TED2012
Nancy Lublin: Texting that saves lives
Nancy Lublin: SMS – poruke koje spašavaju živote
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Kad je Nancy Lublin počela slati SMS-poruke tinejdžerima kako bi joj pomogli s njezinom organizacijom koja zagovara socijalne promjene, dogodilo joj se nešto šokantno – oni su joj počeli odgovarati i pisati joj o svojim, privatnim problemima – od nasilja, preko depresije, do zlostavljanja. Zato ona uspostavlja hitnu SMS-liniju čiji će rezultati možda biti važniji nego što je očekivala.
Nancy Lublin - Activist
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
Double-click the English transcript below to play the video.
00:18
To most of you, this is a device
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Za većinu vas, ovo je uređaj
00:19
to buy, sell, play games,
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kojim kupujete, prodajete, igrate igrice,
00:22
watch videos.
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gledate videa.
00:24
I think it might be a lifeline.
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Ja mislim da bi ovo mogla biti linija života.
00:26
I think actually it might be able to save more lives
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Zapravo, smatram da bi moglo spasiti više života
00:29
than penicillin.
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od penicilina.
00:30
Texting:
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Pisanje SMS - poruka
00:32
I know I say texting and a lot of you think sexting,
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Znam, kad kažem pisanje poruka, mnogi od vas pomisle na poruke povezane sa seksom
00:35
a lot of you think about the lewd photos that you see --
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mnogi se od vas sjete nepristojnih slika koje viđate –
00:38
hopefully not your kids sending to somebody else --
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nadajući se da ih vaša djeca nikome ne šalju –
i
i
00:41
or trying to translate the abbreviations
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li pokušavate prevesti kratice
00:42
LOL, LMAO, HMU.
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LOL, LMAO, HMU.
00:45
I can help you with those later.
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S tim Vam mogu pomoći kasnije.
00:47
But the parents in the room
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Ali, svi roditelji u ovoj prostoriji
00:49
know that texting is actually
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znaju da je pisanje poruka, zapravo,
00:51
the best way to communicate with your kids.
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najbolji način komunikacije s Vašom djecom.
00:53
It might be the only way to communicate with your kids.
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Možda i jedini način komunikacije s Vašom djecom.
00:56
(Laughter)
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(Smijeh)
00:58
The average teenager sends 3,339 text messages a month,
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Prosječan tinejdžer pošalje 3 339 SMS – poruka mjesečno,
01:03
unless she's a girl, then it's closer to 4,000.
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ukoliko je djevojka, onda je bliže 4 000.
01:06
And the secret is she opens every single one.
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I tajna je u tome da ona otvori svaku poruku koju dobije.
01:10
Texting has a 100 percent open rate.
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SMS – poruke imaju stopostotnu stopu otvaranja.
01:13
Now the parents are really alarmed.
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Roditelji su sada uistinu alarmirani.
01:15
It's a 100 percent open rate
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To je stopostotna stopa otvaranja
01:17
even if she doesn't respond to you
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čak i ako Vam ona ne odgovori
01:18
when you ask her when she's coming home for dinner.
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kad ju pitate kada dolazi kući na večeru.
01:20
I promise she read that text.
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Obećajem Vam da je pročitala poruku.
01:22
And this isn't some suburban iPhone-using teen phenomenon.
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I ovo nije fenomen kod nekih tinejdžera iz predgrađa koji se koriste iPhone-ima.
01:28
Texting actually overindexes
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Pisanje se SMS – poruka, zapravo, učestalije pojavljuje
01:29
for minority and urban youth.
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kod manjina i urbane mladeži.
01:31
I know this because at DoSomething.org,
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Ovo znam jer smo se na DoSomething.org,
01:34
which is the largest organization
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koja je najveća organizacija
01:36
for teenagers and social change in America,
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za tinejdžere i socijalne promjene u Americi,
01:39
about six months ago we pivoted
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prije 6 mjeseci preusmjerili
01:40
and started focusing on text messaging.
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i počeli fokusirati na SMS-poruke.
01:42
We're now texting out to about 200,000 kids a week
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Sada pišemo 200 000 poruka djeci tjedno
01:46
about doing our campaigns to make their schools more green
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o pokretanju naših projekata kako bismo učinili njihove škole ekološki osvještenijima
01:49
or to work on homeless issues and things like that.
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ili kako bismo radili na problemu beskućnika i stvari poput toga.
01:52
We're finding it 11 times more powerful than email.
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Smatramo da je slanje SMS-poruka 11 puta učinkovitije od e-maila.
01:55
We've also found an unintended consequence.
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Također, doživjeli smo neočekivane posljedice.
02:01
We've been getting text messages back like these.
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Počeli smo natrag primati SMS – poruke poput ovih:
02:04
"I don't want to go to school today.
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„Danas ne želim ići u školu.
02:08
The boys call me faggot."
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Drugi me dječaci nazivaju homoseksualcem.“
02:10
"I was cutting, my parents found out,
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„Rezala sam se, ali su moji roditelji saznali,
02:14
and so I stopped.
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pa sam prestala.
02:16
But I just started again an hour ago."
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Ali upravo sam počela ponovno, prije sat vremena.“
02:18
Or, "He won't stop raping me.
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ili „Ne prestaje me silovati.
02:21
He told me not to tell anyone.
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Rekao mi je da nikome ne kažem.
02:23
It's my dad. Are you there?"
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Radi se o mom ocu. Jeste li tu?“
02:26
That last one's an actual text message that we received.
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Ovu smo zadnju poruku uistinu primili.
02:29
And yeah, we're there.
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I da, bili smo tamo.
02:32
I will not forget the day we got that text message.
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Nikad neću zaboraviti dan kada smo dobili tu SMS-poruku.
02:34
And so it was that day that we decided
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I to je bio dan kada smo odlučili
02:36
we needed to build a crisis text hotline.
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da trebamo napraviti hitnu liniju za SMS-poruke.
02:40
Because this isn't what we do.
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Jer to nije ono čime se bavimo.
02:41
We do social change.
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Mi se bavimo socijalnim promjenama.
02:42
Kids are just sending us these text messages
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Djeca nam jednostavno šalju takve poruke
02:44
because texting is so familiar and comfortable to them
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jer je slanje SMS-poruka njima toliko poznato i uobičajeno
02:47
and there's nowhere else to turn
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i nemaju se kome obratiti
02:49
that they're sending them to us.
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pa ih šalju nama.
02:52
So think about it, a text hotline; it's pretty powerful.
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Razmislite o tome – hitna linija za SMS-poruke, prilično je moćna ideja.
02:54
It's fast, it's pretty private.
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Brzo je, prilično je privatno.
02:56
No one hears you in a stall, you're just texting quietly.
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Nitko Vas ne može prisluškivati, samo tiho natipkate poruku.
02:59
It's real time.
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Pravo je vrijeme.
03:01
We can help millions of teens with counseling and referrals.
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Možemo pomoći milijunima tinejdžera savjetovanjem i upućivanjem.
03:04
That's great.
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To je odlično.
03:07
But the thing that really makes this awesome is the data.
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Ali stvar koja sve ovo čini uistinu izvanrednim jest baza podataka.
03:11
Because I'm not really comfortable just helping that girl
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Zato što ja neću biti potpuno mirna ukoliko toj djevojci damo
03:14
with counseling and referrals.
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samo savjete i upute.
03:15
I want to prevent this shit from happening.
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Ja želim u potpunosti spriječiti ove stvari.
03:19
So think about a cop.
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Sjetite se policajca.
03:22
There's something in New York City.
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Postoji nešto u New Yorku.
03:24
The police did it. It used to be just guess work, police work.
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Policija je to činila. Prije je to bio samo rad, običan rad policije.
03:26
And then they started crime mapping.
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A tada su započeli mapiranje zločina.
03:30
And so they started following and watching
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I počeli su pratiti i nadgledati
03:31
petty thefts, summonses, all kinds of things --
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sitne krađe, pozive, svakakve stvari –
03:34
charting the future essentially.
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u biti, predviđati budućnost.
03:36
And they found things like,
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I tada su otkrili stvari poput,
03:39
when you see crystal meth on the street,
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kada vidite kristalni met na ulici,
03:40
if you add police presence,
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ukoliko dodate prisutnost policije,
03:42
you can curb the otherwise inevitable spate
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možete spriječiti, inače, neminovnu bujicu
03:45
of assaults and robberies that would happen.
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napada i pljački koja bi se dogodila.
03:49
In fact, the year after
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Zapravo, godinu dana nakon
03:50
the NYPD put CompStat in place,
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što je njuroška policija postavila CompStat
03:53
the murder rate fell 60 percent.
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stopa je ubojstava opala za 60%.
03:56
So think about the data from a crisis text line.
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Zato razmislite o bazi podataka skupljenoj na hitnoj SMS-liniji.
04:00
There is no census on bullying and dating abuse
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Trenutno ne postoji nikakav popis ljudi povezanih s nasiljem i seksualnim zlostavljanjem
04:04
and eating disorders and cutting and rape --
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i poremećajima prehrane i samoozljeđivanjem i silovanjem –
04:07
no census.
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nikakav popis.
04:08
Maybe there's some studies, some longitudinal studies,
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Možda postoje nekakve studije, nekakve longitudinalne studije,
04:11
that cost lots of money and took lots of time.
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koje puno koštaju i oduzimaju previše vremena.
04:13
Or maybe there's some anecdotal evidence.
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Ili možda postoji kakav anegdotičan dokaz.
04:16
Imagine having real time data
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Zamislite da imamo pravu, aktualnu bazu podataka
04:19
on every one of those issues.
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za svaki od ovih problema.
04:20
You could inform legislation.
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Mogli biste obavijestiti zakonodavstvo.
04:22
You could inform school policy.
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Mogli biste obavijestiti školsku upravu.
04:24
You could say to a principal,
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Mogli biste reći ravnatelju:
04:26
"You're having a problem every Thursday at three o'clock.
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„Imate problem svakoga četvrtka u 15 sati.
04:29
What's going on in your school?"
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Što se događa u Vašoj školi?„
04:31
You could see the immediate impact of legislation
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Mogli biste vidjeti izravan učinak zakonodavstva
04:33
or a hateful speech that somebody gives in a school assembly
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ili govor mržnje koji bi netko održao u školskoj skupštini
04:36
and see what happens as a result.
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i vidjeti čime će to rezultirati.
04:39
This is really, to me,
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Ovo je, za mene, uistinu
04:41
the power of texting and the power of data.
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prava moć SMS – poruka i prava moć prikupljanja podataka.
04:44
Because while people are talking about data,
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Jer dok ljudi pričaju o bazama podataka,
04:46
making it possible for Facebook
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čineći mogućim da Facebook
04:48
to mine my friend from the third grade,
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iskopa mog prijatelja iz trećeg razreda,
04:50
or Target to know when it's time for me to buy more diapers,
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ili da Target zna kada je vrijeme da kupim još pelena,
04:53
or some dude to build a better baseball team,
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ili da neki tip sastavi bolji tim za baseball,
04:56
I'm actually really excited about the power of data and the power of texting
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mene, zapravo, uistinu veseli potencijalna moć koju baze podataka i SMS – poruke imaju
05:01
to help that kid go to school,
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da pomognu djeci da odu u školu,
05:03
to help that girl stop cutting in the bathroom
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da pomognu toj djevojci da se prestane rezati u kupaonici
05:06
and absolutely to help that girl whose father's raping her.
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i da pomognu toj djevojci koju otac siluje.
05:09
Thank you.
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Hvala Vam.
05:12
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Nancy Lublin - ActivistAs the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives.
Why you should listen
Nancy Lublin is Founder and CEO of Crisis Text Line, the nations first free, 24/7 text line for people in crisis. To date, almost 10 million text messages have come through the text line.
Nancy recently left her post as CEO of DoSomething.org, one of the largest global organizations for young people and social change. Previously, she founded Dress for Success, the organization that helps women transition from welfare to work.
Nancy Lublin | Speaker | TED.com