TED Residency
Jeff Kirschner: This app makes it fun to pick up litter
杰夫·克尔施纳: 这款软件让捡垃圾变得有趣
Filmed:
Readability: 4.2
1,385,758 views
地球是一个需要保持清洁的广袤区域。通过”垃圾站“ —— 一个让用户来发现，收集，和地理标记世界各地垃圾的软件 —— TED 驻户杰夫·克尔施纳创建了一个发动广大群众来清理地球垃圾的社区。 在追踪了 100 多个国家的垃圾后，克尔施纳希望可以用这些数据与品牌厂商和相关组织协作，一起来阻止垃圾的落地。
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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故事是从他们两个开始的 ——
我的孩子们。
00:16
my kids.
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我们在奥克兰森林里徒步的时候，
00:17
We were hiking in the Oakland woods
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我女儿发现一个塑料的
猫砂盆在小溪里飘着。
猫砂盆在小溪里飘着。
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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她抬头看着我说：
00:23
She looked at me and said,
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“爹地？
00:25
"Daddy?
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那个不应该扔在那儿。”
00:27
That doesn't go there."
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她说的这句话
让我想起一次夏令营。
让我想起一次夏令营。
00:29
When she said that,
it reminded me of summer camp.
it reminded me of summer camp.
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在家长来探访的那天，
00:31
On the morning of visiting day,
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就在孩子们让激动不安的
家长们拥挤穿过大门之前，
家长们拥挤穿过大门之前，
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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夏令营的指挥者说，
00:37
our camp director would say,
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“快！每个人捡起5件垃圾。”
00:38
"Quick! Everyone pick up
five pieces of litter."
five pieces of litter."
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你让几百个小孩
每个人捡起 5 件垃圾，
每个人捡起 5 件垃圾，
00:40
You get a couple hundred kids
each picking up five pieces,
each picking up five pieces,
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00:43
and pretty soon, you've got
a much cleaner camp.
a much cleaner camp.
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很快的，你就有了
一个干净很多的营地。
一个干净很多的营地。
所以我想，
00:46
So I thought,
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00:47
why not apply that crowdsourced
cleanup model to the entire planet?
cleanup model to the entire planet?
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为什么不把这个清洁的方法
用在整个地球上呢？
用在整个地球上呢？
这就是"垃圾站“的灵感来源。
00:52
And that was the inspiration
for Litterati.
for Litterati.
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目的是创造一个没有垃圾的世界。
00:55
The vision is to create
a litter-free world.
a litter-free world.
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让我带你们看看它是怎么诞生的。
00:58
Let me show you how it started.
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我用 instagram (图片社交软件）
传了一张废弃烟蒂的照片。
传了一张废弃烟蒂的照片。
01:00
I took a picture of a cigarette
using Instagram.
using Instagram.
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接着又拍了另一片垃圾...
01:04
Then I took another photo ...
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又拍了一张...
01:06
and another photo ...
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还有另一张...
01:07
and another photo.
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然后我意识到两件事：
01:08
And I noticed two things:
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第一，垃圾变得
更有艺术感，触手可及；
更有艺术感，触手可及；
01:10
one, litter became artistic
and approachable;
and approachable;
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第二，
01:14
and two,
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几天后，我的手机拍了
50 张垃圾的照片，
50 张垃圾的照片，
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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我捡起了每一片垃圾，
01:17
and I had picked up each piece,
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然后发现我有了一个记录，
01:19
and I realized that I was keeping a record
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记录了我给这个地球
带来的正面影响。
带来的正面影响。
01:21
of the positive impact
I was having on the planet.
I was having on the planet.
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你们会少看到 50 件垃圾，
01:25
That's 50 less things that you might see,
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或者少踩到，
01:27
or you might step on,
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或者少被鸟类吃到。
01:28
or some bird might eat.
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于是我开始告诉大家我在做什么，
01:30
So I started telling people
what I was doing,
what I was doing,
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然后他们也开始参与进来。
01:33
and they started participating.
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有一天，
01:36
One day,
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这张来自中国的照片出现了。
01:38
this photo showed up from China.
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那一刻我意识到，
01:42
And that's when I realized
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”垃圾站“远远不止好看的照片；
01:43
that Litterati was more
than just pretty pictures;
than just pretty pictures;
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我们正在变成
一个收集数据的团体。
一个收集数据的团体。
01:46
we were becoming a community
that was collecting data.
that was collecting data.
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01:50
Each photo tells a story.
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每一张照片都是一个故事。
它告诉我们谁捡起来了什么，
01:53
It tells us who picked up what,
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一个地理标签告诉我们地点，
01:55
a geotag tells us where
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一个时间戳告诉我们时间。
01:57
and a time stamp tells us when.
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所以我建了一个谷歌地图，
02:00
So I built a Google map,
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开始把垃圾被捡起的
地点标在上面。
地点标在上面。
02:02
and started plotting the points
where pieces were being picked up.
where pieces were being picked up.
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在这个过程中，我们的团体在壮大，
02:06
And through that process,
the community grew
the community grew
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收集到的信息也越来越丰富。
02:10
and the data grew.
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我的两个孩子就在
那个中间的空地上学。
那个中间的空地上学。
02:12
My two kids go to school
right in that bullseye.
right in that bullseye.
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02:17
Litter:
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垃圾：
它正在融入我们生活的背景中。
02:18
it's blending into
the background of our lives.
the background of our lives.
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可是如果我们把它放在前面呢？
02:21
But what if we brought it
to the forefront?
to the forefront?
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02:23
What if we understood exactly
what was on our streets,
what was on our streets,
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如果我们能准确明白我们的街道上，
人行道边，
02:26
our sidewalks
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学校的院子里，究竟有什么，
02:27
and our school yards?
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02:29
How might we use that data
to make a difference?
to make a difference?
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我们能用那些信息
做出一些改变么？
做出一些改变么？
让我来带你看一看。
02:33
Well, let me show you.
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第一步是城市。
02:34
The first is with cities.
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旧金山的市政想了解
烟头在垃圾中的比例。
烟头在垃圾中的比例。
02:36
San Francisco wanted to understand
what percentage of litter was cigarettes.
what percentage of litter was cigarettes.
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为什么呢？
02:41
Why?
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再添加一项税款。
02:42
To create a tax.
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所以他们派出一些人在街上，
02:44
So they put a couple of people
in the streets
in the streets
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拿着铅笔和写字板，
02:46
with pencils and clipboards,
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到处走动，搜集信息。
02:47
who walked around collecting information
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根据结果制定了买烟
需要交20美分的税。
需要交20美分的税。
02:49
which led to a 20-cent tax
on all cigarette sales.
on all cigarette sales.
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02:53
And then they got sued
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然后他们被 “大烟”（卖烟公司）
起诉了，
02:55
by big tobacco,
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那个公司说铅笔和
写字板收集的信息
写字板收集的信息
02:57
who claimed that collecting information
with pencils and clipboards
with pencils and clipboards
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一点也不精确和可靠。
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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旧金山市政打电话给我
寻求技术支持。
寻求技术支持。
03:07
I'm not sure they realized
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我不确定他们有没有意识到
我们的技术就是我的
Instagram 账号。
Instagram 账号。
03:08
that our technology
was my Instagram account --
was my Instagram account --
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03:10
(Laughter)
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（笑声）
但我说：“好的，没问题。”
03:11
But I said, "Yes, we can."
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03:13
(Laughter)
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（笑声）
"我们可以告诉你
那是在政府或者商场。
那是在政府或者商场。
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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而且，所有的照片都会有
地址和时间的记录，
地址和时间的记录，
03:18
Plus, every photograph
is geotagged and time-stamped,
is geotagged and time-stamped,
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给你证据。“
03:21
providing you with proof."
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4 天之后，有5000 张照片
03:23
Four days and 5,000 pieces later,
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作为我们的数据在法庭上被用来
辩护，还把税额加倍了，
辩护，还把税额加倍了，
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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让旧金山每年多了
四百万的可持续性收入
四百万的可持续性收入
03:32
generating an annual recurring revenue
of four million dollars
of four million dollars
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来清理该市的垃圾。
03:36
for San Francisco to clean itself up.
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在那个过程中我学到了两件事：
03:40
Now, during that process
I learned two things:
I learned two things:
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第一，Instagram
不是正确的工具——
不是正确的工具——
03:42
one, Instagram is not the right tool --
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（笑声）
03:44
(Laughter)
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所以我们建了一个
应用程序（APP）。
应用程序（APP）。
03:45
so we built an app.
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03:47
And two, if you think about it,
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第二， 想想看，
世界上每个城市都有
自己独特的垃圾痕迹，
自己独特的垃圾痕迹，
03:49
every city in the world
has a unique litter fingerprint,
has a unique litter fingerprint,
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这个痕迹提供了问题的根源
03:52
and that fingerprint provides
both the source of the problem
both the source of the problem
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和解决的途径。
03:56
and the path to the solution.
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如果你可以通过
了解烟头所占的百分比
了解烟头所占的百分比
03:59
If you could generate a revenue stream
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来产生收入，
04:02
just by understanding
the percentage of cigarettes,
the percentage of cigarettes,
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那么，咖啡杯呢？
04:04
well, what about coffee cups
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或者，饮料罐？
04:06
or soda cans
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04:08
or plastic bottles?
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塑料瓶？
04:10
If you could fingerprint San Francisco,
well, how about Oakland
well, how about Oakland
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如果你可以找到旧金山的
垃圾痕迹，那么奥克兰呢？
垃圾痕迹，那么奥克兰呢？
阿姆斯特丹？
04:13
or Amsterdam
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或者离我们更近的地方？
04:15
or somewhere much closer to home?
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04:19
And what about brands?
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那些品牌厂商呢？
他们可不可以用这些数据
04:20
How might they use this data
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来修改他们的环境
和经济利益之比？
和经济利益之比？
04:22
to align their environmental
and economic interests?
and economic interests?
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在奥克兰市中心有一个街区
环境相当恶劣。
环境相当恶劣。
04:27
There's a block in downtown Oakland
that's covered in blight.
that's covered in blight.
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04:31
The Litterati community got together
and picked up 1,500 pieces.
and picked up 1,500 pieces.
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”垃圾站“ 的成员们聚集在一起
捡起了 1500 片垃圾。
捡起了 1500 片垃圾。
04:35
And here's what we learned:
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由此我们知道了：
大部分的垃圾来自于
一个非常知名的玉米饼牌子。
一个非常知名的玉米饼牌子。
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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04:41
Most of that brand's litter
were their own hot sauce packets,
were their own hot sauce packets,
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它们大部分的垃圾是自产的辣酱包，
04:46
and most of those hot sauce packets
hadn't even been opened.
hadn't even been opened.
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而且大部分辣酱包都没有被打开过。
04:51
The problem and the path
to the solution --
to the solution --
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这个问题和解决的方式是，
这个品牌可以只在
顾客要求的时候给出辣酱，
顾客要求的时候给出辣酱，
04:54
well, maybe that brand only
gives out hot sauce upon request
gives out hot sauce upon request
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或者安装散装机，
04:58
or installs bulk dispensers
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或者生产更环保的包装。
05:00
or comes up with more
sustainable packaging.
sustainable packaging.
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一个品牌如何把一个对环境的危害，
05:03
How does a brand take
an environmental hazard,
an environmental hazard,
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转变成一个经济利益增长动力、
05:06
turn it into an economic engine
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进而成为产业的英雄？
05:08
and become an industry hero?
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如果你真的想要做出改变，
05:11
If you really want to create change,
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没有比从孩子的教育
开始更好的了。
开始更好的了。
05:13
there's no better place to start
than with our kids.
than with our kids.
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一群五年级的学生
仅仅在他们的校园里
仅仅在他们的校园里
05:16
A group of fifth graders picked up
1,247 pieces of litter
1,247 pieces of litter
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就捡起了1247片垃圾。
05:19
just on their school yard.
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然后他们了解到，最常见的垃圾
05:21
And they learned that the most
common type of litter
common type of litter
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就是他们食堂里
包吸管的塑料包装。
包吸管的塑料包装。
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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所以这些孩子去
找了他们的校长说，
找了他们的校长说，
”为什么我们还要买吸管？“
05:30
"Why are we still buying straws?"
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然后学校就再也不买了。
05:33
And they stopped.
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他们懂得了每一个人
都可以做出小的改变，
都可以做出小的改变，
05:34
And they learned that individually
they could each make a difference,
they could each make a difference,
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但加在一起他们可以
制造一个巨大的影响。
制造一个巨大的影响。
05:38
but together they created an impact.
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不管你是学生还是科学家，
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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住在檀香山（夏威夷州首府）
还是河内（越南首都），
还是河内（越南首都），
05:45
whether you live in Honolulu or Hanoi,
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人人都可以参与到这个捡垃圾社区。
05:48
this is a community for everyone.
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这一切从两个在北卡罗来纳
森林的小朋友开始的，
森林的小朋友开始的，
05:51
It started because of two little kids
in the Northern California woods,
in the Northern California woods,
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现在散播在全球各个角落。
05:56
and today it's spread across the world.
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你知道我们是怎么实现的吗？
05:59
And you know how we're getting there?
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一次捡起一片垃圾。
06:02
One piece at a time.
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06:04
Thank you.
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谢谢。
（掌声）
06:05
(Applause)
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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