my kids.

故事是從這兩位開始的──

We were hiking in the Oakland woods

我的孩子們。

when my daughter noticed a plastic tub of cat litter in a creek.

當時我們在奧克蘭森林健行，

She looked at me and said,

我的女兒發現河裡有個塑膠貓砂盆。

"Daddy?

她看著我說：

That doesn't go there."

「爸比？」

When she said that, it reminded me of summer camp.

「這不應該在這裡。」

On the morning of visiting day,

這句話讓我聯想到夏令營。

right before they'd let our anxious parents come barreling through the gates,

在開放家長參觀日的早上，

our camp director would say,

在著急的家長來到營地門口之前，

"Quick! Everyone pick up five pieces of litter."

營地指揮官會說：

You get a couple hundred kids each picking up five pieces,

「快！每個人要撿 5 件垃圾。」

and pretty soon, you've got a much cleaner camp.

幾百位孩子，每個人撿 5 件垃圾，

So I thought,

很快的，營區變得乾淨許多。

why not apply that crowdsourced cleanup model to the entire planet?

於是我在想，

And that was the inspiration for Litterati.

為何不將這種「群眾外包」的 清理方式套用在整個地球上？

The vision is to create a litter-free world.

這就是 "Litterati" 愛垃圾活動的起源。

Let me show you how it started.

目的是創造「零垃圾」的世界。

I took a picture of a cigarette using Instagram.

事情是這樣開始的：

Then I took another photo ...

我用 Instagram 拍了張香煙的照片，

and another photo ...

再拍另一張照片……

and another photo.

再一張……

And I noticed two things:

又一張。

one, litter became artistic and approachable;

我注意到兩件事：

and two,

第一，垃圾變得更有藝術感， 也更容易親近。

at the end of a few days, I had 50 photos on my phone

第二，

and I had picked up each piece,

經過幾天之後， 我總共拍了 50 張照片，

and I realized that I was keeping a record

每張照片都是我所撿的垃圾，

of the positive impact I was having on the planet.

我發現我正在紀錄著

That's 50 less things that you might see,

我對於地球的正面影響。

or you might step on,

減少的這 50 件垃圾， 可能是你會看到的、

or some bird might eat.

你可能踩到的、

So I started telling people what I was doing,

甚至是某些鳥類可能誤食的。

and they started participating.

因此我開始向大家說明 我正在做的事，

One day,

而大家也跟著參與。

this photo showed up from China.

有一天，

And that's when I realized

在中國出現了這張照片。

that Litterati was more than just pretty pictures;

當時我意識到，

we were becoming a community that was collecting data.

Litterati 不是只有漂亮的照片而已，

Each photo tells a story.

我們漸漸形成一個 收集資料的社群。

It tells us who picked up what,

每張照片背後都有一個故事，

a geotag tells us where

包括誰撿了什麼垃圾、

and a time stamp tells us when.

在哪裡撿的、

So I built a Google map,

以及什麼時候撿的。

and started plotting the points where pieces were being picked up.

因此我做了一張 Google 地圖，

And through that process, the community grew

開始標示出垃圾被檢起的地點。

and the data grew.

隨著這個過程，社群逐漸擴大了，

My two kids go to school right in that bullseye.

資料也增加了。

Litter:

地圖中間的區域， 就是我家小孩就讀的學校。

it's blending into the background of our lives.

垃圾：

But what if we brought it to the forefront?

正悄悄與我們共存。

What if we understood exactly what was on our streets,

但如果我們將它放大檢視？

our sidewalks

如果我們能注意到街道上、

and our school yards?

人行道上和校園裡有什麼垃圾，

How might we use that data to make a difference?

將會變得如何？

Well, let me show you.

我們要如何利用數據改變現況？

The first is with cities.

好，讓我來告訴你們。

San Francisco wanted to understand what percentage of litter was cigarettes.

首先，將數據與城市結合。

Why?

舊金山想知道垃圾之中 有多少比例是煙蒂。

To create a tax.

為什麼？

So they put a couple of people in the streets

為了增加一種稅收。

with pencils and clipboards,

他們請人到街道上，

who walked around collecting information

帶著筆與寫字板，

which led to a 20-cent tax on all cigarette sales.

到處收集資料，

And then they got sued

並決定販售香菸時， 每包收 20 美分的稅。

by big tobacco,

然後他們被大型菸草業者控告，

who claimed that collecting information with pencils and clipboards

業者主張，用紙筆收集資料的方式，

is neither precise nor provable.

既不準確也不可靠。

The city called me and asked if our technology could help.

市政府找上我， 希望我們的技術能提供協助。

I'm not sure they realized

我不確定他們是否知道：

that our technology was my Instagram account --

我們的技術就是 我的 Instagram 帳號。

(Laughter)

（笑聲）

But I said, "Yes, we can."

但我說：「是的，當然可以！」

(Laughter)

（笑聲）

"And we can tell you if that's a Parliament or a Pall Mall.

「我們還能分辨香菸的牌子 是百樂門或是寶馬。

Plus, every photograph is geotagged and time-stamped,

而且，每張照片 還能標示位置及時間，

providing you with proof."

提供給你們作為證據。」

Four days and 5,000 pieces later,

經過 4 天，撿了 5,000 件垃圾之後，

our data was used in court to not only defend but double the tax,

我們的資料在開庭時被採納，

generating an annual recurring revenue of four million dollars

不僅捍衛了我方的主張， 還讓稅收增加一倍，

for San Francisco to clean itself up.

產生每年四百萬美金的經常性收入，

Now, during that process I learned two things:

而且舊金山街道也變得更乾淨了。

one, Instagram is not the right tool --

從這個過程中，我學到兩件事：

(Laughter)

第一，Instagram 並不是適當的工具──

so we built an app.

（笑聲）

And two, if you think about it,

因此，我們研發了專屬的應用程式。

every city in the world has a unique litter fingerprint,

第二，如果你試著想一想，

and that fingerprint provides both the source of the problem

在世界上每座城市， 都有獨特的垃圾指紋，

and the path to the solution.

而這些指紋不僅可以 提供問題的根源，

If you could generate a revenue stream

還能告訴你解決的方法。

just by understanding the percentage of cigarettes,

如果能藉由瞭解煙蒂的比例

well, what about coffee cups

來增加收益來源，

or soda cans

那如果用在咖啡紙杯、

or plastic bottles?

汽水罐，

If you could fingerprint San Francisco, well, how about Oakland

或是塑膠瓶呢？

or Amsterdam

如果能找出舊金山的垃圾指紋，

or somewhere much closer to home?

那奧克蘭呢？

And what about brands?

阿姆斯特丹？

How might they use this data

或是某個離家更近的地方？

to align their environmental and economic interests?

另外如果用在品牌上呢？

There's a block in downtown Oakland that's covered in blight.

要如何利用數據，

The Litterati community got together and picked up 1,500 pieces.

使環保和經濟的效益達到一致？

And here's what we learned:

在奧克蘭市區，有一個荒廢的區域，

most of that litter came from a very well-known taco brand.

Litterati 社群在那裡撿了 1,500 件垃圾，

Most of that brand's litter were their own hot sauce packets,

我們從當中得知一件事：

and most of those hot sauce packets hadn't even been opened.

大部分的垃圾來自於 某間知名的墨西哥餐廳。

The problem and the path to the solution --

其中大部分的垃圾 是餐廳的辣椒醬包，

well, maybe that brand only gives out hot sauce upon request

而且這些辣椒醬包 幾乎都沒被打開過。

or installs bulk dispensers

所以這個問題的解決方法是──

or comes up with more sustainable packaging.

也許餐廳可以在 客人要求時才給醬包，

How does a brand take an environmental hazard,

或是安裝自助式醬料機，

turn it into an economic engine

或是研發更環保的包裝方式。

and become an industry hero?

業者要如何將環境危害，

If you really want to create change,

轉變成經濟上的驅動力，

there's no better place to start than with our kids.

並成為產業的領導品牌？

A group of fifth graders picked up 1,247 pieces of litter

如果你真的想要改變，

just on their school yard.

最好的方法就是從孩子開始。

And they learned that the most common type of litter

有一群國小五年級學生

were the plastic straw wrappers from their own cafeteria.

在校園裡撿了 1,247 件垃圾。

So these kids went to their principal and asked,

他們發現最常見的垃圾，

"Why are we still buying straws?"

是來自學校餐廳的吸管塑膠外套。

And they stopped.

於是這群孩子們去問校長：

And they learned that individually they could each make a difference,

「為什麼我們還要採購吸管呢？」

but together they created an impact.

然後他們停止提供吸管了。

It doesn't matter if you're a student or a scientist,

他們學習到，靠個人的力量 固然能帶來一些改變，

whether you live in Honolulu or Hanoi,

但是當一群人聚集起來， 才能產生影響。

this is a community for everyone.

無論你是學生還是科學家，

It started because of two little kids in the Northern California woods,

住在夏威夷的檀香山， 還是越南的河內市，

and today it's spread across the world.

Litterati 社群是屬於每個人的。

And you know how we're getting there?

它起源於兩個小毛頭 在北加州森林的發現，

One piece at a time.

到了今天，範圍已遍佈全球各地。

Thank you.

我們是如何辦到的？

(Applause)

只要隨手撿起垃圾。