TED Residency
Jeff Kirschner: This app makes it fun to pick up litter
傑夫·克爾施納: 這款行動應用程式，讓撿垃圾變得有趣
Filmed:
Readability: 4.2
1,385,758 views
地球之大，環境保護必須落實。透過 Litterati －－ 一個提供使用者，將全世界的垃圾進行辨識、收集、標記位置的行動應用程式，TED 演講者傑夫·克爾施納創造了一個以「群眾外包」來清理地球的社群。追蹤了一百多個國家的垃圾之後，克爾施納希望利用這些數據，與業者及民間組織共同合作，以減少垃圾被丟棄。
Jeff Kirschner - Entrepreneur
Jeff Kirschner created a global community that's eradicating litter one piece at a time. Full bio
Jeff Kirschner created a global community that's eradicating litter one piece at a time. Full bio
Double-click the English transcript below to play the video.
00:13
This story starts with these two --
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故事是從這兩位開始的──
我的孩子們。
00:16
my kids.
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00:17
We were hiking in the Oakland woods
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當時我們在奧克蘭森林健行，
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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我的女兒發現河裡有個塑膠貓砂盆。
00:23
She looked at me and said,
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她看著我說：
00:25
"Daddy?
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「爸比？」
00:27
That doesn't go there."
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「這不應該在這裡。」
00:29
When she said that,
it reminded me of summer camp.
it reminded me of summer camp.
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這句話讓我聯想到夏令營。
00:31
On the morning of visiting day,
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在開放家長參觀日的早上，
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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在著急的家長來到營地門口之前，
營地指揮官會說：
00:37
our camp director would say,
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「快！每個人要撿 5 件垃圾。」
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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幾百位孩子，每個人撿 5 件垃圾，
00:43
and pretty soon, you've got
a much cleaner camp.
a much cleaner camp.
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很快的，營區變得乾淨許多。
00:46
So I thought,
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於是我在想，
00:47
why not apply that crowdsourced
cleanup model to the entire planet?
cleanup model to the entire planet?
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為何不將這種「群眾外包」的
清理方式套用在整個地球上？
清理方式套用在整個地球上？
00:52
And that was the inspiration
for Litterati.
for Litterati.
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這就是 "Litterati"
愛垃圾活動的起源。
愛垃圾活動的起源。
00:55
The vision is to create
a litter-free world.
a litter-free world.
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目的是創造「零垃圾」的世界。
00:58
Let me show you how it started.
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事情是這樣開始的：
01:00
I took a picture of a cigarette
using Instagram.
using Instagram.
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我用 Instagram 拍了張香煙的照片，
01:04
Then I took another photo ...
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再拍另一張照片……
再一張……
01:06
and another photo ...
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又一張。
01:07
and another photo.
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01:08
And I noticed two things:
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我注意到兩件事：
01:10
one, litter became artistic
and approachable;
and approachable;
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第一，垃圾變得更有藝術感，
也更容易親近。
也更容易親近。
01:14
and two,
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第二，
經過幾天之後，
我總共拍了 50 張照片，
我總共拍了 50 張照片，
01:15
at the end of a few days,
I had 50 photos on my phone
I had 50 photos on my phone
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每張照片都是我所撿的垃圾，
01:17
and I had picked up each piece,
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01:19
and I realized that I was keeping a record
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我發現我正在紀錄著
01:21
of the positive impact
I was having on the planet.
I was having on the planet.
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我對於地球的正面影響。
01:25
That's 50 less things that you might see,
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減少的這 50 件垃圾，
可能是你會看到的、
可能是你會看到的、
01:27
or you might step on,
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你可能踩到的、
01:28
or some bird might eat.
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甚至是某些鳥類可能誤食的。
01:30
So I started telling people
what I was doing,
what I was doing,
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因此我開始向大家說明
我正在做的事，
我正在做的事，
01:33
and they started participating.
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而大家也跟著參與。
01:36
One day,
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有一天，
01:38
this photo showed up from China.
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在中國出現了這張照片。
01:42
And that's when I realized
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當時我意識到，
01:43
that Litterati was more
than just pretty pictures;
than just pretty pictures;
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Litterati 不是只有漂亮的照片而已，
01:46
we were becoming a community
that was collecting data.
that was collecting data.
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我們漸漸形成一個
收集資料的社群。
收集資料的社群。
01:50
Each photo tells a story.
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每張照片背後都有一個故事，
01:53
It tells us who picked up what,
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包括誰撿了什麼垃圾、
01:55
a geotag tells us where
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在哪裡撿的、
01:57
and a time stamp tells us when.
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以及什麼時候撿的。
因此我做了一張 Google 地圖，
02:00
So I built a Google map,
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02:02
and started plotting the points
where pieces were being picked up.
where pieces were being picked up.
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開始標示出垃圾被檢起的地點。
02:06
And through that process,
the community grew
the community grew
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隨著這個過程，社群逐漸擴大了，
02:10
and the data grew.
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資料也增加了。
02:12
My two kids go to school
right in that bullseye.
right in that bullseye.
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地圖中間的區域，
就是我家小孩就讀的學校。
就是我家小孩就讀的學校。
02:17
Litter:
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垃圾：
02:18
it's blending into
the background of our lives.
the background of our lives.
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正悄悄與我們共存。
但如果我們將它放大檢視？
02:21
But what if we brought it
to the forefront?
to the forefront?
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02:23
What if we understood exactly
what was on our streets,
what was on our streets,
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如果我們能注意到街道上、
人行道上和校園裡有什麼垃圾，
02:26
our sidewalks
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02:27
and our school yards?
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將會變得如何？
02:29
How might we use that data
to make a difference?
to make a difference?
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我們要如何利用數據改變現況？
02:33
Well, let me show you.
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好，讓我來告訴你們。
02:34
The first is with cities.
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首先，將數據與城市結合。
02:36
San Francisco wanted to understand
what percentage of litter was cigarettes.
what percentage of litter was cigarettes.
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舊金山想知道垃圾之中
有多少比例是煙蒂。
有多少比例是煙蒂。
02:41
Why?
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為什麼？
02:42
To create a tax.
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為了增加一種稅收。
02:44
So they put a couple of people
in the streets
in the streets
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他們請人到街道上，
帶著筆與寫字板，
02:46
with pencils and clipboards,
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到處收集資料，
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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並決定販售香菸時，
每包收 20 美分的稅。
每包收 20 美分的稅。
02:53
And then they got sued
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然後他們被大型菸草業者控告，
02:55
by big tobacco,
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02:57
who claimed that collecting information
with pencils and clipboards
with pencils and clipboards
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業者主張，用紙筆收集資料的方式，
既不準確也不可靠。
03:00
is neither precise nor provable.
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03:03
The city called me and asked
if our technology could help.
if our technology could help.
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市政府找上我，
希望我們的技術能提供協助。
希望我們的技術能提供協助。
03:07
I'm not sure they realized
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我不確定他們是否知道：
03:08
that our technology
was my Instagram account --
was my Instagram account --
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我們的技術就是
我的 Instagram 帳號。
我的 Instagram 帳號。
03:10
(Laughter)
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（笑聲）
但我說：「是的，當然可以！」
03:11
But I said, "Yes, we can."
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03:13
(Laughter)
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（笑聲）
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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「我們還能分辨香菸的牌子
是百樂門或是寶馬。
是百樂門或是寶馬。
03:18
Plus, every photograph
is geotagged and time-stamped,
is geotagged and time-stamped,
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而且，每張照片
還能標示位置及時間，
還能標示位置及時間，
03:21
providing you with proof."
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提供給你們作為證據。」
03:23
Four days and 5,000 pieces later,
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經過 4 天，撿了 5,000 件垃圾之後，
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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我們的資料在開庭時被採納，
不僅捍衛了我方的主張，
還讓稅收增加一倍，
還讓稅收增加一倍，
03:32
generating an annual recurring revenue
of four million dollars
of four million dollars
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產生每年四百萬美金的經常性收入，
而且舊金山街道也變得更乾淨了。
03:36
for San Francisco to clean itself up.
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03:40
Now, during that process
I learned two things:
I learned two things:
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從這個過程中，我學到兩件事：
第一，Instagram
並不是適當的工具──
並不是適當的工具──
03:42
one, Instagram is not the right tool --
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03:44
(Laughter)
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（笑聲）
因此，我們研發了專屬的應用程式。
03:45
so we built an app.
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03:47
And two, if you think about it,
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第二，如果你試著想一想，
在世界上每座城市，
都有獨特的垃圾指紋，
都有獨特的垃圾指紋，
03:49
every city in the world
has a unique litter fingerprint,
has a unique litter fingerprint,
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03:52
and that fingerprint provides
both the source of the problem
both the source of the problem
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而這些指紋不僅可以
提供問題的根源，
提供問題的根源，
03:56
and the path to the solution.
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還能告訴你解決的方法。
03:59
If you could generate a revenue stream
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如果能藉由瞭解煙蒂的比例
04:02
just by understanding
the percentage of cigarettes,
the percentage of cigarettes,
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來增加收益來源，
04:04
well, what about coffee cups
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那如果用在咖啡紙杯、
04:06
or soda cans
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汽水罐，
04:08
or plastic bottles?
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或是塑膠瓶呢？
04:10
If you could fingerprint San Francisco,
well, how about Oakland
well, how about Oakland
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如果能找出舊金山的垃圾指紋，
那奧克蘭呢？
04:13
or Amsterdam
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阿姆斯特丹？
04:15
or somewhere much closer to home?
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或是某個離家更近的地方？
04:19
And what about brands?
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另外如果用在品牌上呢？
04:20
How might they use this data
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要如何利用數據，
04:22
to align their environmental
and economic interests?
and economic interests?
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使環保和經濟的效益達到一致？
04:27
There's a block in downtown Oakland
that's covered in blight.
that's covered in blight.
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在奧克蘭市區，有一個荒廢的區域，
04:31
The Litterati community got together
and picked up 1,500 pieces.
and picked up 1,500 pieces.
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Litterati 社群在那裡撿了
1,500 件垃圾，
1,500 件垃圾，
我們從當中得知一件事：
04:35
And here's what we learned:
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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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大部分的垃圾來自於
某間知名的墨西哥餐廳。
某間知名的墨西哥餐廳。
04:41
Most of that brand's litter
were their own hot sauce packets,
were their own hot sauce packets,
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其中大部分的垃圾
是餐廳的辣椒醬包，
是餐廳的辣椒醬包，
04:46
and most of those hot sauce packets
hadn't even been opened.
hadn't even been opened.
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而且這些辣椒醬包
幾乎都沒被打開過。
幾乎都沒被打開過。
04:51
The problem and the path
to the solution --
to the solution --
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所以這個問題的解決方法是──
04:54
well, maybe that brand only
gives out hot sauce upon request
gives out hot sauce upon request
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也許餐廳可以在
客人要求時才給醬包，
客人要求時才給醬包，
04:58
or installs bulk dispensers
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或是安裝自助式醬料機，
05:00
or comes up with more
sustainable packaging.
sustainable packaging.
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或是研發更環保的包裝方式。
05:03
How does a brand take
an environmental hazard,
an environmental hazard,
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業者要如何將環境危害，
05:06
turn it into an economic engine
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轉變成經濟上的驅動力，
05:08
and become an industry hero?
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並成為產業的領導品牌？
05:11
If you really want to create change,
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如果你真的想要改變，
05:13
there's no better place to start
than with our kids.
than with our kids.
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最好的方法就是從孩子開始。
05:16
A group of fifth graders picked up
1,247 pieces of litter
1,247 pieces of litter
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有一群國小五年級學生
在校園裡撿了 1,247 件垃圾。
05:19
just on their school yard.
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05:21
And they learned that the most
common type of litter
common type of litter
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他們發現最常見的垃圾，
是來自學校餐廳的吸管塑膠外套。
05:24
were the plastic straw wrappers
from their own cafeteria.
from their own cafeteria.
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05:27
So these kids went
to their principal and asked,
to their principal and asked,
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於是這群孩子們去問校長：
05:30
"Why are we still buying straws?"
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「為什麼我們還要採購吸管呢？」
05:33
And they stopped.
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然後他們停止提供吸管了。
05:34
And they learned that individually
they could each make a difference,
they could each make a difference,
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他們學習到，靠個人的力量
固然能帶來一些改變，
固然能帶來一些改變，
05:38
but together they created an impact.
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但是當一群人聚集起來，
才能產生影響。
才能產生影響。
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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無論你是學生還是科學家，
05:45
whether you live in Honolulu or Hanoi,
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住在夏威夷的檀香山，
還是越南的河內市，
還是越南的河內市，
05:48
this is a community for everyone.
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Litterati 社群是屬於每個人的。
05:51
It started because of two little kids
in the Northern California woods,
in the Northern California woods,
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它起源於兩個小毛頭
在北加州森林的發現，
在北加州森林的發現，
到了今天，範圍已遍佈全球各地。
05:56
and today it's spread across the world.
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05:59
And you know how we're getting there?
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我們是如何辦到的？
只要隨手撿起垃圾。
06:02
One piece at a time.
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06:04
Thank you.
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謝謝。
06:05
(Applause)
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（掌聲）
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