked
if our technology could help.
if our technology could help.
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Pozvali su me iz opštine i pitali
da li naša tehnologija može da pomogne.
da li naša tehnologija može da pomogne.
03:07
I'm not sure they realized
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Ne znam da li su znali
da je naša tehnologija
moj nalog na Instagramu -
moj nalog na Instagramu -
03:08
that our technology
was my Instagram account --
was my Instagram account --
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03:10
(Laughter)
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(Smeh)
ali sam rekao: „Da, može.“
03:11
But I said, "Yes, we can."
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03:13
(Laughter)
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(Smeh)
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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„I možemo da vam kažemo
da li je marka Parlament ili Pal Mal.
da li je marka Parlament ili Pal Mal.
03:18
Plus, every photograph
is geotagged and time-stamped,
is geotagged and time-stamped,
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Uz to, svaka fotografija
ima geografsku i vremensku oznaku
ima geografsku i vremensku oznaku
03:21
providing you with proof."
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koja vam pruža dokaze.“
03:23
Four days and 5,000 pieces later,
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Nakon četiri dana
i 5 000 sakupljenih otpadaka,
i 5 000 sakupljenih otpadaka,
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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naši podaci su iskorišćeni u sudu
da se porez ne samo održi, već udvostruči,
da se porez ne samo održi, već udvostruči,
03:32
generating an annual recurring revenue
of four million dollars
of four million dollars
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što je stvorilo godišnji prihod
od četiri miliona dolara
od četiri miliona dolara
03:36
for San Francisco to clean itself up.
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koji se koristi za čišćenje San Franciska.
03:40
Now, during that process
I learned two things:
I learned two things:
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Tokom tog procesa sam naučio dve stvari:
kao prvo, Instagram
nije pravi alat za ovo -
nije pravi alat za ovo -
03:42
one, Instagram is not the right tool --
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03:44
(Laughter)
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(Smeh)
03:45
so we built an app.
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i zato smo razvili aplikaciju.
03:47
And two, if you think about it,
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Kao drugo, ako razmislite o tome,
03:49
every city in the world
has a unique litter fingerprint,
has a unique litter fingerprint,
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svaki grad na svetu ima
svoj jedinstveni otpad poput otiska prsta,
svoj jedinstveni otpad poput otiska prsta,
03:52
and that fingerprint provides
both the source of the problem
both the source of the problem
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a taj otisak prsta nam ukazuje
na izvor problema
na izvor problema
03:56
and the path to the solution.
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i na put ka njegovom rešavanju.
03:59
If you could generate a revenue stream
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Ako bismo mogli da stvorimo izvor prihoda
04:02
just by understanding
the percentage of cigarettes,
the percentage of cigarettes,
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samo razumevanjem procenta cigareta,
šta bi bilo sa šoljicama kafe,
04:04
well, what about coffee cups
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04:06
or soda cans
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limenkama soka,
04:08
or plastic bottles?
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ili plastičnim bocama?
04:10
If you could fingerprint San Francisco,
well, how about Oakland
well, how about Oakland
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Ako možete da to obeležite
u San Francisku, zašto ne u Ouklandu
u San Francisku, zašto ne u Ouklandu
04:13
or Amsterdam
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ili Amsterdamu,
04:15
or somewhere much closer to home?
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ili negde mnogo bliže domu?
04:19
And what about brands?
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A šta je sa brendovima?
04:20
How might they use this data
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Kako bi oni mogli da iskoriste podatke
04:22
to align their environmental
and economic interests?
and economic interests?
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da pomire svoje ekonomske
i ekološke interese?
i ekološke interese?
04:27
There's a block in downtown Oakland
that's covered in blight.
that's covered in blight.
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U centru Ouklanda ima jedan blok
prekriven otpadom.
prekriven otpadom.
04:31
The Litterati community got together
and picked up 1,500 pieces.
and picked up 1,500 pieces.
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Zajednica Literata se okupila
i pokupila 1 500 otpadaka.
i pokupila 1 500 otpadaka.
04:35
And here's what we learned:
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Otkrili smo sledeće:
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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većina otpada je potekla
od veoma poznatog proizvođača takosa.
od veoma poznatog proizvođača takosa.
04:41
Most of that brand's litter
were their own hot sauce packets,
were their own hot sauce packets,
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Većina otpadaka tog proizvođača
bile su kesice ljutog sosa,
bile su kesice ljutog sosa,
04:46
and most of those hot sauce packets
hadn't even been opened.
hadn't even been opened.
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a većina njih nije bila ni otvorena.
04:51
The problem and the path
to the solution --
to the solution --
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Problem i put ka rešenju -
04:54
well, maybe that brand only
gives out hot sauce upon request
gives out hot sauce upon request
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možda bi trebalo da taj proizvođač
daje ljuti sos na zahtev
daje ljuti sos na zahtev
04:58
or installs bulk dispensers
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ili postavi dozator
05:00
or comes up with more
sustainable packaging.
sustainable packaging.
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ili napravi pakovanje koje je održivije.
05:03
How does a brand take
an environmental hazard,
an environmental hazard,
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Kako brend uzme
pretnju po životnu sredinu,
pretnju po životnu sredinu,
05:06
turn it into an economic engine
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pretvori je u ekonomski pogon
05:08
and become an industry hero?
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i tako postane heroj u toj industriji?
05:11
If you really want to create change,
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Ako zaista želite da stvorite promene,
05:13
there's no better place to start
than with our kids.
than with our kids.
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najbolje je početi od svoje dece.
05:16
A group of fifth graders picked up
1,247 pieces of litter
1,247 pieces of litter
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Grupa petaka u osnovnoj
je pokupila 1 247 otpadaka
je pokupila 1 247 otpadaka
05:19
just on their school yard.
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samo u svom školskom dvorištu.
05:21
And they learned that the most
common type of litter
common type of litter
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I otkrili su da su najčešća vrsta otpada
plastični omoti za slamčice
iz njihove kantine.
iz njihove kantine.
05:24
were the plastic straw wrappers
from their own cafeteria.
from their own cafeteria.
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05:27
So these kids went
to their principal and asked,
to their principal and asked,
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Zatim su ovi klinci
otišli kod direktora i pitali:
otišli kod direktora i pitali:
05:30
"Why are we still buying straws?"
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„Zašto i dalje kupujemo slamčice?“
05:33
And they stopped.
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Tako su prestali.
05:34
And they learned that individually
they could each make a difference,
they could each make a difference,
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I otkrili su da svako pojedinačno
može da napravi promenu,
može da napravi promenu,
05:38
but together they created an impact.
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ali da zajedno imaju jači uticaj.
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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Nije bitno da li ste student ili naučnik,
05:45
whether you live in Honolulu or Hanoi,
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da li živite u Honoluluu ili Hanoju,
05:48
this is a community for everyone.
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ovo je zajednica za sve.
05:51
It started because of two little kids
in the Northern California woods,
in the Northern California woods,
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Stvorena je zbog dvoje male dece
u šumi u Severnoj Karolini
u šumi u Severnoj Karolini
05:56
and today it's spread across the world.
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i danas je raširena po celom svetu.
05:59
And you know how we're getting there?
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A znate kako dolazimo dotle?
06:02
One piece at a time.
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Otpadak po otpadak.
06:04
Thank you.
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Hvala.
06:05
(Applause)
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(Aplauz)
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