TEDWomen 2015
Nancy Lublin: How data from a crisis text line is saving lives
Nancy Lublin: Srceparajuća poruka koja je nadahnula liniju za pomoć u krizi
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Kada je mlada žena poslala poruku na DoSomething.org sa srceparajućim pozivom u pomoć, organizacija je odgovorila osnivanjem Linije za pomoć u krizi diljem države u pomoć ljudima koji boluju. Skoro 10 milijuna poruka poslije, organizacija koristeći privatnost i moć tekstualnih poruka pomaže ljudima sa problemima ovisnosti, misli o samoubojstvu, poremećaja u prehrani, seksualnog zlostavljanja i više. Prikupljeni podaci pomažu preoblikovati politiku i pripremu škola i služba za provedbu zakona u boljem ophođenju tijekom kriza.
Nancy Lublin - Activist
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
Double-click the English transcript below to play the video.
00:12
A girl I've never met before
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Djevojka koju nikad nisam srela
00:15
changed my life and the life
of thousands of other people.
of thousands of other people.
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je promijenila život meni i tisućama
drugih ljudi.
drugih ljudi.
00:19
I'm the CEO of DoSomething.org.
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Ja sam predsjednik DoSomething.org.
00:22
It's one of the largest organizations
in the world for young people.
in the world for young people.
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Ovo je jedna od najvećih organizacija za
mlade ljude na svijetu.
mlade ljude na svijetu.
00:27
In fact it's bigger than the Boy Scouts
in the United States.
in the United States.
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Zapravo, veća je od Boy Scoutsa
u SAD-u.
u SAD-u.
00:29
And we're not homophobic.
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I nismo homofobni.
00:31
(Laughter)
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(Smijeh)
00:34
And it's true -- the way we communicate
with young people is by text,
with young people is by text,
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Istina je -- naš način komunikacije sa
mladim ljudima je preko poruka,
mladim ljudima je preko poruka,
00:37
because that's how
young people communicate.
young people communicate.
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zato što mladi ljudi komuniciraju
na taj način.
na taj način.
00:40
So we'll run over 200 campaigns this year,
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Pokrenut ćemo preko 200 kampanja
ove godine,
ove godine,
00:44
things like collecting peanut butter
for food pantries,
for food pantries,
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stvari kao što su skupljanje kikiriki
maslaca za ostave,
maslaca za ostave,
00:47
or making Valentine's Day cards
for senior citizens who are homebound.
for senior citizens who are homebound.
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ili pravljenje čestitki za Valentinovo
za starije građane koji su nepokretni.
za starije građane koji su nepokretni.
00:53
And we'll text them.
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I poslat ćemo im poruke.
00:54
And we'll have a 97 percent open rate.
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Imamo 97 postotnu stopu otvorenosti.
00:57
It'll over-index Hispanic and urban.
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Nadmašit će latino i urbane ljude.
01:00
We collected 200,000 jars of peanut butter
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Skupili smo 200 000 staklenki kikiriki maslaca
01:04
and over 365,000 Valentine's Day cards.
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i preko 365 000 čestitki za Valentinovo.
01:08
This is big scale. OK --
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To je velik razmjer, OK --
01:10
(Applause)
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(Pljesak)
01:13
But there's one weird side effect.
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No, postoji jedna čudna nuspojava.
01:15
Every time we send out a text message,
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Svaki put kad pošaljemo tekstualnu poruku,
01:18
we get back a few dozen text messages
having nothing to do with peanut butter
having nothing to do with peanut butter
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dobijemo natrag nekoliko poruka koje
nemaju veze sa kikiriki maslacem
nemaju veze sa kikiriki maslacem
01:23
or hunger or senior citizens --
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niti gladi niti starijim građanima --
01:26
but text messages about being bullied,
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nego poruke o zlostavljanju,
01:29
text messages about being addicted to pot.
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o ovisnosti o marihuani.
01:33
And the worst message
we ever got said exactly this:
we ever got said exactly this:
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A najgora poruka koju smo dobili
je išla doslovno ovako:
je išla doslovno ovako:
01:38
"He won't stop raping me.
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"Neće me prestati silovati.
01:40
It's my dad.
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Moj otac.
01:43
He told me not to tell anyone.
Are you there?"
Are you there?"
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Rekao mi je da nikome ne kažem.
Jeste li tamo?"
Jeste li tamo?"
01:50
We couldn't believe this was happening.
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Nismo mogli vjerovati da se ovo događa.
01:52
We couldn't believe that something
so horrific could happen to a human being,
so horrific could happen to a human being,
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Nismo mogli vjerovati da se nešto tako
grozno može dogoditi ljudskom biću,
grozno može dogoditi ljudskom biću,
01:55
and that she would share it with us --
something so intimate, so personal.
something so intimate, so personal.
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i da bi podjelila tako nešto s nama --
nešto tako intimno, tako osobno.
nešto tako intimno, tako osobno.
02:00
And we realized
we had to stop triaging this
we had to stop triaging this
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Shvatili smo da moramo prestati
s trijažom
s trijažom
02:02
and we had to build a crisis text line
for these people in pain.
for these people in pain.
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i moramo izgraditi kriznu SMS
liniju ljude koji pate.
liniju ljude koji pate.
02:07
So we launched Crisis Text Line,
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Tako da smo pokrenuli Kriznu SMS liniju,
02:11
very quietly, in Chicago and El Paso --
just a few thousand people in each market.
just a few thousand people in each market.
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vrlo tiho, u Chicagu i El Pasu -- samo
nekoliko tisuća ljudi na svakom tržištu.
nekoliko tisuća ljudi na svakom tržištu.
02:16
And in four months,
we were in all 295 area codes in America.
we were in all 295 area codes in America.
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U četiri mjeseca, proširili smo se na
svih 295 poštanskih brojeva u SAD-u.
svih 295 poštanskih brojeva u SAD-u.
02:21
Just to put that into perspective,
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Da bi shvatili ovaj razmjer,
02:22
that's zero marketing and faster growth
than when Facebook first launched.
than when Facebook first launched.
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bez marketinga smo imali veći porast
od Facebooka kad je prvi put lansiran.
od Facebooka kad je prvi put lansiran.
02:26
(Applause)
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(Pljesak)
02:31
Text is unbelievably private.
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SMS je nevjerojatno privatan.
02:33
No one hears you talking.
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Nitko te ne čuje dok govoriš.
02:35
So we spike everyday at lunch time --
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Vrh je svaki dan tijekom ručka --
02:37
kids are sitting at the lunch table
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djeca sjede za ručkom
02:39
and you think that she's texting
the cute boy across the hall,
the cute boy across the hall,
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i mislite da šalje poruku slatkom
dečku preko puta sale,
dečku preko puta sale,
02:42
but she's actually texting us
about her bulimia.
about her bulimia.
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no, zapravo, ona šalje nama poruku
vezanu uz bulimiju.
vezanu uz bulimiju.
02:45
And we don't get the word "like"
or "um" or hyperventilating or crying.
or "um" or hyperventilating or crying.
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I ne dobivamo riječi "kao" ili "um"
ili hiperventilaciju ili plakanje.
ili hiperventilaciju ili plakanje.
02:49
We just get facts.
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Dobijemo samo činjenice.
02:52
We get things like, "I want to die.
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Dobijemo stvari poput, "Želim umrijeti.
02:55
I have a bottle of pills
on the desk in front of me."
on the desk in front of me."
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Imam bočicu s tabletama na
stolu ispred mene."
stolu ispred mene."
02:59
And so the crisis counselor says,
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Tako da savjetnik u krizi odgovara,
03:01
"How about you put those pills
in the drawer while we text?"
in the drawer while we text?"
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"Kako bi bilo da spremiš tu bočicu
u ladicu dok se dopisujemo?"
u ladicu dok se dopisujemo?"
03:05
And they go back and forth for a while.
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I tako se dopisuju neko vrijeme.
03:08
And the crisis counselor
gets the girl to give her her address,
gets the girl to give her her address,
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Dok savjetnik ne nagovori
djevojku da joj da svoju adresu,
djevojku da joj da svoju adresu,
03:11
because if you're texting
a text line, you want help.
a text line, you want help.
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jer ako šaljete poruku ovoj liniji,
znači da želite pomoć.
znači da želite pomoć.
03:13
So she gets the address
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Dobije adresu
03:15
and the counselor triggers
an active rescue
an active rescue
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a savjetnik pokrene
aktivno spašavanje
aktivno spašavanje
03:17
while they're texting back and forth.
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dok se dopisuju.
03:20
And then it goes quiet --
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Onda sve utiša --
03:23
23 minutes with no response
from this girl.
from this girl.
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23 minute bez odgovora od
ove djevojke.
ove djevojke.
03:29
And the next message that comes in says --
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A sljedeća poruka koja stiže --
03:31
it's the mom --
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majka ovdje --
03:33
"I had no idea, and I was in the house,
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"Nisam imala pojma, a bila sam u kući,
03:36
we're in an ambulance
on our way to the hospital."
on our way to the hospital."
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sad smo u hitnoj na putu
prema bolnici."
prema bolnici."
03:40
As a mom that one just --
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Kao majci ova poruka je baš --
03:44
The next message comes a month later.
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Sljedeća poruka dođe nakon mjesec dana.
03:47
"I just got out of the hospital.
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"Upravo sam izašla iz bolnice.
03:49
I was diagnosed as bipolar,
and I think I'm going to be OK."
and I think I'm going to be OK."
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Dijagnosticirali su mi bipolarni poremećaj,
i mislim da ću biti u redu."
i mislim da ću biti u redu."
03:53
(Applause)
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(Pljesak)
03:56
I would love to tell you
that that's an unusual exchange,
that that's an unusual exchange,
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Htjela bih vam reći da je ovo
neobično dopisivanje,
neobično dopisivanje,
04:00
but we're doing on average
2.41 active rescues a day.
2.41 active rescues a day.
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ali u prosjeku odradimo 2.41
aktivna spašavanja po danu.
aktivna spašavanja po danu.
04:05
Thirty percent of our text messages
are about suicide and depression -- huge.
are about suicide and depression -- huge.
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Trideset posto vaših poruka je
o samoubojstvu i depresiji -- ogromno.
o samoubojstvu i depresiji -- ogromno.
04:10
The beautiful thing about Crisis Text Line
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Predivna stvar kod Krizne SMS linije
04:12
is that these are strangers
counseling other strangers
counseling other strangers
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je da stranci savjetuju druge strance
04:16
on the most intimate issues,
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o najintimnijim problemima,
04:19
and getting them from hot moments
to cold moments.
to cold moments.
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i vode ih od stresnih trenutaka
prema mirnim trenucima.
prema mirnim trenucima.
04:21
It's exciting, and I will tell you
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Uzbudljivo je, i mogu vam reći
04:23
that we have done a total
of more than 6.5 million text messages
of more than 6.5 million text messages
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da smo odradili ukupno više od
6.5 milijuna SMS poruka
6.5 milijuna SMS poruka
04:28
in less than two years.
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u manje od dvije godine.
04:29
(Applause)
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(Pljesak)
04:34
But the thing that really gets me
hot and sweaty about this,
hot and sweaty about this,
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No, stvar koja me najviše uzbuđuje
u vezi ovoga,
u vezi ovoga,
04:37
the thing that really gets me
psyched is the data:
psyched is the data:
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stvar koja me najviše ushiti su podaci:
04:40
6.5 million messages --
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6.5 milijuna poruka --
04:43
that's the volume, velocity and variety
to provide a really juicy corpus.
to provide a really juicy corpus.
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to je obujam, brzina i različitost
koja pruža stvarno sočan korpus.
koja pruža stvarno sočan korpus.
04:49
We can do things like predictive work.
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Možemo raditi na predviđanju.
04:50
We can do all kinds of conclusions
and learnings from that data set.
and learnings from that data set.
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Možemo doći do svakakvih zaključaka
i spoznaja iz ovih podataka.
i spoznaja iz ovih podataka.
04:55
So we can be better,
and the world can be better.
and the world can be better.
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I možemo biti bolji i
svijet može biti bolji.
svijet može biti bolji.
04:58
So how do we use the data
to make us better?
to make us better?
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Pa, kako možemo iskoristiti podatke
da se poboljšamo?
da se poboljšamo?
05:01
Alright, chances are someone here,
someone watching this
someone watching this
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Dobro, šanse da je netko ovdje,
netko tko ovo gleda
netko tko ovo gleda
05:04
has seen a therapist or a shrink
at some point in time in your life --
at some point in time in your life --
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posjetio terapeuta ili psihijatra
u nekom trenutku vašeg života --
u nekom trenutku vašeg života --
05:08
you do not have to raise your hand.
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ne morate dići ruku.
05:09
(Laughter)
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(Smijeh)
05:11
How do you know that person's any good?
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Kako znate da je ta osoba dobar stručnjak?
05:13
Oh, they have a degree
from Harvard on the wall?
from Harvard on the wall?
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Oh, ima diplomu sa Harvarda na zidu?
05:15
Are you sure he didn't graduate
in the bottom 10 percent?
in the bottom 10 percent?
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Jeste li sigurni da nije diplomirala među
najlošijih 10 posto?
najlošijih 10 posto?
05:18
(Laughter)
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(Smijeh)
05:20
When my husband and I
saw a marriage counselor,
saw a marriage counselor,
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Kada smo moj muž i ja otišli
vidjeti bračnog savjetnika,
vidjeti bračnog savjetnika,
05:22
I thought she was a genius when she said,
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mislila sam da je genijalna kad je rekla,
05:24
"I'll see you guys in two weeks --
but I need to see you next week, sir."
but I need to see you next week, sir."
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"Vidimo se za dva tjedna -- no, vas
gospodine, želim vidjeti sljedeći tjedan."
gospodine, želim vidjeti sljedeći tjedan."
05:27
(Laughter)
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(Smijeh)
05:30
We have the data to know
what makes a great counselor.
what makes a great counselor.
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Imamo podatke koje pokazuju
što čini odličnog savjetnika.
što čini odličnog savjetnika.
05:33
We know that if you text
the words "numbs" and "sleeve,"
the words "numbs" and "sleeve,"
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Znamo da ako pošaljete riječi
kao "trnuti" i "rukav,"
kao "trnuti" i "rukav,"
05:38
there's a 99 percent match for cutting.
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99 postotna šansa je da se radi o rezanju.
05:41
We know that if you text
in the words "mg" and "rubber band,"
in the words "mg" and "rubber band,"
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Znamo da ako pošaljete
riječi kao "mg" ili "gumena traka,"
riječi kao "mg" ili "gumena traka,"
05:46
there's a 99 percent match
for substance abuse.
for substance abuse.
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99 postotna je šansa da se radi o
uzimanju droga.
uzimanju droga.
05:50
And we know that if you text in
"sex," "oral" and "Mormon,"
"sex," "oral" and "Mormon,"
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I znamo da ako pošaljete
"sex", "oral" i "Mormon,"
"sex", "oral" i "Mormon,"
05:56
you're questioning if you're gay.
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pitate se jeste li gay.
05:59
Now that's interesting information
that a counselor could figure out
that a counselor could figure out
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To su zanimljive informacije koje
savjetnik može otkriti
savjetnik može otkriti
06:02
but that algorithm in our hands
means that an automatic pop-up says,
means that an automatic pop-up says,
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no algoritmi u našim rukama znače da
se automatski pojavi pop-up koji kaže,
se automatski pojavi pop-up koji kaže,
06:06
"99 percent match for cutting --
try asking one of these questions"
try asking one of these questions"
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"99 postotno poklapanje za rezanje --
probajte neke od sljedećih pitanja"
probajte neke od sljedećih pitanja"
06:11
to prompt the counselor.
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da potakne savjetnika.
06:12
Or "99 percent match for substance abuse,
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Ili "99 postotno poklapanje za uzimanje
droga,
droga,
06:15
here are three drug clinics
near the texter."
near the texter."
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ovo su tri najbliže klinike blizu
pošaljitelja."
pošaljitelja."
06:19
It makes us more accurate.
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To nas čini točnijima.
06:22
On the day that Robin Williams
committed suicide,
committed suicide,
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Na dan kad je Robin Williams
počinio samoubojstvo,
počinio samoubojstvo,
06:25
people flooded hotlines
all over this country.
all over this country.
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ljudi su preplavili liniju u
cijeloj državi.
cijeloj državi.
06:27
It was sad to see an icon,
a funnyman, commit suicide,
a funnyman, commit suicide,
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Bilo je tužno vidjeti tu ikonu,
komičara da je počinio samoubojstvo,
komičara da je počinio samoubojstvo,
06:31
and there were three hour wait times
on every phone hotline in the country.
on every phone hotline in the country.
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bio je zastoj od tri sata na svakoj
telefonskoj liniji diljem države.
telefonskoj liniji diljem države.
06:35
We had a spike in volume also.
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I obujam je bio najveći dotad.
06:37
The difference was
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Razlika je bila
06:38
if you text us, "I want to die,"
or "I want to kill myself,"
or "I want to kill myself,"
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što ako ste nam poslali, "Želim umrijeti,"
ili "Želim se ubiti,"
ili "Želim se ubiti,"
06:42
the algorithm reads that,
you're code orange,
you're code orange,
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algoritam to pročita kao
narančastu uzbunu,
narančastu uzbunu,
06:46
and you become number one in the queue.
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i dolazite prvi na red.
06:48
So we can handle severity,
not chronological.
not chronological.
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Tako da možemo poredati po ozbiljnosti,
a ne kronologiji.
a ne kronologiji.
06:51
(Applause)
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(Pljesak)
06:56
This data is also making the world better
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Ovi podaci, također, poboljšavaju svijet
06:59
because I'm sitting on the world's
first map of real-time crises.
first map of real-time crises.
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jer stojimo na prvoj svjetskoj mapi
stvarnih kriza.
stvarnih kriza.
07:04
Think about it:
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Razmislite o tome:
07:05
those 6.5 million messages, auto-tagging
through natural language processes,
through natural language processes,
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ovih 6.5 milijuna poruka, automatski
označavaju koristeći prirodne jezične procese,
označavaju koristeći prirodne jezične procese,
07:10
all of these data points --
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sve ove točke podataka --
07:11
I can tell you that the worst day
of the week for eating disorders: Monday.
of the week for eating disorders: Monday.
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Mogu vam reći da je najgori dan
za poremećaje u prehrani - ponedjeljak.
za poremećaje u prehrani - ponedjeljak.
07:17
The worst time of day
for substance abuse: 5am.
for substance abuse: 5am.
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Najgori vrijeme za uzimanje droga -
5 sati ujutro.
5 sati ujutro.
07:22
And that Montana is
a beautiful place to visit
a beautiful place to visit
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I da je Montana prelijepo mjesto za
posjetiti
posjetiti
07:25
but you do not want to live there,
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ali ne želite tamo živjeti,
07:27
because it is the number one state
for suicidal ideation.
for suicidal ideation.
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jer je to država s najviše
samoubilačkih misli.
samoubilačkih misli.
07:31
And we've made this data public
and free and open.
and free and open.
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I objavili smo ove podatke
javno i otvoreno.
javno i otvoreno.
07:35
We've pulled all the personally
identifiable information.
identifiable information.
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Povukli smo sve osobne
informacije.
informacije.
07:38
And it's in a place
called CrisisTrends.org.
called CrisisTrends.org.
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I stavili an mjesto koje se zove
CrisisTrends.org
CrisisTrends.org
07:42
Because I want schools to be able to see
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Želim da škole mogu vidjeti
07:47
that Monday is the worst day
for eating disorders,
for eating disorders,
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da je ponedjeljak najgori dan
za poremećaje prehrane,
za poremećaje prehrane,
07:49
so that they can plan meals
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tako da isplaniraju obroke
07:51
and guidance counselors
to be there on Mondays.
to be there on Mondays.
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i savjetnike da budu tamo u ponedjeljak.
07:54
And I want families to see that
substance abuse questions spike at 5am.
substance abuse questions spike at 5am.
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Želim da obitelji znaju da pitanja o
uzimanju droga dolaze do vrhunca u 5 ujutro.
uzimanju droga dolaze do vrhunca u 5 ujutro.
07:59
I want somebody to take care of those
Native American reservations in Montana.
Native American reservations in Montana.
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Želim da se netko pobrine za
rezervate Indijanaca u Montani.
rezervate Indijanaca u Montani.
08:03
(Applause)
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(Pljesak)
08:06
Data, evidence
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Podaci, dokazi
08:08
makes policy, research,
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čine politiku, istraživanje,
08:11
journalism, policing, school boards --
everything better.
everything better.
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novinarstvo, policiju, školske odbore --
sve boljima.
sve boljima.
08:15
I don't think of myself
as a mental health activist.
as a mental health activist.
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Ne smatram sebe aktivistom
mentalnog zdravlja.
mentalnog zdravlja.
08:18
I think of myself
as a national health activist.
as a national health activist.
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Smatram se aktivistom
nacionalnog zdravlja.
nacionalnog zdravlja.
08:22
I get really excited about this data,
I'm a little nerdy.
I'm a little nerdy.
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Uzbudim se zbog ovih podataka,
malo sam štreber.
malo sam štreber.
08:26
Yeah, that sounded too girly.
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Da, ovo je zvučalo previše djevojački.
08:28
I'm nerdy.
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Ja sam štreber.
08:29
(Laughter)
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(Smijeh)
08:31
I love data.
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Volim podatke.
08:34
And the only difference really between me
and those people in hoodies down the road
and those people in hoodies down the road
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I jedina razlika između mene i onih
ljudi u kapuljačama niz cestu
ljudi u kapuljačama niz cestu
08:39
with their fat-funded companies,
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sa svojim bogatim kompanijama,
08:41
is that I'm not inspired by helping you
find Chinese food at 2am in Dallas,
find Chinese food at 2am in Dallas,
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je da ja nemam inspiraciju pomoći vam
pronaći kinesku hranu u 2 ujutro u Dallasu,
pronaći kinesku hranu u 2 ujutro u Dallasu,
08:47
or helping you touch your wrist
and get a car immediately,
and get a car immediately,
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ili da dodirom svog zapešća
dođete odmah do automobila,
dođete odmah do automobila,
08:51
or swipe right and get laid.
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ili da pokretom udesno povalite nekog.
08:53
I'm inspired --
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Inspirirana sam --
08:55
(Laughter, applause)
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(Smijeh, pljesak)
09:00
I want to use tech and data
to make the world a better place.
to make the world a better place.
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Želim iskoristiti tehnologiju i podatke
da poboljšam ovaj svijet.
da poboljšam ovaj svijet.
09:05
I want to use it to help that girl,
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Želim ih iskoristiti da pomognem
toj djevojci,
toj djevojci,
09:07
who texted in about
being raped by her father.
being raped by her father.
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koja je poslala poruku da
ju otac siluje.
ju otac siluje.
09:09
Because the truth is
we never heard from her again.
we never heard from her again.
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Jer istina je da se nikad više
nije javila.
nije javila.
09:12
And I hope that she is
somewhere safe and healthy,
somewhere safe and healthy,
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Nadam se da je negdje na sigurnom
i da je zdrava,
i da je zdrava,
09:17
and I hope that she sees this talk
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i nadam se da je vidjela ovaj govor
09:19
and she knows that her desperation
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i da zna da je njen očaj
09:21
and her courage inspired
the creation of Crisis Text Line
the creation of Crisis Text Line
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i njezina hrabrost potaknula
stvaranje Krizne SMS linije
stvaranje Krizne SMS linije
09:25
and inspires me every freaking day.
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i inspirira me svakog božjeg dana.
09:28
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Nancy Lublin - ActivistAs the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives.
Why you should listen
Nancy Lublin is Founder and CEO of Crisis Text Line, the nations first free, 24/7 text line for people in crisis. To date, almost 10 million text messages have come through the text line.
Nancy recently left her post as CEO of DoSomething.org, one of the largest global organizations for young people and social change. Previously, she founded Dress for Success, the organization that helps women transition from welfare to work.
Nancy Lublin | Speaker | TED.com