TED Residency
Jeff Kirschner: This app makes it fun to pick up litter
Jeff Kirschner: Aplikacija koja čini skupljanje otpadaka zabavnim
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Zemlja je velika površina koju treba održavati čistom. Uz Litterati, aplikaciju čiji korisnici identificiraju, sakupljaju i geografski označavaju svjetski otpad, član programa TED Residency, Jeff Kirschner, stvorio je zajednicu koja zajedničkim naporom čisti planet. Nakon što prikupi informacije o otpadu u preko 100 zemalja, Kirschner se nada kako će iskoristiti te podatke za suradnju s brendovima i organizacijama da bi spriječili širenje smeća prije nego što ono dospije na tlo.
Jeff Kirschner - Entrepreneur
Jeff Kirschner created a global community that's eradicating litter one piece at a time. Full bio
Jeff Kirschner created a global community that's eradicating litter one piece at a time. Full bio
Double-click the English transcript below to play the video.
00:13
This story starts with these two --
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Priča počinje s ovo dvoje,
00:16
my kids.
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mojom djecom.
00:17
We were hiking in the Oakland woods
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Planinarili smo šumama Oaklanda,
kada je moja kćer u potoku primjetila
plastičnu posudu s mačjim izmetom.
plastičnu posudu s mačjim izmetom.
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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00:23
She looked at me and said,
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Pogledala me i rekla:
"Tata?
00:25
"Daddy?
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00:27
That doesn't go there."
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Ovome nije tu mjesto."
00:29
When she said that,
it reminded me of summer camp.
it reminded me of summer camp.
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Kada je to rekla,
podsjetila me na ljetni kamp.
podsjetila me na ljetni kamp.
00:31
On the morning of visiting day,
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Ujutro na dan posjeta,
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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neposredno prije nego što bi pustili
zabrinute roditelje kroz ulaz,
zabrinute roditelje kroz ulaz,
direktor kampa bi rekao: "Brzo!
00:37
our camp director would say,
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Neka svatko pokupi pet otpadaka!“
00:38
"Quick! Everyone pick up
five pieces of litter."
five pieces of litter."
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00:40
You get a couple hundred kids
each picking up five pieces,
each picking up five pieces,
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Imate nekoliko stotina djece,
svako pokupi po pet otpadaka
svako pokupi po pet otpadaka
00:43
and pretty soon, you've got
a much cleaner camp.
a much cleaner camp.
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i vrlo brzo imate mnogo čišći kamp.
00:46
So I thought,
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Stoga sam pomislio,
00:47
why not apply that crowdsourced
cleanup model to the entire planet?
cleanup model to the entire planet?
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zašto ne primjeniti ovako nešto
kao model čišćenja cijelog planeta?
kao model čišćenja cijelog planeta?
00:52
And that was the inspiration
for Litterati.
for Litterati.
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I to je bila inspiracija za Litterati.
00:55
The vision is to create
a litter-free world.
a litter-free world.
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Vizija je stvoriti svijet bez otpada.
00:58
Let me show you how it started.
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Pokazat ću vam kako je počelo.
01:00
I took a picture of a cigarette
using Instagram.
using Instagram.
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Fotografirao sam cigaretu
uz pomoć Instagrama.
uz pomoć Instagrama.
01:04
Then I took another photo ...
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Onda sam napravio još jednu fotku
01:06
and another photo ...
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i još jednu,
01:07
and another photo.
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i još jednu.
I primjetio sam dvije stvari:
01:08
And I noticed two things:
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01:10
one, litter became artistic
and approachable;
and approachable;
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prvo, otpad je postao
umjetnički i pristupačan,
umjetnički i pristupačan,
01:14
and two,
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i drugo, nakon nekoliko dana
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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u telefonu sam imao 50 fotki,
i svaki taj otpadak sam pokupio
01:17
and I had picked up each piece,
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te sam shvatio da vodim evidenciju
01:19
and I realized that I was keeping a record
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01:21
of the positive impact
I was having on the planet.
I was having on the planet.
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o svom pozitivnom utjecaju na planet.
01:25
That's 50 less things that you might see,
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To je 50 stvari manje koje možete vidjeti,
01:27
or you might step on,
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na koje možete nagaziti,
01:28
or some bird might eat.
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ili koje bi neka ptica mogla pojesti.
01:30
So I started telling people
what I was doing,
what I was doing,
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Tako sam počeo
govoriti ljudima što radim
govoriti ljudima što radim
01:33
and they started participating.
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i oni su se počeli uključivati.
01:36
One day,
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I jednog dana
01:38
this photo showed up from China.
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pojavila se ova fotografija iz Kine.
01:42
And that's when I realized
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I tada sam shvatio
da je Litterati više od lijepih fotki,
01:43
that Litterati was more
than just pretty pictures;
than just pretty pictures;
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01:46
we were becoming a community
that was collecting data.
that was collecting data.
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da postajemo zajednica
koja prikuplja podatke.
koja prikuplja podatke.
01:50
Each photo tells a story.
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Svaka fotografija je priča za sebe.
01:53
It tells us who picked up what,
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Govori nam tko je što pokupio,
01:55
a geotag tells us where
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geografska oznaka govori gdje,
01:57
and a time stamp tells us when.
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a vremenska oznaka govori kada.
02:00
So I built a Google map,
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Stoga sam napravio mapu na Googleu
02:02
and started plotting the points
where pieces were being picked up.
where pieces were being picked up.
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i počeo označavati mjesta
gdje se otpaci kupe.
gdje se otpaci kupe.
02:06
And through that process,
the community grew
the community grew
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Kroz taj proces, zajednica je rasla
02:10
and the data grew.
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kao i broj podataka.
02:12
My two kids go to school
right in that bullseye.
right in that bullseye.
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Moja djeca idu u školu
baš ovdje u sredini.
baš ovdje u sredini.
02:17
Litter:
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Otpad.
02:18
it's blending into
the background of our lives.
the background of our lives.
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Otpad se stapa s pozadinom našeg života.
No, što bi bilo da ga stavimo u prvi plan?
02:21
But what if we brought it
to the forefront?
to the forefront?
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Što bi bilo kada bismo shvatili
čega točno ima po našim ulicama,
čega točno ima po našim ulicama,
02:23
What if we understood exactly
what was on our streets,
what was on our streets,
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02:26
our sidewalks
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po pločnicima
02:27
and our school yards?
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i u školskim dvorištima?
02:29
How might we use that data
to make a difference?
to make a difference?
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Kako bismo mogli iskoristiti
ove podatke za stvaranje promjene?
ove podatke za stvaranje promjene?
Dozvolite da vam pokažem.
02:33
Well, let me show you.
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Prvo s gradovima.
02:34
The first is with cities.
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02:36
San Francisco wanted to understand
what percentage of litter was cigarettes.
what percentage of litter was cigarettes.
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San Francisco je želio otkriti
koji postotak otpada su cigarete.
koji postotak otpada su cigarete.
02:41
Why?
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Zašto?
02:42
To create a tax.
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Kako bi uveli porez.
Stoga su postavili
na ulice nekoliko ljudi
na ulice nekoliko ljudi
02:44
So they put a couple of people
in the streets
in the streets
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s olovkama i blokovima,
02:46
with pencils and clipboards,
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koji su kružili i prikupljali informacije,
02:47
who walked around collecting information
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02:49
which led to a 20-cent tax
on all cigarette sales.
on all cigarette sales.
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što je dovelo do poreza od 20 centi
na prodaju svih cigareta.
na prodaju svih cigareta.
02:53
And then they got sued
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A onda su ih tužile
02:55
by big tobacco,
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velike duhanske kompanije,
02:57
who claimed that collecting information
with pencils and clipboards
with pencils and clipboards
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tvrdeći da takav način
prikupljanje informacija
prikupljanje informacija
03:00
is neither precise nor provable.
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nije ni precizan ni dokaziv.
03:03
The city called me and asked
if our technology could help.
if our technology could help.
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Pozvali su me iz ureda grada i pitali
može li naša tehnologija pomoći.
može li naša tehnologija pomoći.
03:07
I'm not sure they realized
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Ne znam jesu li znali
03:08
that our technology
was my Instagram account --
was my Instagram account --
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da je naša tehnologija
moj profil na Instagramu.
moj profil na Instagramu.
03:10
(Laughter)
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(Smijeh)
03:11
But I said, "Yes, we can."
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Ali rekao sam: „Da, može.“
03:13
(Laughter)
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(Smijeh)
03:14
"And we can tell you
if that's a Parliament or a Pall Mall.
if that's a Parliament or a Pall Mall.
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„I možemo vam reći jesu li cigarete
Parliament ili Pall Mall.
Parliament ili Pall Mall.
03:18
Plus, every photograph
is geotagged and time-stamped,
is geotagged and time-stamped,
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Uz to, svaka fotografija
ima geografsku i vremensku oznaku
ima geografsku i vremensku oznaku
03:21
providing you with proof."
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kao dokaz."
03:23
Four days and 5,000 pieces later,
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Nakon četiri dana
i 5000 sakupljenih otpadaka,
i 5000 sakupljenih otpadaka,
03:27
our data was used in court
to not only defend but double the tax,
to not only defend but double the tax,
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naši podaci su iskorišteni na sudu
da se porez ne samo održi, već udvostruči,
da se porez ne samo održi, već udvostruči,
03:32
generating an annual recurring revenue
of four million dollars
of four million dollars
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što je stvorilo godišnji prihod
od četiri milijuna dolara
od četiri milijuna dolara
03:36
for San Francisco to clean itself up.
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koji se koristi za čišćenje San Francisca.
Tijekom tog procesa
naučio sam dvije stvari:
naučio sam dvije stvari:
03:40
Now, during that process
I learned two things:
I learned two things:
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prvo, Instagram nije pravi alat za ovo,
03:42
one, Instagram is not the right tool --
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03:44
(Laughter)
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(Smijeh)
03:45
so we built an app.
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i zato smo razvili aplikaciju.
03:47
And two, if you think about it,
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I drugo, ako razmislite o tome,
03:49
every city in the world
has a unique litter fingerprint,
has a unique litter fingerprint,
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svaki grad na svijetu ima
svoj jedinstveni otpad poput otiska prsta,
svoj jedinstveni otpad poput otiska prsta,
03:52
and that fingerprint provides
both the source of the problem
both the source of the problem
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a taj otisak prsta nam ukazuje
na izvor problema
na izvor problema
03:56
and the path to the solution.
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i na put ka njegovom rješenju.
03:59
If you could generate a revenue stream
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Ako biste mogli stvoriti izvor prihoda
04:02
just by understanding
the percentage of cigarettes,
the percentage of cigarettes,
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samo razumijevanjem postotka cigareta,
04:04
well, what about coffee cups
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a što je i sa šalicama kave,
04:06
or soda cans
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ili limenkama sokova,
04:08
or plastic bottles?
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ili plastičnim bocama?
04:10
If you could fingerprint San Francisco,
well, how about Oakland
well, how about Oakland
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Ako možete to obilježiti u San Franciscu,
zašto ne i u Oaklandu,
zašto ne i u Oaklandu,
04:13
or Amsterdam
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ili Amsterdamu,
04:15
or somewhere much closer to home?
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ili negdje mnogo bliže domu?
04:19
And what about brands?
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A što je s brendovima?
04:20
How might they use this data
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Kako bi oni mogli iskoristiti podatke
04:22
to align their environmental
and economic interests?
and economic interests?
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da usklade svoje ekološke
i ekonomske interese?
i ekonomske interese?
04:27
There's a block in downtown Oakland
that's covered in blight.
that's covered in blight.
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U centru Oaklanda ima jedan kvart
prekriven otpadom.
prekriven otpadom.
04:31
The Litterati community got together
and picked up 1,500 pieces.
and picked up 1,500 pieces.
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Zajednica Litterati se okupila
i pokupila 1500 otpadaka.
i pokupila 1500 otpadaka.
04:35
And here's what we learned:
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Otkrili smo sljedeće:
04:37
most of that litter came
from a very well-known taco brand.
from a very well-known taco brand.
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većina otpada je potekla
od vrlo poznatog proizvođača takosa.
od vrlo poznatog proizvođača takosa.
04:41
Most of that brand's litter
were their own hot sauce packets,
were their own hot sauce packets,
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Većina otpadaka tog brenda
bile su vrećice ljutog umaka,
bile su vrećice ljutog umaka,
04:46
and most of those hot sauce packets
hadn't even been opened.
hadn't even been opened.
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a većina njih nije bila ni otvorena.
04:51
The problem and the path
to the solution --
to the solution --
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Problem i put ka rješenju,
04:54
well, maybe that brand only
gives out hot sauce upon request
gives out hot sauce upon request
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možda bi taj brend trebao
davati ljuti umak na zahtjev,
davati ljuti umak na zahtjev,
04:58
or installs bulk dispensers
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ili postavi dozatore,
05:00
or comes up with more
sustainable packaging.
sustainable packaging.
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ili napraviti pakiranje koje je održivije.
05:03
How does a brand take
an environmental hazard,
an environmental hazard,
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Kako brend uzima otpad
opasan za okoliš,
opasan za okoliš,
05:06
turn it into an economic engine
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pretvori ga u ekonomskog pokretača
05:08
and become an industry hero?
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i postane heroj u toj industriji?
05:11
If you really want to create change,
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Ako zaista želite stvoriti promjene,
05:13
there's no better place to start
than with our kids.
than with our kids.
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najbolje je početi od svoje djece.
05:16
A group of fifth graders picked up
1,247 pieces of litter
1,247 pieces of litter
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Grupa učenika petih razreda
pokupila je 1247 otpadaka
pokupila je 1247 otpadaka
05:19
just on their school yard.
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samo u svom školskom dvorištu.
05:21
And they learned that the most
common type of litter
common type of litter
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I otkrili su da su najčešća vrsta otpada
05:24
were the plastic straw wrappers
from their own cafeteria.
from their own cafeteria.
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plastični omoti za slamčice
iz njihove kantine.
iz njihove kantine.
05:27
So these kids went
to their principal and asked,
to their principal and asked,
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Zatim su ovi klinci
otišli ravnatelju i pitali:
otišli ravnatelju i pitali:
05:30
"Why are we still buying straws?"
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„Zašto i dalje kupujemo slamčice?“
05:33
And they stopped.
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I tako su prestali.
05:34
And they learned that individually
they could each make a difference,
they could each make a difference,
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I otkrili su da svatko pojedinačno
može napraviti promjenu,
može napraviti promjenu,
05:38
but together they created an impact.
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ali da zajedno stvaraju utjecaj.
05:41
It doesn't matter
if you're a student or a scientist,
if you're a student or a scientist,
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Nije važno jeste li
učenik ili znanstvenik,
učenik ili znanstvenik,
05:45
whether you live in Honolulu or Hanoi,
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živite li u Honolulu ili Hanoi,
05:48
this is a community for everyone.
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ovo je zajednica za svakoga.
05:51
It started because of two little kids
in the Northern California woods,
in the Northern California woods,
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Počela je zbog dvoje male djece
u šumama Sjeverne Karoline,
u šumama Sjeverne Karoline,
05:56
and today it's spread across the world.
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a danas je raširena diljem svijeta.
05:59
And you know how we're getting there?
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A znate kako uspjevamo u tome?
06:02
One piece at a time.
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Otpadak po otpadak.
06:04
Thank you.
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Hvala.
06:05
(Applause)
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(Pljesak)
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