TEDxCambridge
Erez Yoeli: How to motivate people to do good for others
Erez Yoeli: Namna ipi ya kuhamasisha watu kutenda mema kwa wengine
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Namna gani tunaweza wafanya watu kutenda mema: kwenda kwenye uchaguzi, kutoa misaada, kutumia rasilimali au kwa ujumla kuwa wastaarabu kwa wengine? Mtafiti na mwanasayansi wa MIT anashirikisha listi ndogo ya mambo ya kufanya ya namna ya kupata nguvu ya sifa -- tamaa yetu kama binadamu kuonekana kama wastaarabu na wema badala ya wabinafsi -- kuhamasisha watu kufanya vitu kwa manufaa ya wengine. Jifunze zaidi kuhusu namna ambavyo mabadiliko madogo katika mikakati yako ya kuwafanya watu kufanya mema na pia kupata matokeo bora ya kushangaza.
Erez Yoeli - Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Double-click the English transcript below to play the video.
00:13
How can we get people to do more good,
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Namna gani tunaweza wafanya watu kutenda
mema zaidi,
mema zaidi,
00:16
to go to the polls,
give to charity, conserve resources,
give to charity, conserve resources,
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kwenda katika uchaguzi, kujitolea msaada,
kutunza rasilimali,
kutunza rasilimali,
00:20
or even to do something as simple
as washing their mugs at work
as washing their mugs at work
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au hata kufanya kitu rahisi kama kuosha
vikombe vyao wakiwa kazini
vikombe vyao wakiwa kazini
00:24
so that the sink isn't
always full of dirty dishes?
always full of dirty dishes?
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ili sinki lisiwe muda wote limejaa
vyombo vichafu?
vyombo vichafu?
00:26
(Laughter)
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(Kicheko)
00:28
(Applause)
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(Makofi)
00:33
When I first started
working on this problem,
working on this problem,
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Nilipoanza kushughulikia hili tatizo,
00:35
I collaborated with a power company
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Nilishirikiana na kampuni ya nishati
00:37
to recruit customers for a program
that prevents blackouts
that prevents blackouts
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kuwapa mafunzo wateja kuhusu programu
inayozuia kukatika kwa umeme
inayozuia kukatika kwa umeme
00:40
by reducing energy demand during peaks.
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kwa kupunguza mahitaji ya nishati
kipindi cha juu.
kipindi cha juu.
00:43
The program is based
on a tried-and-true technology.
on a tried-and-true technology.
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Programu imetengenezwa na teknolojia
iliyojaribiwa na ya ukweli.
iliyojaribiwa na ya ukweli.
00:46
It's one the Obama
administration even called
administration even called
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Ni ambayo hata utawala wa Obama uliita
00:48
"the cornerstone to modernizing
America's electrical grid."
America's electrical grid."
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"jiwe la msingi la kuleta ukisasa katika
mfumo wa umeme Amerika."
mfumo wa umeme Amerika."
00:52
But, like so many
great technological solutions,
great technological solutions,
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Lakini, kama ilivyo mifumo mingi
mikubwa ya teknlolojia,
mikubwa ya teknlolojia,
00:56
it has a key weakness:
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huwa na udhaifu:
00:59
people.
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watu.
01:01
People need to sign up.
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Watu wanahitaji kujisajili.
01:04
To try to get people to sign up,
the power company sent them a nice letter,
the power company sent them a nice letter,
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Ili kufanya watu wajisajili,
kampuni iliwatumia wateja barua nzuri,
kampuni iliwatumia wateja barua nzuri,
01:07
told them about
all the program's benefits,
all the program's benefits,
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kuwaambia kuhusu faida
zote za programu,
zote za programu,
01:09
and it asked them to call
into a hotline if they were interested.
into a hotline if they were interested.
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na kuwaambia wapige huduma kwa wateja
kama wangependa.
kama wangependa.
01:12
Those letters went out,
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Barua zilitumwa,
01:14
but the phones, they were silent.
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lakini simu, zilikuwa kimya.
01:18
So when we got involved,
we suggested one small change.
we suggested one small change.
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Hivyo tulivyohusishwa, tulipendekeza
badiliko moja dogo.
badiliko moja dogo.
01:21
Instead of that hotline,
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Badala ya simu ya huduma kwa wateja,
01:23
we suggested that they use sign-up sheets
that they'd post near the mailboxes
that they'd post near the mailboxes
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tulipendekeza watumie karatasi za kujisajili zitakazotumwa
kwenye sanduku za barua zilizokaribu
kwenye sanduku za barua zilizokaribu
01:27
in people's buildings.
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katika majengo ya watu.
01:30
This tripled participation.
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Hii iliongeza walioshiriki kwa mara tatu.
01:35
Why?
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Kwanini?
01:37
Well, we all know people care deeply
about what others think of them,
about what others think of them,
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Sasa, wote tunajua watu wanajali sana
kuhusu kile wengine wanachofikiri juu yao,
kuhusu kile wengine wanachofikiri juu yao,
01:41
that we try to be seen
as generous and kind,
as generous and kind,
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kua tunajaribu kuonekana kama
tuna heshima na tunaojali,
tuna heshima na tunaojali,
01:44
and we try to avoid
being seen as selfish or a mooch.
being seen as selfish or a mooch.
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na tunajaribu kuepuka kuonekana kama
wabinafsi au mabaradhuli.
wabinafsi au mabaradhuli.
Iwe tunatambua au la, hii ni nafasi kubwa
ya kwanini watu wanatenda mema,
ya kwanini watu wanatenda mema,
01:48
Whether we are aware of it or not,
this is a big part of why people do good,
this is a big part of why people do good,
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01:52
and so small changes that give people
more credit for doing good,
more credit for doing good,
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hivyo mabadiliko madogo ambayo huwapa
watu sifa kwa kutenda mema,
watu sifa kwa kutenda mema,
01:57
those changes can make
a really big difference.
a really big difference.
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hayo mabadiliko yanaweza
leta utofauti mkubwa.
leta utofauti mkubwa.
02:00
Small changes like
switching from a hotline,
switching from a hotline,
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Mabadiliko madogo kama kubadili kutoka
simu ya huduma kwa wateja,
simu ya huduma kwa wateja,
02:03
where nobody will ever find out
about your good deed,
about your good deed,
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ambapo hamna mtu atayeweza tambua
kuhusu mwenendo wako mwema,
kuhusu mwenendo wako mwema,
02:06
to a sign-up sheet
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hadi kwenye karatasi ya kujisajili
02:07
where anyone who walks by
can see your name.
can see your name.
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ambapo kila mtu anayepita
anaweza kuona jina lako.
anaweza kuona jina lako.
02:12
In our collaborations with governments,
nonprofits, companies,
nonprofits, companies,
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Katika ushirikiano na serikali, mashirika
ya kujitolea, makampuni,
ya kujitolea, makampuni,
02:15
when we're trying to get people
to do more good,
to do more good,
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tunajaribu kuwafanya watu
kufanya mema zaidi,
kufanya mema zaidi,
02:18
we harness the power of reputations.
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tunavuna nguvu ya sifa.
02:22
And we have a simple checklist for this.
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Na tuna karatasi rahisi ya
kuangalia hili.
kuangalia hili.
02:24
And in fact, you already know
the first item on that checklist.
the first item on that checklist.
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Kwa uwazi, tayari unatambua kitu
cha kwanza katika listi hiyo.
cha kwanza katika listi hiyo.
02:28
It's to increase observability,
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Ni katika kuongeza uangalizi,
02:31
to make sure people find out
about good deeds.
about good deeds.
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kuhakikisha watu wanatambua
kuhusu matendo mema.
kuhusu matendo mema.
02:35
Now, wait a minute, I know
some of you are probably thinking,
some of you are probably thinking,
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Sasa, subiri kidogo, najua baadhi
yenu pengine mnawaza,
yenu pengine mnawaza,
02:38
there's no way people here thought,
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hakuna namna watu hapa wangefikiri,
02:40
"Oh, well, now that
I'm getting credit for my good deed,
I'm getting credit for my good deed,
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"Oh, kwa vile sasa ninapata sifa kwa matendo mema,
02:42
now it's totally worth it."
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matendo yangu yana thamani."
02:44
And you're right.
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Upo sahihi.
02:45
Usually, people don't.
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Kawaida, watu hawadhani hivyo.
02:47
Rather, when they're making
decisions in private,
decisions in private,
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Bali, pale wanapofanya
maamuzi wakiwa peke yao,
maamuzi wakiwa peke yao,
02:50
they worry about their own problems,
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huwa na hofu kuhusu matatizo yao,
02:52
about what to put on the table for dinner
or how to pay their bills on time.
or how to pay their bills on time.
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kuhusu nini cha kuweka mezani mda wa kula
au jinsi ya kulipa ankara zao kwa wakati.
au jinsi ya kulipa ankara zao kwa wakati.
02:56
But, when we make
their decision more observable,
their decision more observable,
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Lakini, pale tunapofanya maamuzi
yao kuwa wazi zaidi,
yao kuwa wazi zaidi,
02:59
they start to attend more
to the opportunity to do good.
to the opportunity to do good.
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wanaanza kutumia nafasi ya
kufanya mema zaidi.
kufanya mema zaidi.
03:03
In other words, what's
so powerful about our approach
so powerful about our approach
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Kwa maneno mengine, kilicho na nguvu
sana kuhusu njia yetu
sana kuhusu njia yetu
03:06
is that it could turn on
people's existing desire to do good,
people's existing desire to do good,
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ni kwamba inaweza ongeza mshawasha
wa kutenda mema,
wa kutenda mema,
03:11
in this case, to help
to prevent a blackout.
to prevent a blackout.
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kwa suala hili, kuzuia kukatika
kwa umeme.
kwa umeme.
03:15
Back to observability.
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Turudi katika uangalizi.
03:16
I want to give you another example.
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Nataka niwape mfano mwingine.
03:18
This one is from a collaboration
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Huu unatoka katika ushirikiano
03:20
with a nonprofit that gets out the vote,
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na taasisi isiyo ya kibiashara
inayohamasisha upigaji kura,
inayohamasisha upigaji kura,
03:22
and it does this by sending hundreds
of thousands of letters every election
of thousands of letters every election
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na inafanya hivi kwa kutuma mamia ya
maelfu ya barua kila uchaguzi
maelfu ya barua kila uchaguzi
03:26
in order to remind people and try
to motivate them to go to the polls.
to motivate them to go to the polls.
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ili kuwakumbusha watu na kujaribu
kuwashawishi kwenda katika uchaguzi.
kuwashawishi kwenda katika uchaguzi.
03:30
We suggested adding
the following sentence:
the following sentence:
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Tulishauri kuongezwa kwa hii sentensi:
03:34
"Someone may call you to find out
about your experience at the polls."
about your experience at the polls."
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"Unaweza pigiwa simu na mtu na kuulizwa
ni namna gani uliuona uchaguzi."
ni namna gani uliuona uchaguzi."
03:38
This sentence makes it feel
more observable when you go to the polls,
more observable when you go to the polls,
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Sentensi hii inafanya uangalizi
zaidi unapoenda katika uchaguzi,
zaidi unapoenda katika uchaguzi,
03:43
and it increased the effect
of the letter by 50 percent.
of the letter by 50 percent.
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na inaongeza matokeo ya
barua kwa asilimia 50.
barua kwa asilimia 50.
03:48
Making the letter more effective reduced
the cost of getting an additional vote
the cost of getting an additional vote
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Kufanya barua kuwa fanisi zaidi kuli-
punguza gharama za kupata kura ya nyongeza
punguza gharama za kupata kura ya nyongeza
03:52
from 70 dollars down to about 40 dollars.
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kutoka dola 70 hadi takribani dola 40.
03:55
Observability has been used to do things
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Uangalizi umetumika kufanya vitu
03:57
like get people
to donate blood more frequently
to donate blood more frequently
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kama kufanya watu kuchangia
damu mara kwa mara
damu mara kwa mara
03:59
by listing the names of donors
on local newsletters,
on local newsletters,
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kwa kuorodhesha majina ya
wachangiaji katika vijarida,
wachangiaji katika vijarida,
04:02
or to pay their taxes on time
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au kulipa kodi kwa wakati
04:05
by listing the names of delinquents
on a public website.
on a public website.
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kwa kuorodhesha majina ya
wakwepaji katika tovuti ya umma.
wakwepaji katika tovuti ya umma.
04:08
(Laughter)
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(Kicheko)
04:12
What about this example?
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Vipi kuhusu huu mfano?
04:14
Toyota got hundreds of thousands of people
to buy a more fuel-efficient car
to buy a more fuel-efficient car
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Toyota ina mamia ya maelfu ya watu wa
kununua magari yatumiayo mafuta vizuri
kununua magari yatumiayo mafuta vizuri
04:18
by making the Prius so unique ...
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kwa kufanya gari la Prius kuwa tofauti ...
04:22
(Laughter)
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(Kicheko)
04:24
that their good deed
was observable from a mile away.
was observable from a mile away.
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kua matendo yao mema yalionekana
kutokea umbali wa maili.
kutokea umbali wa maili.
04:28
(Laughter)
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(Kicheko)
04:30
Alright, so observability is great,
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Sawa, kwa hivyo uangalizi ni bora,
04:33
but we all know, we've all seen
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lakini wote tunajua, wote tumejionea
04:36
people walk by an opportunity to do good.
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watu huipitiliza nafasi ya kufanya mema.
04:40
They'll see somebody
asking for money on the sidewalk
asking for money on the sidewalk
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Watamuona mtu akiomba hela pembeni ya njia
04:43
and they'll pull out their phones
and look really busy,
and look really busy,
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na watatoa simu zao na kuonekana
wapo bize sana,
wapo bize sana,
04:46
or they'll go to the museum and they'll
waltz right on by the donation box.
waltz right on by the donation box.
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au watakwenda makumbusho na watachakacha
pembeni ya boksi la mchango.
pembeni ya boksi la mchango.
04:50
Imagine it's the holiday season
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Fikiria kwamba ni muda wa mapumziko
04:52
and you're going to the supermarket,
and there's a Salvation Army volunteer,
and there's a Salvation Army volunteer,
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na unakwenda supamaketi, na kuna mtu
anayejitolea katika jeshi la wokovu,
anayejitolea katika jeshi la wokovu,
04:56
and he's ringing his bell.
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na anapiga kengele yake.
04:57
A few years ago, researchers in San Diego
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Miaka kadhaa iliyopita, watafiti wa
San Diego
San Diego
04:59
teamed up with a local chapter
from the Salvation Army
from the Salvation Army
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waliungana na tawi la wenyeji
kutoka jeshi la wokovu
kutoka jeshi la wokovu
05:02
to try to find ways to increase donations.
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kutafuta njia za kuongeza michango.
05:06
What they found was kind of funny.
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Walichogundua kilikuwa kinafurahisha.
05:08
When the volunteer
stood in front of just one door,
stood in front of just one door,
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Wanaojitolea waliposimama
mbele ya mlango mmoja,
mbele ya mlango mmoja,
05:12
people would avoid giving
by going out the other door.
by going out the other door.
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watu walikwepa kuchangia kwa
kutokea mlango mwingine.
kutokea mlango mwingine.
05:16
Why?
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Kwanini?
05:19
Well, because they can always claim,
"Oh, I didn't see the volunteer,"
"Oh, I didn't see the volunteer,"
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Kwa sababu muda wote walidai,
"Oh, sijamuona mtu wa kujitolea,"
"Oh, sijamuona mtu wa kujitolea,"
05:22
or, "I wanted to get
something from over there,"
something from over there,"
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au, "Nilikuwa nafata kitu fulani kule,"
05:25
or, "That's where my car is."
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au, "Gari langu lipo huko."
05:27
In other words, there's lots of excuses.
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Kwa maneno mengine, kuna sababu nyingi.
05:30
And that brings us
to the second item on our checklist:
to the second item on our checklist:
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Na hilo linatupeleka katika kitu cha
pili katika listi yetu:
pili katika listi yetu:
05:33
to eliminate excuses.
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kuondoa visingizio.
05:36
In the case of the Salvation Army,
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Katika suala la jeshi la wokovu,
05:38
eliminating excuses just means
standing in front of both doors,
standing in front of both doors,
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kuondoa visingizio ina maana
kusimama katika milango yote,
kusimama katika milango yote,
05:41
and sure enough, when they did this,
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na hakika, walipofanya hivi,
05:43
donations rose.
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michango iliongezeka.
05:47
But that's when things got kind of funny,
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Lakini ndipo ambapo vitu vilianza
kuchekesha,
kuchekesha,
05:49
even funnier.
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kuchekesha zaidi.
05:51
The researchers
were out in the parking lot,
were out in the parking lot,
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Watafiti walikuwa nje katika eneo
la kuegesha magari,
la kuegesha magari,
05:54
and they were counting people
as they came in and out of the store,
as they came in and out of the store,
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na walikuwa wakihesabu watu walipoingia
na kutoka katika duka,
na kutoka katika duka,
05:57
and they noticed that when the volunteers
stood in front of both doors,
stood in front of both doors,
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na waligundua kua pale wanaojitolea
waliposimama mbele ya milango yote,
waliposimama mbele ya milango yote,
06:01
people stopped coming
out of the store at all.
out of the store at all.
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watu waliacha kutoka nje ya duka kabisa.
06:03
(Laughter)
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(Kicheko)
06:06
Obviously, they were surprised by this,
so they decided to look into it further,
so they decided to look into it further,
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Kihalisia, walishangazwa na hili,
hivyo waliamua kuangalia kwa undani,
hivyo waliamua kuangalia kwa undani,
06:11
and that's when they found that there
was actually a third, smaller utility door
was actually a third, smaller utility door
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na ndipo waligundua kwamba kulikuwa
na mlango mdogo wa wafanyakazi
na mlango mdogo wa wafanyakazi
06:16
usually used to take out the recycling --
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kawaida hutoa bidhaa za kutengeneza upya --
06:18
(Laughter)
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(Kicheko)
06:19
and now people were going out that door
in order to avoid the volunteers.
in order to avoid the volunteers.
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na sasa watu walikuwa wanatokea mlango
huo ili kukwepa wanaojitolea.
huo ili kukwepa wanaojitolea.
06:23
(Laughter)
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(Kicheko)
06:26
This teaches us
an important lesson though.
an important lesson though.
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Hii inatufundisha somo muhimu.
06:30
When we're trying to eliminate excuses,
we need to be very thorough,
we need to be very thorough,
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Pale tunapojaribu kuondoa visingizio,
tunatakiwa kuwa makini,
tunatakiwa kuwa makini,
06:34
because people are
really creative in making them.
really creative in making them.
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kwa sababu watu ni wabunifu kweli
kuvitengeneza.
kuvitengeneza.
06:36
(Laughter)
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(Kicheko)
06:41
Alright, I want to switch to a setting
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Sawa, nataka kuhamia katika mpangilio
06:43
where excuses can have
deadly consequences.
deadly consequences.
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ambapo visingizio vinakuwa na
madhara ya mauti.
madhara ya mauti.
06:48
What if I told you that the world's
deadliest infectious disease has a cure,
deadliest infectious disease has a cure,
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Inakuwaje kama ningekuambia kwamba ugonjwa
wa kuambukiza unaoua sana una tiba,
wa kuambukiza unaoua sana una tiba,
06:52
in fact, that it's had one for 70 years,
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kiuwazi, ilikuwa na tiba moja kwa
miaka 70,
miaka 70,
06:55
a good one, one that works
almost every time?
almost every time?
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iliyo bora, ifanyayo kazi karibia
kila wakati?
kila wakati?
06:59
It's incredible, but it's true.
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Ni ajabu, lakini ni kweli.
07:02
The disease is tuberculosis.
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Ugonjwa huu ni kifua kikuu.
07:04
It infects some 10 million people a year,
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Huambukiza watu milioni 10 kwa mwaka,
07:06
and it kills almost two million of them.
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na huua takribani watu milioni mbili yao.
07:09
Like the blackout prevention program,
we've got the solution.
we've got the solution.
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Kama ilivyo programu ya kuzuia kukatika
kwa umeme, tumepata suluhisho.
kwa umeme, tumepata suluhisho.
07:13
The problem is people.
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Tatizo ni watu.
07:16
People need to take their medication
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Watu wanatakiwa kunywa dawa
07:17
so that they're cured,
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ili waweze kupona,
07:19
and so that they don't
get other people sick.
get other people sick.
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na pia wasiweze ambukiza watu wengine.
07:23
For a few years now,
we've been collaborating
we've been collaborating
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Miaka michache sasa,
tumekuwa tukishirikiana
tumekuwa tukishirikiana
07:25
with a mobile health startup
called Keheala
called Keheala
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na taasisi mpya ya afya iitwayo Keheala
07:28
to support TB patients
as they undergo treatment.
as they undergo treatment.
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kusaidia wagonjwa wa kifua kikuu
wakipata matibabu.
wakipata matibabu.
07:31
Now, you have to understand,
TB treatment, it's really tough.
TB treatment, it's really tough.
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Sasa, unatakiwa kuelewa, matibabu ya
kifua kikuu, ni magumu sana.
kifua kikuu, ni magumu sana.
07:34
We're talking about taking
a really strong antibiotic
a really strong antibiotic
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Tunaongelea kuhusu kunywa dawa kali sana
07:37
every single day for six months or more.
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kila siku kwa miezi sita au zaidi.
07:39
That antibiotic is so strong
that it will make you feel sick.
that it will make you feel sick.
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Dawa hiyo ni kali sana mpaka itakufanya
ujisikie mgonjwa.
ujisikie mgonjwa.
07:42
It will make you feel nauseous and dizzy.
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Itakufanya ujisikie kichefuchefu na homa.
07:44
It will make your pee turn funny colors.
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Itafanya mkojo kuwa na rangi za ajabu.
07:46
It's also a problem because
you have to go back to the clinic
you have to go back to the clinic
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Ni tatizo pia kwa sababu unatakiwa
kurudi tena kliniki
kurudi tena kliniki
07:49
about every week
in order to get more pills,
in order to get more pills,
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karibuni kila wiki ili kupata dawa zaidi,
07:52
and in sub-Saharan Africa
or other places where TB is common,
or other places where TB is common,
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na Afrika ya kusini mwa Sahara au sehemu
ambapo kifua kikuu ni janga,
ambapo kifua kikuu ni janga,
07:55
now you're talking
about going someplace pretty far,
about going someplace pretty far,
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sasa unaongelea kuhusu kwenda
sehemu ya mbali kweli,
sehemu ya mbali kweli,
07:58
taking tough and slow public transport,
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na kupanda usafiri wa jumuiya ambao
upo taratibu,
upo taratibu,
08:01
maybe the clinic is inefficient.
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pengine kliniki haina ufanisi.
08:03
So now you're talking about taking
a half day off of work every week
a half day off of work every week
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Sasa unaongelea kuhusu kuchukua
nusu siku kazini kila wiki
nusu siku kazini kila wiki
08:06
from a job you desperately
can't afford to lose.
can't afford to lose.
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kwenye kazi usiyoweza kumudu kuipoteza.
08:09
It's even worse when you consider the fact
that there's a terrible stigma,
that there's a terrible stigma,
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Ni mbaya zaidi ukizingatia ukweli kwamba
kuna unyanyapaa wa kutisha,
kuna unyanyapaa wa kutisha,
08:13
and you desperately don't want people
to find that you have the disease.
to find that you have the disease.
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na kwa namna yoyote hutaki watu
watambue kwamba una ugonjwa.
watambue kwamba una ugonjwa.
08:16
Some of the toughest stories we hear
are actually from women
are actually from women
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Baadhi ya simulizi tunazosikia huwa
zinasimuliwa na wanawake
zinasimuliwa na wanawake
08:19
who, in these places where
domestic violence can be kind of common,
domestic violence can be kind of common,
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ambao, katika sehemu hizi ambapo ukatil
wa kijinsia ni suala la kawaida,
wa kijinsia ni suala la kawaida,
08:23
they tell us that they have to
hide it from their husbands
hide it from their husbands
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wanatuambia kwamba wanahitajika
kuficha kwa waume zao
kuficha kwa waume zao
08:26
that they're coming to the clinic.
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kwamba wanakwenda kliniki.
08:29
So it's no surprise
that people don't complete treatment.
that people don't complete treatment.
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Hivyo siyo jambo la kushangaza
kua watu hawamalizi tiba.
kua watu hawamalizi tiba.
08:33
Can our approach really help them?
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Mikakati yetu inaweza kuwasaidia kweli?
08:36
Can we really get them to stick it out?
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Tutawasaidia kweli kupona?
08:40
Yeah.
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Ndiyo.
08:42
Every day, we text patients
to remind them to take their medication,
to remind them to take their medication,
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Kila siku, tunawatumia wagonjwa ujumbe
wa simu kuwakumbusha kunywa dawa,
wa simu kuwakumbusha kunywa dawa,
08:46
but if we stopped there,
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lakini kama tungekwama pale,
08:47
there'd be lots of excuses.
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kungekuwa na visingizio vingi.
08:49
"Well, I didn't see the text."
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"Basi, sikuona ujumbe."
08:51
Or, "You know, I saw the text,
but then I totally forgot,
but then I totally forgot,
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Au, "Unajua, niliona ujumbe,
ila nikasahau kabisa
ila nikasahau kabisa
08:54
put the phone down
and I just forgot about it."
and I just forgot about it."
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niliweka simu chini na nikasahau."
08:56
Or, "I lent the phone out to my mom."
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Au, "Nilimuazima mama yangu simu."
08:59
We have to eliminate these excuses
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Tunatakiwa kuondokana na hivi visingizio
09:01
and we do that by asking patients
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na tunafanya hivyo kwa kuwauliza wagonjwa
09:03
to log in and verify
that they've taken their medication.
that they've taken their medication.
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kujiandikisha na kuthibitisha kwamba
wamekunywa dawa.
wamekunywa dawa.
09:07
If they don't log in, we text them again.
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Kama wasipojisajili, tunawatumia
ujumbe tena.
ujumbe tena.
09:09
If they don't log in,
we text them yet again.
we text them yet again.
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Kama hawajisajili, tunawatumia
ujumbe tena.
ujumbe tena.
09:12
If, after three times,
they still haven't verified,
they still haven't verified,
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Kama, baada ya mara tatu
bado hawajathibitisha,
bado hawajathibitisha,
09:16
we notify a team of supporters
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tunawajulisha timu ya wahisani
09:17
and that team will call and text them
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na timu hiyo itawapigia na kuwatumia
ujumbe
ujumbe
09:20
to try to get them back on the wagon.
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ili waweze kunywa dawa.
09:22
No excuses.
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Hamna visingizio.
09:25
Our approach, which, admittedly,
uses all sorts of behavioral techniques,
uses all sorts of behavioral techniques,
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Mkakati wetu, ambao, kwa kukubali,
unatumia njia zote za kuelewa tabia,
unatumia njia zote za kuelewa tabia,
09:29
including, as you've
probably noticed, observability,
probably noticed, observability,
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ukijumuisha, kama ambavyo
umegundua, uangalizi,
umegundua, uangalizi,
09:32
it was very effective.
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ulikuwa na ufanisi sana.
09:34
Patients without access to our platform
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Wagonjwa wasiopata huduma yetu
09:37
were three times more likely
not to complete treatment.
not to complete treatment.
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walikuwa na nafasi mara tatu
zaidi kutomaliza tiba yao.
zaidi kutomaliza tiba yao.
09:43
Alright,
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Sawa,
09:44
you've increased observability,
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umeongeza uangalizi.
09:46
you've eliminated excuses,
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umeondoa visingizio,
09:48
but there's still a third thing
you need to be aware of.
you need to be aware of.
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lakini kuna jambo la tatu ambalo
unatakiwa litambua.
unatakiwa litambua.
09:52
If you've been to Washington, DC
or Japan or London,
or Japan or London,
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Kama umewahi fika Washington, DC
au Japan au London,
au Japan au London,
09:56
you know that metro riders there
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unajua kua waendesha treni kule
09:57
will be very careful to stand
on the right-hand side of the escalator
on the right-hand side of the escalator
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huwa waangalifu kusimama kwenye
upande wa kulia wa kiinuzi
upande wa kulia wa kiinuzi
10:01
so that people can go by on the left.
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ili watu waweze kupita upande wa kushoto
10:04
But unfortunately,
not everywhere is that the norm,
not everywhere is that the norm,
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Lakini bahati mbaya,
si kote kuna huo utaratibu,
si kote kuna huo utaratibu,
10:06
and there's plenty of places
where you can just stand on both sides
where you can just stand on both sides
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na kuna sehemu nyingi
ambapo unaweza kusimama pande zote
ambapo unaweza kusimama pande zote
na kuzuia kiinuzi.
10:09
and block the escalator.
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10:11
Obviously, it's better for others
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Hakika, ni bora kwa wengine
10:12
when we stand on the right
and let them go by,
and let them go by,
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tunaposimama upande wa kulia
na kuwaacha wapite,
na kuwaacha wapite,
10:15
but we're only expected
to do that some places.
to do that some places.
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lakini tunategemewa kufanya
hivyo baadhi ya sehemu.
hivyo baadhi ya sehemu.
10:18
This is a general phenomenon.
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Hii ni suala la jumla.
10:20
Sometimes we're expected to do good
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Wakati mwingine tunagemewa kufanya mema
10:22
and sometimes not,
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na wakati mwingine si hivyo,
10:24
and it means that people
are really sensitive to cues
are really sensitive to cues
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na inamaanisha kua watu wanachukulia
uzito sana suala la foleni
uzito sana suala la foleni
10:27
that they're expected to do good
in a particular situation,
in a particular situation,
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na wanategemewa kufanya mema
katika suala kama hilo,
katika suala kama hilo,
10:31
which brings us to the third
and final item on our checklist:
and final item on our checklist:
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ambapo inatupeleka katika jambo la tatu
na la mwisho katika listi yetu:
na la mwisho katika listi yetu:
10:35
to communicate expectations,
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kufanya mawasiliano ya mategemeo,
10:37
to tell people,
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kuwaambia watu,
10:38
"Do the good deed right now."
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"Fanya jambo jema sasa hivi."
10:42
Here's a simple way
to communicate expectations;
to communicate expectations;
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Hii ni njia rahisi ya
kuwasilisha mategemeo;
kuwasilisha mategemeo;
10:44
simply tell them, "Hey, everybody else
is doing the good deed."
is doing the good deed."
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kwa urahisi waambie, "Jamani, kila mtu
anafanya matendo mema."
anafanya matendo mema."
10:48
The company Opower
sends people in their electricity bill
sends people in their electricity bill
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Kampuni ya Opower hutumia watu
katika ankara zao za umeme
katika ankara zao za umeme
10:52
a small insert that compares
their energy consumption
their energy consumption
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maelezo madogo ambayo hulinganisha
matumizi yao ya nishati
matumizi yao ya nishati
10:55
with that of people
with similarly sized homes.
with similarly sized homes.
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na wale walio na nyumba ambazo
zinafanana ukubwa na wao.
zinafanana ukubwa na wao.
10:59
And when people find out that their
neighbors are using less electricity,
neighbors are using less electricity,
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Na pale watu wanapogundua kwamba
majirani zao wanatumia umeme kidogo,
majirani zao wanatumia umeme kidogo,
11:02
they start to consume less.
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wanaanza kutumia umeme kidogo pia.
11:04
That same approach, it's been used
to get people to vote or give to charity
to get people to vote or give to charity
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Mkakati huo, umetumika kuwafanya watu
kupiga kura au kutoa misaada
kupiga kura au kutoa misaada
11:08
or even reuse their towels in hotels.
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au kutumia tena mataulo katika hoteli.
11:12
What about this one?
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Vipi kuhusu hili?
11:14
Here's another way
to communicate expectations;
to communicate expectations;
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Hii ni namna nyingine ya
kuwasilisha mategemeo;
kuwasilisha mategemeo;
11:16
simply do it by saying, "Do the good deed"
just at the right time.
just at the right time.
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kwa urahisi fanya kwa kusema,
"Tenda yaliyo mema" kwa mda unaofaa.
"Tenda yaliyo mema" kwa mda unaofaa.
11:23
What about this one?
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Vipi kuhusu hii?
11:26
This ticker reframes
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Hii inatengeneza picha
11:28
the kind of mundane task
of turning off the lights
of turning off the lights
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ya namna ya kidunia ya kuzima taa
11:31
and turns it instead
into an environmental contribution.
into an environmental contribution.
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na kuwasha katika mchango wa kimazingira.
11:36
The bottom line is,
lots of different ways to do this,
lots of different ways to do this,
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Hitimisho ni kwamba,
njia nyingi za kufanya hili,
njia nyingi za kufanya hili,
11:39
lots of ways to communicate expectations.
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namna nyingi za kuwasilisha mategemeo.
11:41
Just don't forget to do it.
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Usisahau kufanya.
11:43
And that's it.
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Hivyo tu.
11:44
That's our checklist.
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Hiyo ndiyo listi yetu.
11:48
Many of you are working on problems
with important social consequences,
with important social consequences,
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Wengi wenu mnashughulikia matatizo
muhimu yaliyo na madhara kwa jamii,
muhimu yaliyo na madhara kwa jamii,
11:52
and sometimes you might need
to motivate people to do more good.
to motivate people to do more good.
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na muda mwingine mnaweza hitaji
kuwahamasisha watu kutenda mema.
kuwahamasisha watu kutenda mema.
11:57
The tools you learned today
can help you with this.
can help you with this.
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Somo la leo linaweza kukusaidia kwa hilo.
12:00
And these tools, they don't require
that you raise additional funds
that you raise additional funds
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Na somo hili, haliihitaji kufanya
harambee ya kuongeza fungu
harambee ya kuongeza fungu
12:03
or that you develop
any more fancy technologies.
any more fancy technologies.
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au kuunda teknolojia iliyo na nakshi.
12:06
They just require harnessing reputations
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Inahitaji kuweza kupata sifa
12:09
by increasing observability,
eliminating excuses
eliminating excuses
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kwa kuongeza uangalizi, kuondoa visingizio
12:12
and communicating expectations.
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na kuwasilisha mategemeo.
12:16
Thank you.
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Asante.
12:17
(Applause)
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(Makofi)
ABOUT THE SPEAKER
Erez Yoeli - Research scientistErez Yoeli's research focuses on altruism: understanding how it works and how to promote it.
Why you should listen
Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.
Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post.
Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.
Erez Yoeli | Speaker | TED.com