[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.02,0:00:04.01,Default,,0000,0000,0000,,This story starts with these two --
Dialogue: 0,0:00:04.03,0:00:05.29,Default,,0000,0000,0000,,my kids.
Dialogue: 0,0:00:05.31,0:00:06.100,Default,,0000,0000,0000,,We were hiking in the Oakland woods
Dialogue: 0,0:00:07.02,0:00:11.15,Default,,0000,0000,0000,,when my daughter noticed\Na plastic tub of cat litter in a creek.
Dialogue: 0,0:00:11.65,0:00:13.31,Default,,0000,0000,0000,,She looked at me and said,
Dialogue: 0,0:00:13.33,0:00:15.84,Default,,0000,0000,0000,,"Daddy?
Dialogue: 0,0:00:15.86,0:00:17.51,Default,,0000,0000,0000,,That doesn't go there."
Dialogue: 0,0:00:17.54,0:00:19.96,Default,,0000,0000,0000,,When she said that,\Nit reminded me of summer camp.
Dialogue: 0,0:00:19.98,0:00:21.48,Default,,0000,0000,0000,,On the morning of visiting day,
Dialogue: 0,0:00:21.51,0:00:25.17,Default,,0000,0000,0000,,right before they'd let our anxious\Nparents come barreling through the gates,
Dialogue: 0,0:00:25.19,0:00:26.56,Default,,0000,0000,0000,,our camp director would say,
Dialogue: 0,0:00:26.59,0:00:28.90,Default,,0000,0000,0000,,"Quick! Everyone pick up\Nfive pieces of litter."
Dialogue: 0,0:00:28.92,0:00:31.96,Default,,0000,0000,0000,,You get a couple hundred kids\Neach picking up five pieces,
Dialogue: 0,0:00:31.98,0:00:34.56,Default,,0000,0000,0000,,and pretty soon, you've got\Na much cleaner camp.
Dialogue: 0,0:00:34.58,0:00:35.74,Default,,0000,0000,0000,,So I thought,
Dialogue: 0,0:00:35.76,0:00:40.30,Default,,0000,0000,0000,,why not apply that crowdsourced\Ncleanup model to the entire planet?
Dialogue: 0,0:00:40.32,0:00:43.28,Default,,0000,0000,0000,,And that was the inspiration\Nfor Litterati.
Dialogue: 0,0:00:43.30,0:00:46.65,Default,,0000,0000,0000,,The vision is to create\Na litter-free world.
Dialogue: 0,0:00:46.67,0:00:48.18,Default,,0000,0000,0000,,Let me show you how it started.
Dialogue: 0,0:00:48.20,0:00:51.59,Default,,0000,0000,0000,,I took a picture of a cigarette\Nusing Instagram.
Dialogue: 0,0:00:52.22,0:00:54.09,Default,,0000,0000,0000,,Then I took another photo ...
Dialogue: 0,0:00:54.11,0:00:55.67,Default,,0000,0000,0000,,and another photo ...
Dialogue: 0,0:00:55.69,0:00:56.86,Default,,0000,0000,0000,,and another photo,
Dialogue: 0,0:00:56.88,0:00:58.17,Default,,0000,0000,0000,,and I noticed two things:
Dialogue: 0,0:00:58.20,0:01:01.67,Default,,0000,0000,0000,,one, litter became artistic\Nand approachable;
Dialogue: 0,0:01:02.24,0:01:03.40,Default,,0000,0000,0000,,and two,
Dialogue: 0,0:01:03.42,0:01:05.93,Default,,0000,0000,0000,,at the end of a few days,\NI had 50 photos on my phone
Dialogue: 0,0:01:05.96,0:01:07.54,Default,,0000,0000,0000,,and I had picked up each piece
Dialogue: 0,0:01:07.57,0:01:09.95,Default,,0000,0000,0000,,and I realized that I was keeping a record
Dialogue: 0,0:01:09.98,0:01:13.13,Default,,0000,0000,0000,,of the positive impact\NI was having on the planet.
Dialogue: 0,0:01:13.15,0:01:15.34,Default,,0000,0000,0000,,That's 50 less things that you might see,
Dialogue: 0,0:01:15.36,0:01:16.61,Default,,0000,0000,0000,,or you might step on,
Dialogue: 0,0:01:16.63,0:01:18.09,Default,,0000,0000,0000,,or some bird might eat.
Dialogue: 0,0:01:18.77,0:01:21.42,Default,,0000,0000,0000,,So I started telling people\Nwhat I was doing,
Dialogue: 0,0:01:21.44,0:01:23.80,Default,,0000,0000,0000,,and they started participating.
Dialogue: 0,0:01:24.83,0:01:26.52,Default,,0000,0000,0000,,One day,
Dialogue: 0,0:01:26.55,0:01:29.08,Default,,0000,0000,0000,,this photo showed up from China.
Dialogue: 0,0:01:30.04,0:01:31.31,Default,,0000,0000,0000,,And that's when I realized
Dialogue: 0,0:01:31.33,0:01:34.60,Default,,0000,0000,0000,,that Litterati was more\Nthan just pretty pictures;
Dialogue: 0,0:01:34.62,0:01:37.99,Default,,0000,0000,0000,,we were becoming a community\Nthat was collecting data.
Dialogue: 0,0:01:38.87,0:01:40.76,Default,,0000,0000,0000,,Each photo tells a story.
Dialogue: 0,0:01:41.28,0:01:43.47,Default,,0000,0000,0000,,It tells us who picked up what,
Dialogue: 0,0:01:43.50,0:01:45.51,Default,,0000,0000,0000,,a geotag tells us where
Dialogue: 0,0:01:45.53,0:01:47.56,Default,,0000,0000,0000,,and a time stamp tells us when.
Dialogue: 0,0:01:48.01,0:01:50.44,Default,,0000,0000,0000,,So I built a Google map,
Dialogue: 0,0:01:50.46,0:01:54.51,Default,,0000,0000,0000,,and started plotting the points\Nwhere pieces were being picked up.
Dialogue: 0,0:01:54.54,0:01:58.45,Default,,0000,0000,0000,,And through that process,\Nthe community grew
Dialogue: 0,0:01:58.48,0:02:00.12,Default,,0000,0000,0000,,and the data grew.
Dialogue: 0,0:02:00.81,0:02:04.27,Default,,0000,0000,0000,,My two kids go to school\Nright in that bullseye.
Dialogue: 0,0:02:05.12,0:02:06.34,Default,,0000,0000,0000,,Litter:
Dialogue: 0,0:02:06.36,0:02:09.06,Default,,0000,0000,0000,,it's blending into\Nthe background of our lives.
Dialogue: 0,0:02:09.09,0:02:11.19,Default,,0000,0000,0000,,But what if we brought it\Nto the forefront?
Dialogue: 0,0:02:11.21,0:02:14.12,Default,,0000,0000,0000,,What if we understood exactly\Nwhat was on our streets,
Dialogue: 0,0:02:14.15,0:02:15.54,Default,,0000,0000,0000,,our sidewalks
Dialogue: 0,0:02:15.56,0:02:17.10,Default,,0000,0000,0000,,and our school yards?
Dialogue: 0,0:02:17.12,0:02:20.37,Default,,0000,0000,0000,,How might we use that data\Nto make a difference?
Dialogue: 0,0:02:21.19,0:02:22.39,Default,,0000,0000,0000,,Well, let me show you.
Dialogue: 0,0:02:22.41,0:02:23.80,Default,,0000,0000,0000,,The first is with cities.
Dialogue: 0,0:02:24.42,0:02:29.06,Default,,0000,0000,0000,,San Francisco wanted to understand\Nwhat percentage of litter was cigarettes.
Dialogue: 0,0:02:29.08,0:02:30.24,Default,,0000,0000,0000,,Why?
Dialogue: 0,0:02:30.27,0:02:31.48,Default,,0000,0000,0000,,To create a tax.
Dialogue: 0,0:02:32.07,0:02:34.21,Default,,0000,0000,0000,,So they put a couple of people\Nin the streets
Dialogue: 0,0:02:34.23,0:02:35.59,Default,,0000,0000,0000,,with pencils and clipboards,
Dialogue: 0,0:02:35.62,0:02:37.68,Default,,0000,0000,0000,,who walked around collecting information
Dialogue: 0,0:02:37.70,0:02:40.82,Default,,0000,0000,0000,,which led to a 20-cent tax\Non all cigarette sales.
Dialogue: 0,0:02:41.79,0:02:43.94,Default,,0000,0000,0000,,And then they got sued
Dialogue: 0,0:02:43.96,0:02:45.14,Default,,0000,0000,0000,,by big tobacco,
Dialogue: 0,0:02:45.16,0:02:48.38,Default,,0000,0000,0000,,who claimed that collecting information\Nwith pencils and clipboards
Dialogue: 0,0:02:48.40,0:02:50.74,Default,,0000,0000,0000,,is neither precise nor provable.
Dialogue: 0,0:02:51.45,0:02:55.13,Default,,0000,0000,0000,,The city called me and asked\Nif our technology could help.
Dialogue: 0,0:02:55.16,0:02:56.41,Default,,0000,0000,0000,,I'm not sure they realized
Dialogue: 0,0:02:56.43,0:02:58.68,Default,,0000,0000,0000,,that our technology\Nwas my Instagram account --
Dialogue: 0,0:02:58.70,0:02:59.74,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:59.77,0:03:01.03,Default,,0000,0000,0000,,But I said, "Yes, we can."
Dialogue: 0,0:03:01.06,0:03:02.07,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:02.10,0:03:06.00,Default,,0000,0000,0000,,"And we can tell you\Nif that's a Parliament or a Pall Mall.
Dialogue: 0,0:03:06.03,0:03:09.45,Default,,0000,0000,0000,,Plus, every photograph\Nis geotagged and time-stamped,
Dialogue: 0,0:03:09.48,0:03:10.86,Default,,0000,0000,0000,,providing you with proof."
Dialogue: 0,0:03:11.84,0:03:15.06,Default,,0000,0000,0000,,Four days and 5,000 pieces later,
Dialogue: 0,0:03:15.08,0:03:20.02,Default,,0000,0000,0000,,our data was used in court\Nto not only defend but double the tax,
Dialogue: 0,0:03:20.04,0:03:24.37,Default,,0000,0000,0000,,generating an annual recurring revenue\Nof four million dollars
Dialogue: 0,0:03:24.39,0:03:26.69,Default,,0000,0000,0000,,for San Francisco to clean itself up.
Dialogue: 0,0:03:28.00,0:03:30.24,Default,,0000,0000,0000,,Now, during that process\NI learned two things:
Dialogue: 0,0:03:30.26,0:03:32.81,Default,,0000,0000,0000,,one, Instagram is not the right tool --
Dialogue: 0,0:03:32.84,0:03:33.87,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:33.89,0:03:35.40,Default,,0000,0000,0000,,so we built an app.
Dialogue: 0,0:03:35.42,0:03:37.05,Default,,0000,0000,0000,,And two, if you think about it,
Dialogue: 0,0:03:37.08,0:03:40.69,Default,,0000,0000,0000,,every city in the world\Nhas a unique litter fingerprint,
Dialogue: 0,0:03:40.72,0:03:44.55,Default,,0000,0000,0000,,and that fingerprint provides\Nboth the source of the problem
Dialogue: 0,0:03:44.58,0:03:46.50,Default,,0000,0000,0000,,and the path to the solution.
Dialogue: 0,0:03:47.65,0:03:50.02,Default,,0000,0000,0000,,If you could generate a revenue stream
Dialogue: 0,0:03:50.05,0:03:52.51,Default,,0000,0000,0000,,just by understanding\Nthe percentage of cigarettes,
Dialogue: 0,0:03:52.54,0:03:54.63,Default,,0000,0000,0000,,well, what about coffee cups
Dialogue: 0,0:03:54.66,0:03:56.36,Default,,0000,0000,0000,,or soda cans
Dialogue: 0,0:03:56.38,0:03:57.80,Default,,0000,0000,0000,,or plastic bottles?
Dialogue: 0,0:03:58.50,0:04:01.70,Default,,0000,0000,0000,,If you could fingerprint San Francisco,\Nwell, how about Oakland
Dialogue: 0,0:04:01.73,0:04:03.42,Default,,0000,0000,0000,,or Amsterdam
Dialogue: 0,0:04:03.45,0:04:06.42,Default,,0000,0000,0000,,or somewhere much closer to home?
Dialogue: 0,0:04:07.41,0:04:08.64,Default,,0000,0000,0000,,And what about brands?
Dialogue: 0,0:04:08.67,0:04:10.57,Default,,0000,0000,0000,,How might they use this data
Dialogue: 0,0:04:10.59,0:04:14.80,Default,,0000,0000,0000,,to align their environmental\Nand economic interests?
Dialogue: 0,0:04:15.65,0:04:18.86,Default,,0000,0000,0000,,There's a block in downtown Oakland\Nthat's covered in blight.
Dialogue: 0,0:04:19.32,0:04:23.43,Default,,0000,0000,0000,,The Litterati community got together\Nand picked up 1,500 pieces.
Dialogue: 0,0:04:23.81,0:04:25.15,Default,,0000,0000,0000,,And here's what we learned:
Dialogue: 0,0:04:25.18,0:04:28.39,Default,,0000,0000,0000,,most of that litter came\Nfrom a very well-known taco brand.
Dialogue: 0,0:04:29.74,0:04:33.32,Default,,0000,0000,0000,,Most of that brand's litter\Nwere their own hot sauce packets,
Dialogue: 0,0:04:34.44,0:04:38.06,Default,,0000,0000,0000,,and most of those hot sauce packets\Nhadn't even been opened.
Dialogue: 0,0:04:39.96,0:04:42.68,Default,,0000,0000,0000,,The problem and the path\Nto the solution --
Dialogue: 0,0:04:42.70,0:04:46.66,Default,,0000,0000,0000,,well, maybe that brand only\Ngives out hot sauce upon request
Dialogue: 0,0:04:46.69,0:04:48.70,Default,,0000,0000,0000,,or installs bulk dispensers
Dialogue: 0,0:04:48.72,0:04:51.27,Default,,0000,0000,0000,,or comes up with more\Nsustainable packaging.
Dialogue: 0,0:04:51.30,0:04:54.27,Default,,0000,0000,0000,,How does a brand take\Nan environmental hazard,
Dialogue: 0,0:04:54.29,0:04:56.30,Default,,0000,0000,0000,,turn it into an economic engine
Dialogue: 0,0:04:56.32,0:04:58.09,Default,,0000,0000,0000,,and become an industry hero?
Dialogue: 0,0:04:59.29,0:05:01.49,Default,,0000,0000,0000,,If you really want to create change,
Dialogue: 0,0:05:01.52,0:05:04.39,Default,,0000,0000,0000,,there's no better place to start\Nthan with our kids.
Dialogue: 0,0:05:04.42,0:05:07.82,Default,,0000,0000,0000,,A group of fifth graders picked up\N1,247 pieces of litter
Dialogue: 0,0:05:07.84,0:05:09.69,Default,,0000,0000,0000,,just on their school yard.
Dialogue: 0,0:05:09.72,0:05:12.25,Default,,0000,0000,0000,,And they learned that the most\Ncommon type of litter
Dialogue: 0,0:05:12.27,0:05:15.50,Default,,0000,0000,0000,,were the plastic straw wrappers\Nfrom their own cafeteria.
Dialogue: 0,0:05:15.95,0:05:18.48,Default,,0000,0000,0000,,So these kids went\Nto their principal and asked,
Dialogue: 0,0:05:18.50,0:05:20.16,Default,,0000,0000,0000,,"Why are we still buying straws?"
Dialogue: 0,0:05:21.17,0:05:22.92,Default,,0000,0000,0000,,And they stopped.
Dialogue: 0,0:05:22.94,0:05:26.60,Default,,0000,0000,0000,,And they learned that individually\Nthey could each make a difference,
Dialogue: 0,0:05:26.62,0:05:28.96,Default,,0000,0000,0000,,but together they created an impact.
Dialogue: 0,0:05:29.50,0:05:33.52,Default,,0000,0000,0000,,It doesn't matter\Nif you're a student or a scientist,
Dialogue: 0,0:05:33.54,0:05:36.67,Default,,0000,0000,0000,,whether you live in Honolulu or Hanoi,
Dialogue: 0,0:05:36.70,0:05:39.14,Default,,0000,0000,0000,,this is a community for everyone.
Dialogue: 0,0:05:39.97,0:05:44.65,Default,,0000,0000,0000,,It started because of two little kids\Nin the Northern California woods,
Dialogue: 0,0:05:44.68,0:05:47.49,Default,,0000,0000,0000,,and today it's spread across the world.
Dialogue: 0,0:05:47.94,0:05:49.72,Default,,0000,0000,0000,,And you know how we're getting there?
Dialogue: 0,0:05:50.07,0:05:51.94,Default,,0000,0000,0000,,One piece at a time.
Dialogue: 0,0:05:52.51,0:05:53.72,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:05:53.75,0:05:57.36,Default,,0000,0000,0000,,(Applause)