TEDYouth 2013
McKenna Pope: Want to be an activist? Start with your toys
مكئنا پوپ: می‌خواهید يك فعال اجتماعی باشيد؟ از اسباب بازی‌هایتان شروع كنيد
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Readability: 3.6
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برادر كوچك مكئنا پوپ عاشق آشپزى بود، اما درباره استفاده كردن از فر پخت و پز آسان نگران بود-- زيرا اسباب بازى براى دخترها بود. بنابراين در سن ١٣ سالگى، پوپ شروع كرد به يك درخواست آن لاين براى شركت اسباب بازى سازى آمريكايى هازبرو تا طرح رنگ صورتى و بنفش در اسباب بازى كلاسيك را تغيير دهند و پسرها را در بازاريابى تلويزيونى خود مشاركت دهند. در گفتگويى جسورانه، پوپ كارى را كه براى خنثى كردن اسباب بازيهاى از بر چسبهاى جنسيتى و درخواستی را براى دست بكار شدن برای حمايت از همه بچه‌‌هايى كه احساس ضعيف بودن مى‌‌كنند، مطرح می کند.
McKenna Pope - Teen activist
When McKenna Pope was 13 she petitioned Hasbro to market its Easy-Bake Oven to boys as well as girls, and to make it available in gender-neutral colors. It worked. Full bio
When McKenna Pope was 13 she petitioned Hasbro to market its Easy-Bake Oven to boys as well as girls, and to make it available in gender-neutral colors. It worked. Full bio
Double-click the English transcript below to play the video.
00:12
I'm McKenna Pope. I'm 14 years old,
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مكئنا پوپ هستم. چهارده سال دارم،
00:15
and when I was 13, I convinced
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و وقتى ١٣ سالم بود، يكى از بزرگترين
00:17
one of the largest toy companies,
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شركتهاى اسباب بازى،
00:18
toymakers, in the world, Hasbro,
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سازنده اسباب بازى، در جهان، هازبرو،
00:21
to change the way that they marketed
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رو قانع كردم تا شيوه بازاريابى خودشون رو
00:23
one of their most best-selling products.
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براى يكى از پرفروشترين محصولاتشون تغيير دهند.
00:25
So allow me to tell you about it.
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بنابراين به من اجازه بديد تا درباره‌‌ش براتون بگم.
00:26
So I have a brother, Gavin.
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خب يك برادرى دارم به اسم گاوين.
00:28
When this whole shebang happened, he was four.
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وقتى كل اين ماجرا اتفاق افتاد، چهار سالش بود.
00:30
He loved to cook.
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عاشق آشپزى بود.
00:32
He was always getting ingredients out of the fridge
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هميشه مواد اوليه رو از فريزر بيرون مياورد
00:34
and mixing them into these, needless to say,
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و لازم نيست كه بگم، ازشون تركيبات غيرقابل خوردنى
00:36
uneatable concoctions,
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درست مى‌‌كرد،
00:38
or making invisible macaroni and cheese.
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يا ماكارونى و پنير نامرئى درست مى‌‌كرد.
00:41
He wanted to be a chef really badly.
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واقعاً بدجورى دلش ميخواست كه سرآشپز شه.
00:44
And so what better gift for a kid
who wanted to be a chef
who wanted to be a chef
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و خب چه هديه‌‌اى بهتر از يك فر پخت و پز آسان براى
00:47
than an Easy-Bake Oven. Right?
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بچه‌‌اى كه ميخواست آشپز شه. اينطور نيست؟
00:49
I mean, we all had those when we were little.
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منظورم اينه كه، همه ما وقتى كوچيك بوديم، يكى از اونا داشتيم.
00:51
And he wanted one so badly.
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و او هم دلش يكى از اونا رو ميخواست.
00:53
But then he started to realize something.
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اما بعداً يك چيزى رو فهميد.
00:56
In the commercials, and on the
boxes for the Easy-Bake Ovens,
boxes for the Easy-Bake Ovens,
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توى تبليغات، و روى جعبه فرهاى پخت و پز آسان،
01:00
Hasbro marketed them specifically to girls.
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شرکت هازبرو بازاريابى رو مختص دخترها انجام داده بود.
01:03
And the way that they did this
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و شيوه‌‌هاى كه اونها بكار برده بودند اين بود
01:04
was they would only feature girls
on the boxes or in the commercials,
on the boxes or in the commercials,
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كه دخترها رو جعبه‌‌ها يا آگهى‌‌هاشون نشون مى‌‌دادند،
01:07
and there would be flowery prints all over the ovens
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و طرحهاى گل گلى همه جاى اجاقها بود
01:10
and it would be in bright pink and purple,
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و به رنگهاى صورتى و بنفش روشن بودند،
01:13
very gender-specific colors to females, right?
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رنگهاى كاملاً مختص به جنسيت زنانه، اينطور نيست؟
01:16
So it kind of was sending a message
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بنابراين به نحوى ارسال‌‌گر اين پيام بودند
01:19
that only girls are supposed to cook; boys aren't.
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كه تنها دخترها قراره آشپزى كنند؛ پسرها نه.
01:22
And this discouraged my brother a lot.
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و اين كلى برادرم رو دلسرد كرد.
01:23
He thought that he wasn't
supposed to want to be a chef,
supposed to want to be a chef,
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فكر كرد كه قرارنيست ديگه سرآشپز شه،
01:27
because that was something that girls did.
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چون چيزى بود كه دخترها انجام مى‌‌دادند.
01:29
Girls cooked; boys didn't,
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دخترها پخت و پز مى‌‌كردند؛ پسرها نه،
01:30
or so was the message that Hasbro was sending.
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يا بهرحال اين پيغامى بود كه شرکت هازبرو ارسال مى‌‌كرد.
01:33
And this got me thinking,
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و اين من رو به فكر فرو برد،
01:35
God, I wish there was a way that I could change this,
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خدايا، آرزو مى‌‌كردم راهى بود تا مى‌‌تونستم اين رو تغيير بدم،
01:37
that could I have my voice heard by Hasbro
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كه صِدام ميتونست از سوى هازبرو شنيده شه
01:40
so I could ask them and tell them
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تا ازشون ميخواستم و بهشون مى‌‌گفتم
01:42
what they were doing wrong
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كارى كه مى‌‌كردند اشتباه بود
01:43
and ask them to change it.
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و ازشون ميخواستم كه تغييرش بدن.
01:44
And that got me thinking about a website
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و به فكر وب سايت افتادم
01:46
that I had learned about a few months prior
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كه چند ماه پيش راجع به اون شنيده بودم
01:48
called Change.org.
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بنام change.org
01:49
Change.org is an online petition-sharing platform
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Change.org سكوى به اشتراك گذارى همه درخواستهاى آن‌‌لاين كه
01:53
where you can create a petition and share it
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شما ميتونيد همه درخواستى رو در اون ايجاد كنيد و به اشتراك بگذاريد
01:55
across all of these social media networks,
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از طريق همه اين شبكه‌‌هاى اجتماعی،
01:57
through Facebook, through Twitter,
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از طريق فيس‌بوك، توئيتر،
01:59
through YouTube, through Reddit, through Tumblr,
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يوتيوب، رديت، تامبلر،
02:00
through whatever you can think of.
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از طريق هر چيزى كه فكرش رو مى‌‌كنيد.
02:02
And so I created a petition
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و بنابراين درخواستى رو ايجاد كردم
02:04
along with the YouTube video
that I added to the petition
that I added to the petition
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همراه با ويديوى يوتيوب
كه به درخواست افزودم
كه به درخواست افزودم
02:07
basically asking Hasbro
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عمدتا اين رو از هازبرو ميخواست
02:09
to change the way that they marketed it,
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كه روش بازاريابى‌‌شون رو تغيير دهند،
02:11
in featuring boys in the commercials, on the boxes,
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پسرها رو در آگهى‌‌ها، روى جعبه‌‌ها نشون بدن،
02:14
and most of all creating them
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و بيشتر از همه اونها رو كمتر در
02:16
in less gender-specific colors.
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رنگهايى كه برچسب جنسيتى دارند ايجاد كنند.
02:19
So this petition started to take off --
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بنابراين اين درخواست شروع كرد به فراگير شدن--
02:23
humongously fast, you have no idea.
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با سرعتى سرسام‌‌آور، فكرش رو هم نميتونيد كنيد.
02:26
I was getting interviewed by
all these national news outlets
all these national news outlets
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از سوى كليه اين ابزار رسانه‌‌اى ملى خبر
02:29
and press outlets, and it was amazing.
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و مطبوعات مصاحبه ميشدم، و جالب بود.
02:33
In three weeks, maybe three and a half,
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طى سه هفته، شايد سه هفته و نيم،
02:35
I had 46,000 signatures on this petition.
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٤٦٫٠٠٠ هزار امضاء در اين درخواست جمع كرده بودم.
02:40
(Applause)
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(تشويق)
02:42
Thank you.
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متشكرم.
02:44
So, needless to say, it was crazy.
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خب، لازم نيس كه بگم، ديوانه كننده بود.
02:47
Eventually, Hasbro themselves
invited me to their headquarters
invited me to their headquarters
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سرانجام، خود هازبرويها من رو به
مركز كارشون دعوت كردند
مركز كارشون دعوت كردند
02:51
so they could go and unveil
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تا شخصاً محصول جديد فر پخت و پز آسان
02:53
their new Easy-Bake Oven product to me
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شركتشون در رنگهاى سياه، نقره‌‌اى و
02:55
in black, silver and blue.
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آبى رو نشونم دهند.
02:57
It was literally one of the best moments of my life.
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به واقع يكى از بهترين لحظات زندگيم بود.
03:00
It was like "Willy Wonka and the Chocolate Factory."
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مثل "ويلى وونكا و كارخانه شكلات" بود.
03:02
That thing was amazing.
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چيز فوق‌‌العاده‌‌اى بود
03:04
What I didn't realize at the time, however,
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كه اونموقع تشخيص ندادمش، با اينحال،
03:06
was that I had become an activist,
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تبديل به يك فعال شده بودم.
03:08
I could change something,
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تونستم چيزى رو تغيير بدم،
03:09
that even as a kid, or maybe
even especially as a kid,
even especially as a kid,
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كه حتى بعنوان يه بچه، آره شايد حتى مخصوصاً بعنوان يه بچه،
03:12
my voice mattered, and your voice matters too.
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صداى من اهميت داشت، صداى شما هم همينطور.
03:15
I want to let you know it's not going to be easy,
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ميخوام بدونيد كه اصلاً آسون نخواهد بود،
03:17
and it wasn't easy for me,
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و برام آسون نبود،
03:18
because I faced a lot of obstacles.
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چون با موانع زيادى روبرو بودم.
03:21
People online, and sometimes even in real life,
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آدمهاى آن لاين، و گاهى حتى تو زندگى واقعى،
03:24
were disrespectful to me and my family,
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نسبت به من و خونواده‌‌ام بى‌‌احترامى مى‌‌كردند،
03:27
and talked about how the whole
thing was a waste of time,
thing was a waste of time,
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و راجعه به كل ماجرا بعنوان اتلاف وقت صحبت مى‌‌كردند،
03:30
and it really discouraged me.
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و اين واقعاً باعث دلسرديم ميشد.
03:31
And actually, I have some examples,
because what's better revenge
because what's better revenge
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و راستش، چند تايى نمونه دارم،
چون چه انتقامى بهتر از اين
چون چه انتقامى بهتر از اين
03:35
than displaying their idiocy?
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كه حماقتشون رو نمايش بدم؟
03:37
So, let's see.
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خب، بگذاريد ببينم.
03:39
From user name Liquidsore29 --
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از كاربرى به اسم ليكوييد سور٢٩--
03:42
interesting user names we have here—
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چه اسامى كاربرى جالبى ما در اينجا داريم--
03:44
"Disgusting liberal moms making their sons gay."
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"مادران آزاديخواه پسراشون رو همجنسگرا بار ميارن."
03:50
Liquidsore29, really? Really? Okay.
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ليكوييدسور٢٩، جداً؟ جداً؟ باشه.
03:52
How about from Whiteboy77AGS:
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وايت‌بوى٧٧اى‌جى‌اس چى ميگه:
03:56
"People always need something
to (female dog) about."
to (female dog) about."
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" آدمها هميشه به يه چيزى احتياج دارن تا درباره‌‌ش شلوغ کنن."
04:00
From Jeffrey Gutierrez:
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از جفرى گوتيرز:
04:03
"OMG, shut up. You just want money and attention."
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"اوه خداى من، خفه شو. تو فقط پول و توجه ميخواى."
04:06
So it was comments like these
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خب اظهارنظرهايى از اين دست كه
04:08
that really discouraged me from
wanting to make change in the future
wanting to make change in the future
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از اين كه بخوام در آينده تغييرى ايجاد كنم، واقعاً دلسردم مى‌‌كرد
04:11
because I thought, people don't care,
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چون فكر كردم، مردم اهميت نمى‌‌دن.
04:13
people think it's a waste of time,
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مردم فكر مى‌‌كنند كه وقت تلف كردنه،
04:16
and people are going to be disrespectful
to me and my family.
to me and my family.
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و آدمها قراره نسبت به من و خانواده‌‌ام بى‌‌احترامى كنند.
04:19
It hurt me, and it made me think,
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آزارم داد، و باعث شد فكر كنم،
04:22
what's the point of making change in the future?
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فايده تغيير ايجاد كردن در آينده چيه؟
04:24
But then I started to realize something.
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اما بعدش شروع كردم به تشخيص دادن چيزى.
04:27
Haters gonna hate.
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متنفرها متنفر خواهند بود.
04:29
Come on, say it with me. One, two, three:
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يالا، با من بگين. يك، دو، سه:
04:31
Haters gonna hate.
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متنفرها متنفر خواهند بود.
04:34
So let your haters hate,
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پس بگذاريد كه متنفرها متنفر باشن،
04:36
you know what, and make your change,
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مى دونيد چيه، شما ميتونيد تغيير رو ايجاد كنيد،
04:37
because I know you can.
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چون ميدونم كه ميتونيد.
04:39
I look out into this crowd,
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به اين جمعيت نگاه مى‌‌كنم،
04:40
and I see 400 people
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و ٤٠٠ تا آدم رو مى‌‌بينم
04:43
who came out because they wanted to know
how they could make a change,
how they could make a change,
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اومدن اينجا چون ميخواستن بدونند كه چطور
مى‌‌تونند تغيير ايجاد كنند،
مى‌‌تونند تغيير ايجاد كنند،
04:46
and I know that you can, and all
of you watching at home can too
of you watching at home can too
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و مى‌‌دونم كه شما مى‌‌تونيد و همه
شمايى كه از خونه تماشاگر هستيد هم ميتونيد
شمايى كه از خونه تماشاگر هستيد هم ميتونيد
04:49
because you have so much that you
can do and that you believe in,
can do and that you believe in,
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چون خيلى چيزها هست كه شما مى‌‌تونيد و بهش باور داريد
04:52
and you can trade it across all these social media,
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و ميتونيد از طريق اين رسانه‌‌هاى اجتماعى به تبادل بذاريدشون
04:55
through Facebook, through Twitter, through
YouTube, through Reddit, through Tumblr,
YouTube, through Reddit, through Tumblr,
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از طريق فيس بوك، توئيتر، يوتيوب، رديت و تامبلر،
04:58
through whatever else you can think of.
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از طريق هر چى كه فكرش رو بكنيد.
05:00
And you can make that change.
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و اون رو تغيير بديد.
05:01
You can take what you believe in
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ميتونيد آنچه رو كه باور داريد
05:03
and turn it into a cause and change it.
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و به آرمانى تبديلش كنيد و تغييرش بديد.
05:05
And that spark that you've been
hearing about all day today,
hearing about all day today,
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و اون جرقه كه امروز مدام راجع بهش شنيديد،
05:08
you can use that spark that you have within you
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ميتونيد از آن جرقه‌‌اى كه تو وجودتون هست استفاده كنيد
05:11
and turn it into a fire.
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و اون رو به آتيش تبديل كنيد.
05:12
Thank you.
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متشكرم.
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(Applause)
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(تشويق)
ABOUT THE SPEAKER
McKenna Pope - Teen activistWhen McKenna Pope was 13 she petitioned Hasbro to market its Easy-Bake Oven to boys as well as girls, and to make it available in gender-neutral colors. It worked.
Why you should listen
If anyone's still worried about today's teenagers melting their brains on the Internet, there's at least one who stands out against the crowd: teen activist McKenna Pope. In 2012 Pope's four-year-old brother, who had a passion for cooking, was beyond excited to ask for an Easy-Bake Oven for Christmas. But, confused by the pink and purple colors and the television ads that only featured girls using the toy, he became discouraged.
Pope, thirteen at the time, was indignant that her brother should think any less of himself as a boy who liked to cook. Naturally Pope turned to the Internet. She posted a video and written petition urging the CEO of Hasbro to change its marketing and packaging around the Easy-Bake Oven to make it appealing to boys as well as girls. Pope could hardly anticipate what came next: She received 45,000 signatures and a call from Hasbro, inviting her to their headquarters in Pawtucket, Rhode Island to show her their new unisex designs.
McKenna Pope | Speaker | TED.com