ABOUT THE SPEAKER
Erez Yoeli - Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it.

Why you should listen

Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.

Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post. 

Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.

More profile about the speaker
Erez Yoeli | Speaker | TED.com
TEDxCambridge

Erez Yoeli: How to motivate people to do good for others

Erez Yoeli: Namna ipi ya kuhamasisha watu kutenda mema kwa wengine

Filmed:
2,228,025 views

Namna gani tunaweza wafanya watu kutenda mema: kwenda kwenye uchaguzi, kutoa misaada, kutumia rasilimali au kwa ujumla kuwa wastaarabu kwa wengine? Mtafiti na mwanasayansi wa MIT anashirikisha listi ndogo ya mambo ya kufanya ya namna ya kupata nguvu ya sifa -- tamaa yetu kama binadamu kuonekana kama wastaarabu na wema badala ya wabinafsi -- kuhamasisha watu kufanya vitu kwa manufaa ya wengine. Jifunze zaidi kuhusu namna ambavyo mabadiliko madogo katika mikakati yako ya kuwafanya watu kufanya mema na pia kupata matokeo bora ya kushangaza.
- Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio

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

00:13
How can we get people to do more good,
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Namna gani tunaweza wafanya watu kutenda
mema zaidi,
00:16
to go to the pollsvituo vya kupigia kura,
give to charityupendo, conserveHifadhi resourcesrasilimali,
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kwenda katika uchaguzi, kujitolea msaada,
kutunza rasilimali,
00:20
or even to do something as simplerahisi
as washingkuosha theirwao mugsvikombe at work
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au hata kufanya kitu rahisi kama kuosha
vikombe vyao wakiwa kazini
00:24
so that the sinkshika isn't
always fullkamili of dirtychafu dishessahani?
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ili sinki lisiwe muda wote limejaa
vyombo vichafu?
00:26
(LaughterKicheko)
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(Kicheko)
00:28
(ApplauseMakofi)
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(Makofi)
00:33
When I first startedilianza
workingkufanya kazi on this problemtatizo,
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Nilipoanza kushughulikia hili tatizo,
00:35
I collaboratedwalishirikiana with a powernguvu companykampuni
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Nilishirikiana na kampuni ya nishati
00:37
to recruitkuandikisha customerswateja for a programprogramu
that preventshuzuia blackoutskukatikakatika kwa umeme
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kuwapa mafunzo wateja kuhusu programu
inayozuia kukatika kwa umeme
00:40
by reducingkupunguza energynishati demandmahitaji duringwakati peaksvilele vinne.
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kwa kupunguza mahitaji ya nishati
kipindi cha juu.
00:43
The programprogramu is basedmsingi
on a tried-and-truewalijaribu-na-kweli technologyteknolojia.
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Programu imetengenezwa na teknolojia
iliyojaribiwa na ya ukweli.
00:46
It's one the ObamaObama
administrationutawala even calledaitwaye
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Ni ambayo hata utawala wa Obama uliita
00:48
"the cornerstonemsingi to modernizingmodernizing
America'sMarekani electricalumeme gridgridi ya taifa."
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"jiwe la msingi la kuleta ukisasa katika
mfumo wa umeme Amerika."
00:52
But, like so manywengi
great technologicalteknolojia solutionsufumbuzi,
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Lakini, kama ilivyo mifumo mingi
mikubwa ya teknlolojia,
00:56
it has a keyufunguo weaknessudhaifu:
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huwa na udhaifu:
00:59
people.
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watu.
01:01
People need to signishara up.
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Watu wanahitaji kujisajili.
01:04
To try to get people to signishara up,
the powernguvu companykampuni sentalitumwa them a nicenzuri letterbarua,
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Ili kufanya watu wajisajili,
kampuni iliwatumia wateja barua nzuri,
01:07
told them about
all the program'sya programu benefitsfaida,
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kuwaambia kuhusu faida
zote za programu,
01:09
and it askedaliuliza them to call
into a hotlinemema if they were interestednia.
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na kuwaambia wapige huduma kwa wateja
kama wangependa.
01:12
Those lettersbarua wentakaenda out,
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Barua zilitumwa,
01:14
but the phonessimu, they were silentkimya.
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lakini simu, zilikuwa kimya.
01:18
So when we got involvedhusika,
we suggestedalipendekeza one smallndogo changemabadiliko.
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Hivyo tulivyohusishwa, tulipendekeza
badiliko moja dogo.
01:21
InsteadBadala yake of that hotlinemema,
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Badala ya simu ya huduma kwa wateja,
01:23
we suggestedalipendekeza that they use sign-upujiandikishaji sheetskaratasi
that they'dwangeweza postchapisho nearkaribu the mailboxesmailboxes
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tulipendekeza watumie karatasi za kujisajili zitakazotumwa
kwenye sanduku za barua zilizokaribu
01:27
in people'swatu buildingsmajengo.
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katika majengo ya watu.
01:30
This tripledmara tatu participationushiriki.
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Hii iliongeza walioshiriki kwa mara tatu.
01:35
Why?
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Kwanini?
01:37
Well, we all know people carehuduma deeplykwa undani
about what otherswengine think of them,
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Sasa, wote tunajua watu wanajali sana
kuhusu kile wengine wanachofikiri juu yao,
01:41
that we try to be seenkuonekana
as generousukarimu and kindaina,
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kua tunajaribu kuonekana kama
tuna heshima na tunaojali,
01:44
and we try to avoidkuepuka
beingkuwa seenkuonekana as selfishubinafsi or a moochmooch.
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na tunajaribu kuepuka kuonekana kama
wabinafsi au mabaradhuli.
Iwe tunatambua au la, hii ni nafasi kubwa
ya kwanini watu wanatenda mema,
01:48
WhetherKama we are awarekufahamu of it or not,
this is a bigkubwa partsehemu of why people do good,
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01:52
and so smallndogo changesmabadiliko that give people
more creditmkopo for doing good,
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hivyo mabadiliko madogo ambayo huwapa
watu sifa kwa kutenda mema,
01:57
those changesmabadiliko can make
a really bigkubwa differencetofauti.
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hayo mabadiliko yanaweza
leta utofauti mkubwa.
02:00
SmallNdogo changesmabadiliko like
switchingkugeuka from a hotlinemema,
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Mabadiliko madogo kama kubadili kutoka
simu ya huduma kwa wateja,
02:03
where nobodyhakuna will ever find out
about your good deedtendo,
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ambapo hamna mtu atayeweza tambua
kuhusu mwenendo wako mwema,
02:06
to a sign-upujiandikishaji sheetkaratasi
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hadi kwenye karatasi ya kujisajili
02:07
where anyoneyeyote who walkshuenda by
can see your namejina.
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ambapo kila mtu anayepita
anaweza kuona jina lako.
02:12
In our collaborationsushirikiano with governmentsserikali,
nonprofitsnonprofits, companiesmakampuni,
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Katika ushirikiano na serikali, mashirika
ya kujitolea, makampuni,
02:15
when we're tryingkujaribu to get people
to do more good,
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tunajaribu kuwafanya watu
kufanya mema zaidi,
02:18
we harnesskuunganisha the powernguvu of reputationsreputations.
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tunavuna nguvu ya sifa.
02:22
And we have a simplerahisi checklistOrodha ya for this.
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Na tuna karatasi rahisi ya
kuangalia hili.
02:24
And in factukweli, you alreadytayari know
the first itemkipengee on that checklistOrodha ya.
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Kwa uwazi, tayari unatambua kitu
cha kwanza katika listi hiyo.
02:28
It's to increaseOngeza observabilityobservability,
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Ni katika kuongeza uangalizi,
02:31
to make sure people find out
about good deedsMatendo.
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kuhakikisha watu wanatambua
kuhusu matendo mema.
02:35
Now, wait a minutedakika, I know
some of you are probablylabda thinkingkufikiri,
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Sasa, subiri kidogo, najua baadhi
yenu pengine mnawaza,
02:38
there's no way people here thought,
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hakuna namna watu hapa wangefikiri,
02:40
"Oh, well, now that
I'm gettingkupata creditmkopo for my good deedtendo,
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"Oh, kwa vile sasa ninapata sifa kwa matendo mema,
02:42
now it's totallykabisa worththamani it."
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matendo yangu yana thamani."
02:44
And you're right.
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Upo sahihi.
02:45
UsuallyKawaida, people don't.
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Kawaida, watu hawadhani hivyo.
02:47
RatherBadala yake, when they're makingkufanya
decisionsmaamuzi in privatePrivat,
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Bali, pale wanapofanya
maamuzi wakiwa peke yao,
02:50
they worrywasiwasi about theirwao ownmwenyewe problemsmatatizo,
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huwa na hofu kuhusu matatizo yao,
02:52
about what to put on the tablemeza for dinnerchajio
or how to paykulipa theirwao billsbili on time.
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kuhusu nini cha kuweka mezani mda wa kula
au jinsi ya kulipa ankara zao kwa wakati.
02:56
But, when we make
theirwao decisionuamuzi more observableinayoonekana,
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Lakini, pale tunapofanya maamuzi
yao kuwa wazi zaidi,
02:59
they startkuanza to attendkuhudhuria more
to the opportunitynafasi to do good.
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wanaanza kutumia nafasi ya
kufanya mema zaidi.
03:03
In other wordsmaneno, what's
so powerfulnguvu about our approachmbinu
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Kwa maneno mengine, kilicho na nguvu
sana kuhusu njia yetu
03:06
is that it could turnkugeuka on
people'swatu existingzilizopo desirehamu to do good,
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ni kwamba inaweza ongeza mshawasha
wa kutenda mema,
03:11
in this casekesi, to help
to preventkuzuia a blackoutkukata yasumbua.
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kwa suala hili, kuzuia kukatika
kwa umeme.
03:15
Back to observabilityobservability.
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Turudi katika uangalizi.
03:16
I want to give you anothermwingine examplemfano.
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Nataka niwape mfano mwingine.
03:18
This one is from a collaborationushirikiano
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Huu unatoka katika ushirikiano
03:20
with a nonprofitmashirika yasiyo ya faida that getshupata out the votekupiga kura,
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na taasisi isiyo ya kibiashara
inayohamasisha upigaji kura,
03:22
and it does this by sendingkutuma hundredsmamia
of thousandsmaelfu of lettersbarua everykila electionuchaguzi
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na inafanya hivi kwa kutuma mamia ya
maelfu ya barua kila uchaguzi
03:26
in orderamri to remindkukumbusha people and try
to motivatekuhamasisha them to go to the pollsvituo vya kupigia kura.
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ili kuwakumbusha watu na kujaribu
kuwashawishi kwenda katika uchaguzi.
03:30
We suggestedalipendekeza addingkuongeza
the followingzifuatazo sentencesentensi:
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Tulishauri kuongezwa kwa hii sentensi:
03:34
"SomeoneMtu mayinaweza call you to find out
about your experienceuzoefu at the pollsvituo vya kupigia kura."
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"Unaweza pigiwa simu na mtu na kuulizwa
ni namna gani uliuona uchaguzi."
03:38
This sentencesentensi makeshufanya it feel
more observableinayoonekana when you go to the pollsvituo vya kupigia kura,
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Sentensi hii inafanya uangalizi
zaidi unapoenda katika uchaguzi,
03:43
and it increasedimeongezeka the effectathari
of the letterbarua by 50 percentasilimia.
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na inaongeza matokeo ya
barua kwa asilimia 50.
03:48
MakingKufanya the letterbarua more effectiveufanisi reducedkupunguzwa
the costgharama of gettingkupata an additionalziada votekupiga kura
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Kufanya barua kuwa fanisi zaidi kuli-
punguza gharama za kupata kura ya nyongeza
03:52
from 70 dollarsdola down to about 40 dollarsdola.
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kutoka dola 70 hadi takribani dola 40.
03:55
ObservabilityObservability has been used to do things
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Uangalizi umetumika kufanya vitu
03:57
like get people
to donatekuchangia blooddamu more frequentlymara kwa mara
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kama kufanya watu kuchangia
damu mara kwa mara
03:59
by listingOrodha the namesmajina of donorswafadhili
on localmitaa newslettersmajarida,
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kwa kuorodhesha majina ya
wachangiaji katika vijarida,
04:02
or to paykulipa theirwao taxeskodi on time
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au kulipa kodi kwa wakati
04:05
by listingOrodha the namesmajina of delinquentsdelinquents
on a publicumma websitetovuti.
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kwa kuorodhesha majina ya
wakwepaji katika tovuti ya umma.
04:08
(LaughterKicheko)
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(Kicheko)
04:12
What about this examplemfano?
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Vipi kuhusu huu mfano?
04:14
ToyotaToyota got hundredsmamia of thousandsmaelfu of people
to buykununua a more fuel-efficientzinazohifadhi cargari
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Toyota ina mamia ya maelfu ya watu wa
kununua magari yatumiayo mafuta vizuri
04:18
by makingkufanya the PriusPrius so uniquekipekee ...
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kwa kufanya gari la Prius kuwa tofauti ...
04:22
(LaughterKicheko)
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(Kicheko)
04:24
that theirwao good deedtendo
was observableinayoonekana from a milemaili away.
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kua matendo yao mema yalionekana
kutokea umbali wa maili.
04:28
(LaughterKicheko)
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(Kicheko)
04:30
AlrightAlright, so observabilityobservability is great,
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Sawa, kwa hivyo uangalizi ni bora,
04:33
but we all know, we'vetumekuwa all seenkuonekana
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lakini wote tunajua, wote tumejionea
04:36
people walktembea by an opportunitynafasi to do good.
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watu huipitiliza nafasi ya kufanya mema.
04:40
They'llWao itabidi see somebodymtu
askingkuuliza for moneyfedha on the sidewalknjia ya njia
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Watamuona mtu akiomba hela pembeni ya njia
04:43
and they'llwatakuja pullkuvuta out theirwao phonessimu
and look really busybusy,
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na watatoa simu zao na kuonekana
wapo bize sana,
04:46
or they'llwatakuja go to the museummakumbusho and they'llwatakuja
waltzwaltz right on by the donationmchango boxsanduku.
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au watakwenda makumbusho na watachakacha
pembeni ya boksi la mchango.
04:50
ImagineKufikiria it's the holidaySikukuu seasonmsimu
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Fikiria kwamba ni muda wa mapumziko
04:52
and you're going to the supermarketmaduka makubwa,
and there's a SalvationWokovu ArmyJeshi volunteerkujitolea,
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na unakwenda supamaketi, na kuna mtu
anayejitolea katika jeshi la wokovu,
04:56
and he's ringingkupigia his bellkengele.
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na anapiga kengele yake.
04:57
A fewwachache yearsmiaka agoiliyopita, researcherswatafiti in SanSan DiegoDiego
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Miaka kadhaa iliyopita, watafiti wa
San Diego
04:59
teamedteamed up with a localmitaa chaptersura
from the SalvationWokovu ArmyJeshi
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waliungana na tawi la wenyeji
kutoka jeshi la wokovu
05:02
to try to find waysnjia to increaseOngeza donationsmichango.
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kutafuta njia za kuongeza michango.
05:06
What they foundkupatikana was kindaina of funnyfunny.
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Walichogundua kilikuwa kinafurahisha.
05:08
When the volunteerkujitolea
stoodalisimama in frontmbele of just one doormlango,
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Wanaojitolea waliposimama
mbele ya mlango mmoja,
05:12
people would avoidkuepuka givingkutoa
by going out the other doormlango.
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watu walikwepa kuchangia kwa
kutokea mlango mwingine.
05:16
Why?
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Kwanini?
05:19
Well, because they can always claimkudai,
"Oh, I didn't see the volunteerkujitolea,"
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Kwa sababu muda wote walidai,
"Oh, sijamuona mtu wa kujitolea,"
05:22
or, "I wanted to get
something from over there,"
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au, "Nilikuwa nafata kitu fulani kule,"
05:25
or, "That's where my cargari is."
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au, "Gari langu lipo huko."
05:27
In other wordsmaneno, there's lots of excusesudhuru.
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Kwa maneno mengine, kuna sababu nyingi.
05:30
And that bringshuleta us
to the secondpili itemkipengee on our checklistOrodha ya:
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Na hilo linatupeleka katika kitu cha
pili katika listi yetu:
05:33
to eliminatekuondoa excusesudhuru.
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kuondoa visingizio.
05:36
In the casekesi of the SalvationWokovu ArmyJeshi,
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Katika suala la jeshi la wokovu,
05:38
eliminatingkuondoa excusesudhuru just meansina maana
standingmsimamo in frontmbele of bothwote wawili doorsmilango,
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kuondoa visingizio ina maana
kusimama katika milango yote,
05:41
and sure enoughkutosha, when they did this,
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na hakika, walipofanya hivi,
05:43
donationsmichango roseakaondoka.
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michango iliongezeka.
05:47
But that's when things got kindaina of funnyfunny,
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Lakini ndipo ambapo vitu vilianza
kuchekesha,
05:49
even funnierfunnier.
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kuchekesha zaidi.
05:51
The researcherswatafiti
were out in the parkingmaegesho lot,
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Watafiti walikuwa nje katika eneo
la kuegesha magari,
05:54
and they were countingkuhesabu people
as they camealikuja in and out of the storekuhifadhi,
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na walikuwa wakihesabu watu walipoingia
na kutoka katika duka,
05:57
and they noticedniliona that when the volunteerswajitolea
stoodalisimama in frontmbele of bothwote wawili doorsmilango,
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na waligundua kua pale wanaojitolea
waliposimama mbele ya milango yote,
06:01
people stoppedkusimamishwa comingkuja
out of the storekuhifadhi at all.
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watu waliacha kutoka nje ya duka kabisa.
06:03
(LaughterKicheko)
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(Kicheko)
06:06
ObviouslyNi wazi, they were surprisedkushangaa by this,
so they decidedaliamua to look into it furtherzaidi,
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Kihalisia, walishangazwa na hili,
hivyo waliamua kuangalia kwa undani,
06:11
and that's when they foundkupatikana that there
was actuallykwa kweli a thirdtatu, smallerndogo utilitymatumizi doormlango
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na ndipo waligundua kwamba kulikuwa
na mlango mdogo wa wafanyakazi
06:16
usuallykwa kawaida used to take out the recyclingkuchakata --
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kawaida hutoa bidhaa za kutengeneza upya --
06:18
(LaughterKicheko)
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(Kicheko)
06:19
and now people were going out that doormlango
in orderamri to avoidkuepuka the volunteerswajitolea.
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na sasa watu walikuwa wanatokea mlango
huo ili kukwepa wanaojitolea.
06:23
(LaughterKicheko)
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(Kicheko)
06:26
This teachesfundisha us
an importantmuhimu lessonsomo thoughingawa.
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Hii inatufundisha somo muhimu.
06:30
When we're tryingkujaribu to eliminatekuondoa excusesudhuru,
we need to be very thoroughkina,
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Pale tunapojaribu kuondoa visingizio,
tunatakiwa kuwa makini,
06:34
because people are
really creativeubunifu in makingkufanya them.
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kwa sababu watu ni wabunifu kweli
kuvitengeneza.
06:36
(LaughterKicheko)
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(Kicheko)
06:41
AlrightAlright, I want to switchkubadili to a settingkuweka
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Sawa, nataka kuhamia katika mpangilio
06:43
where excusesudhuru can have
deadlymauti consequencesmatokeo.
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ambapo visingizio vinakuwa na
madhara ya mauti.
06:48
What if I told you that the world'sulimwengu
deadliestlimeutaja infectiouskuambukiza diseaseugonjwa has a curetiba,
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Inakuwaje kama ningekuambia kwamba ugonjwa
wa kuambukiza unaoua sana una tiba,
06:52
in factukweli, that it's had one for 70 yearsmiaka,
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kiuwazi, ilikuwa na tiba moja kwa
miaka 70,
06:55
a good one, one that worksinafanya kazi
almostkaribu everykila time?
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iliyo bora, ifanyayo kazi karibia
kila wakati?
06:59
It's incredibleajabu, but it's truekweli.
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Ni ajabu, lakini ni kweli.
07:02
The diseaseugonjwa is tuberculosiskifua kikuu.
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Ugonjwa huu ni kifua kikuu.
07:04
It infectshuambukiza some 10 millionmilioni people a yearmwaka,
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Huambukiza watu milioni 10 kwa mwaka,
07:06
and it killsunaua almostkaribu two millionmilioni of them.
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na huua takribani watu milioni mbili yao.
07:09
Like the blackoutkukata yasumbua preventionkuzuia programprogramu,
we'vetumekuwa got the solutionsuluhisho.
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Kama ilivyo programu ya kuzuia kukatika
kwa umeme, tumepata suluhisho.
07:13
The problemtatizo is people.
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Tatizo ni watu.
07:16
People need to take theirwao medicationdawa
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Watu wanatakiwa kunywa dawa
07:17
so that they're curedkutibiwa,
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ili waweze kupona,
07:19
and so that they don't
get other people sickmgonjwa.
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na pia wasiweze ambukiza watu wengine.
07:23
For a fewwachache yearsmiaka now,
we'vetumekuwa been collaboratingkushirikiana
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Miaka michache sasa,
tumekuwa tukishirikiana
07:25
with a mobilerununu healthafya startupAnzisha
calledaitwaye KehealaKeheala
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na taasisi mpya ya afya iitwayo Keheala
07:28
to supportmsaada TBKIFUA KIKUU patientswagonjwa
as they undergokufanyiwa treatmentmatibabu.
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kusaidia wagonjwa wa kifua kikuu
wakipata matibabu.
07:31
Now, you have to understandkuelewa,
TBKIFUA KIKUU treatmentmatibabu, it's really toughngumu.
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Sasa, unatakiwa kuelewa, matibabu ya
kifua kikuu, ni magumu sana.
07:34
We're talkingkuzungumza about takingkuchukua
a really strongnguvu antibioticantibiotic
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Tunaongelea kuhusu kunywa dawa kali sana
07:37
everykila singlemoja day for sixsita monthsmiezi or more.
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kila siku kwa miezi sita au zaidi.
07:39
That antibioticantibiotic is so strongnguvu
that it will make you feel sickmgonjwa.
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Dawa hiyo ni kali sana mpaka itakufanya
ujisikie mgonjwa.
07:42
It will make you feel nauseousmahangaiko and dizzykizunguzungu.
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Itakufanya ujisikie kichefuchefu na homa.
07:44
It will make your peeshairi turnkugeuka funnyfunny colorsrangi.
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Itafanya mkojo kuwa na rangi za ajabu.
07:46
It's alsopia a problemtatizo because
you have to go back to the clinickliniki
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Ni tatizo pia kwa sababu unatakiwa
kurudi tena kliniki
07:49
about everykila weekwiki
in orderamri to get more pillsdawa,
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karibuni kila wiki ili kupata dawa zaidi,
07:52
and in sub-SaharanSahara AfricaAfrika
or other placesmaeneo where TBKIFUA KIKUU is commonkawaida,
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na Afrika ya kusini mwa Sahara au sehemu
ambapo kifua kikuu ni janga,
07:55
now you're talkingkuzungumza
about going someplaceanakwambia prettynzuri farmbali,
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sasa unaongelea kuhusu kwenda
sehemu ya mbali kweli,
07:58
takingkuchukua toughngumu and slowpolepole publicumma transportusafiri,
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na kupanda usafiri wa jumuiya ambao
upo taratibu,
08:01
maybe the clinickliniki is inefficienthaifai.
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pengine kliniki haina ufanisi.
08:03
So now you're talkingkuzungumza about takingkuchukua
a halfnusu day off of work everykila weekwiki
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Sasa unaongelea kuhusu kuchukua
nusu siku kazini kila wiki
08:06
from a jobkazi you desperatelykwa makusudi
can't affordkununua to losekupoteza.
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kwenye kazi usiyoweza kumudu kuipoteza.
08:09
It's even worsembaya zaidi when you considerfikiria the factukweli
that there's a terriblembaya stigmaunyanyapaa,
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Ni mbaya zaidi ukizingatia ukweli kwamba
kuna unyanyapaa wa kutisha,
08:13
and you desperatelykwa makusudi don't want people
to find that you have the diseaseugonjwa.
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na kwa namna yoyote hutaki watu
watambue kwamba una ugonjwa.
08:16
Some of the toughestngumu storieshadithi we hearkusikia
are actuallykwa kweli from womenwanawake
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Baadhi ya simulizi tunazosikia huwa
zinasimuliwa na wanawake
08:19
who, in these placesmaeneo where
domesticndani violencevurugu can be kindaina of commonkawaida,
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ambao, katika sehemu hizi ambapo ukatil
wa kijinsia ni suala la kawaida,
08:23
they tell us that they have to
hidekujificha it from theirwao husbandswaume
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wanatuambia kwamba wanahitajika
kuficha kwa waume zao
08:26
that they're comingkuja to the clinickliniki.
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kwamba wanakwenda kliniki.
08:29
So it's no surprisemshangao
that people don't completekamili treatmentmatibabu.
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Hivyo siyo jambo la kushangaza
kua watu hawamalizi tiba.
08:33
Can our approachmbinu really help them?
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Mikakati yetu inaweza kuwasaidia kweli?
08:36
Can we really get them to stickfimbo it out?
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Tutawasaidia kweli kupona?
08:40
Yeah.
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Ndiyo.
08:42
EveryKila day, we textmaandishi patientswagonjwa
to remindkukumbusha them to take theirwao medicationdawa,
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Kila siku, tunawatumia wagonjwa ujumbe
wa simu kuwakumbusha kunywa dawa,
08:46
but if we stoppedkusimamishwa there,
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lakini kama tungekwama pale,
08:47
there'dkuna d be lots of excusesudhuru.
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kungekuwa na visingizio vingi.
08:49
"Well, I didn't see the textmaandishi."
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"Basi, sikuona ujumbe."
08:51
Or, "You know, I saw the textmaandishi,
but then I totallykabisa forgotalisahau,
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Au, "Unajua, niliona ujumbe,
ila nikasahau kabisa
08:54
put the phonesimu down
and I just forgotalisahau about it."
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niliweka simu chini na nikasahau."
08:56
Or, "I lentKwaresima the phonesimu out to my mommama."
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Au, "Nilimuazima mama yangu simu."
08:59
We have to eliminatekuondoa these excusesudhuru
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Tunatakiwa kuondokana na hivi visingizio
09:01
and we do that by askingkuuliza patientswagonjwa
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na tunafanya hivyo kwa kuwauliza wagonjwa
09:03
to logweka in and verifykuthibitisha
that they'vewameweza takenkuchukuliwa theirwao medicationdawa.
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kujiandikisha na kuthibitisha kwamba
wamekunywa dawa.
09:07
If they don't logweka in, we textmaandishi them again.
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Kama wasipojisajili, tunawatumia
ujumbe tena.
09:09
If they don't logweka in,
we textmaandishi them yetbado again.
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Kama hawajisajili, tunawatumia
ujumbe tena.
09:12
If, after threetatu timesnyakati,
they still haven'thawana verifiedkuthibitishwa,
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Kama, baada ya mara tatu
bado hawajathibitisha,
09:16
we notifyArifu a teamtimu of supporterswafuasi
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tunawajulisha timu ya wahisani
09:17
and that teamtimu will call and textmaandishi them
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na timu hiyo itawapigia na kuwatumia
ujumbe
09:20
to try to get them back on the wagongari.
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ili waweze kunywa dawa.
09:22
No excusesudhuru.
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Hamna visingizio.
09:25
Our approachmbinu, whichambayo, admittedlyhalali,
useshutumia all sortsaina of behavioralkitabia techniquesmbinu,
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Mkakati wetu, ambao, kwa kukubali,
unatumia njia zote za kuelewa tabia,
09:29
includingikiwa ni pamoja na, as you've
probablylabda noticedniliona, observabilityobservability,
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ukijumuisha, kama ambavyo
umegundua, uangalizi,
09:32
it was very effectiveufanisi.
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ulikuwa na ufanisi sana.
09:34
PatientsWagonjwa withoutbila accessupatikanaji to our platformjukwaa
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Wagonjwa wasiopata huduma yetu
09:37
were threetatu timesnyakati more likelyuwezekano
not to completekamili treatmentmatibabu.
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walikuwa na nafasi mara tatu
zaidi kutomaliza tiba yao.
09:43
AlrightAlright,
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Sawa,
09:44
you've increasedimeongezeka observabilityobservability,
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umeongeza uangalizi.
09:46
you've eliminatedkuondolewa excusesudhuru,
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umeondoa visingizio,
09:48
but there's still a thirdtatu thing
you need to be awarekufahamu of.
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lakini kuna jambo la tatu ambalo
unatakiwa litambua.
09:52
If you've been to WashingtonWashington, DCMM
or JapanJapani or LondonLondon,
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Kama umewahi fika Washington, DC
au Japan au London,
09:56
you know that metroMetro riderswanunuzi there
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unajua kua waendesha treni kule
09:57
will be very carefulmakini to standsimama
on the right-handmkono wa kulia sideupande of the escalatoreskaleta
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huwa waangalifu kusimama kwenye
upande wa kulia wa kiinuzi
10:01
so that people can go by on the left.
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ili watu waweze kupita upande wa kushoto
10:04
But unfortunatelykwa bahati mbaya,
not everywherekila mahali is that the normkawaida,
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Lakini bahati mbaya,
si kote kuna huo utaratibu,
10:06
and there's plentymengi of placesmaeneo
where you can just standsimama on bothwote wawili sidespande
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na kuna sehemu nyingi
ambapo unaweza kusimama pande zote
na kuzuia kiinuzi.
10:09
and blockkuzuia the escalatoreskaleta.
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10:11
ObviouslyNi wazi, it's better for otherswengine
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Hakika, ni bora kwa wengine
10:12
when we standsimama on the right
and let them go by,
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tunaposimama upande wa kulia
na kuwaacha wapite,
10:15
but we're only expectedinatarajiwa
to do that some placesmaeneo.
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lakini tunategemewa kufanya
hivyo baadhi ya sehemu.
10:18
This is a generaljumla phenomenonuzushi.
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Hii ni suala la jumla.
10:20
SometimesWakati mwingine we're expectedinatarajiwa to do good
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Wakati mwingine tunagemewa kufanya mema
10:22
and sometimesmara nyingine not,
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na wakati mwingine si hivyo,
10:24
and it meansina maana that people
are really sensitivenyeti to cuesishara
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na inamaanisha kua watu wanachukulia
uzito sana suala la foleni
10:27
that they're expectedinatarajiwa to do good
in a particularhasa situationhali,
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na wanategemewa kufanya mema
katika suala kama hilo,
10:31
whichambayo bringshuleta us to the thirdtatu
and finalmwisho itemkipengee on our checklistOrodha ya:
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ambapo inatupeleka katika jambo la tatu
na la mwisho katika listi yetu:
10:35
to communicatekuwasiliana expectationsmatarajio,
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kufanya mawasiliano ya mategemeo,
10:37
to tell people,
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kuwaambia watu,
10:38
"Do the good deedtendo right now."
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"Fanya jambo jema sasa hivi."
10:42
Here'sHapa ni a simplerahisi way
to communicatekuwasiliana expectationsmatarajio;
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Hii ni njia rahisi ya
kuwasilisha mategemeo;
10:44
simplytu tell them, "Hey, everybodykila mtu elsemwingine
is doing the good deedtendo."
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kwa urahisi waambie, "Jamani, kila mtu
anafanya matendo mema."
10:48
The companykampuni OpowerOPOWER
sendshutuma people in theirwao electricityumeme billmuswada
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Kampuni ya Opower hutumia watu
katika ankara zao za umeme
10:52
a smallndogo insertIngiza that comparesLinganisha
theirwao energynishati consumptionmatumizi
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maelezo madogo ambayo hulinganisha
matumizi yao ya nishati
10:55
with that of people
with similarlysawa sizedukubwa homesnyumba.
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na wale walio na nyumba ambazo
zinafanana ukubwa na wao.
10:59
And when people find out that theirwao
neighborsmajirani are usingkutumia lesschini electricityumeme,
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Na pale watu wanapogundua kwamba
majirani zao wanatumia umeme kidogo,
11:02
they startkuanza to consumekula lesschini.
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wanaanza kutumia umeme kidogo pia.
11:04
That samesawa approachmbinu, it's been used
to get people to votekupiga kura or give to charityupendo
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Mkakati huo, umetumika kuwafanya watu
kupiga kura au kutoa misaada
11:08
or even reusetumia tena theirwao towelstaulo in hotelshoteli.
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au kutumia tena mataulo katika hoteli.
11:12
What about this one?
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Vipi kuhusu hili?
11:14
Here'sHapa ni anothermwingine way
to communicatekuwasiliana expectationsmatarajio;
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Hii ni namna nyingine ya
kuwasilisha mategemeo;
11:16
simplytu do it by sayingkusema, "Do the good deedtendo"
just at the right time.
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kwa urahisi fanya kwa kusema,
"Tenda yaliyo mema" kwa mda unaofaa.
11:23
What about this one?
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Vipi kuhusu hii?
11:26
This tickerTicker reframesreframes
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Hii inatengeneza picha
11:28
the kindaina of mundaneya kawaida taskkazi
of turningkugeuka off the lightstaa
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ya namna ya kidunia ya kuzima taa
11:31
and turnsinageuka it insteadbadala yake
into an environmentalmazingira contributionmchango.
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na kuwasha katika mchango wa kimazingira.
11:36
The bottomchini linemstari is,
lots of differenttofauti waysnjia to do this,
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Hitimisho ni kwamba,
njia nyingi za kufanya hili,
11:39
lots of waysnjia to communicatekuwasiliana expectationsmatarajio.
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namna nyingi za kuwasilisha mategemeo.
11:41
Just don't forgetkusahau to do it.
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Usisahau kufanya.
11:43
And that's it.
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Hivyo tu.
11:44
That's our checklistOrodha ya.
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Hiyo ndiyo listi yetu.
11:48
ManyWengi of you are workingkufanya kazi on problemsmatatizo
with importantmuhimu socialkijamii consequencesmatokeo,
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Wengi wenu mnashughulikia matatizo
muhimu yaliyo na madhara kwa jamii,
11:52
and sometimesmara nyingine you mightnguvu need
to motivatekuhamasisha people to do more good.
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na muda mwingine mnaweza hitaji
kuwahamasisha watu kutenda mema.
11:57
The toolszana you learnedkujifunza todayleo
can help you with this.
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Somo la leo linaweza kukusaidia kwa hilo.
12:00
And these toolszana, they don't requireinahitaji
that you raisekuinua additionalziada fundsfedha
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Na somo hili, haliihitaji kufanya
harambee ya kuongeza fungu
12:03
or that you developkuendeleza
any more fancydhana technologiesteknolojia.
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au kuunda teknolojia iliyo na nakshi.
12:06
They just requireinahitaji harnessingkupata na kutumia reputationsreputations
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Inahitaji kuweza kupata sifa
12:09
by increasingkuongezeka observabilityobservability,
eliminatingkuondoa excusesudhuru
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kwa kuongeza uangalizi, kuondoa visingizio
12:12
and communicatingkuwasiliana expectationsmatarajio.
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na kuwasilisha mategemeo.
12:16
Thank you.
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Asante.
12:17
(ApplauseMakofi)
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(Makofi)
Translated by Nelson Simfukwe
Reviewed by Doris Mangalu

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ABOUT THE SPEAKER
Erez Yoeli - Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it.

Why you should listen

Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.

Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post. 

Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.

More profile about the speaker
Erez Yoeli | Speaker | TED.com