And he picked roy up by the neck and whipped him like a rag doll off the stage. And, um. You know, they tried to put a spin on it that the tiger was trying to help roy, and that is not true. I mean. I mean, and. They should have just said, thats who these animals are. This is what were dedealing with here. What about the Inhumane Treatment of the animals by trainers . I know that was a concern of yours early on. Is that still an issue here in hollywood . Well, any time youre making an animal do things that they are not interested in or couldnt care less about or being told what to do these are independent beings. This is not what they should be doing. I mean, the fact that. And in the circuses, how awful is that, the tricks that they are made to do and the treatment that they have to take in order to do these stupid tricks that they would never do . I mean, you know, were all we all have a fear of fire, yet they have lions and tigers jumping through hoops of fire. What about conservation . What do you want our viewers to know about conservation . I want people to know that no wild animal should be confined. No, none. Leave them to their indigenous areas, and fine. You know, and. And now, you know, when you hear about the biggame hunters, theyre psychopaths as well, you know. I say a lot of things that i really can get in all kinds of trouble with. Dont get me going there. Youre gonna get me in trouble. Ha ha ha but, you know, they. They have literally almost wiped out our elephant, our lion, tiger off the face of the world out in the wild. And they plan these events, you know. I mean, they even dress for them, and they plan which rifle theyre going to use, and its a. Its so sick. I mean, when you think of looking at a beautiful the lightest elephant in the world was killed by this psychopath. And when you think of how do you look that animal in the eye and. Take it out . How do you do that . What about hope . I mean, having gone through this and watched, i know its got to be frustrating for you. But, i mean, obviously what keeps you going, i would think, is the hope, the hope that you get the legislation passed, the hope that you can change things. Is it just speaking out . Do you think thats enough . I mean, what gets you up in the morning . All of these things. All of these things. And. Im. Im hoping. I mean, thats all i can do at this point. Weve. Were constantly asking people to write letters. And i have letters on our website, you know, that you can copy or, you know, put together, so you dont have to reinvent the wheel, and write to your congressmen and your senators to stop this insanity. And the more people who do that and get their attention, theyll finally say, gee, maybe wed better Pay Attention to this. Uh. But, um. Im. I know so much about who these animals are and that there is no hope of them being a pet. Let me ask you this question, a multiple choice. Whats scarier lion, tiger, Alfred Hitchcock . Ha ha ha well. You didnt see that one coming, did you . You dont want to answer it, do you . No. I mean. Alfreded hitchck is the least of the problems, believe me. Do you ever get tired of talking about him . Because people always ask you about him. I know that. No, its ok. Its all right. It. I have dichotomous feelings about it, because, you know, it was he who brought me into the motionpicture business, and it was he who gave me a starring role in the birds and in marnie, and it is because of him and that notoriety that i received that i am able to do what im doing now. So im. You know, its a dichotomus kind of thing. I, uh. Unfortunately, the relationshship between hitchcock and me didnt turn out well at all, and i demanded to get t out of the contract, and he said, well, no, you cant because you have your daughter to take care of, and your parents are getting older. And i said, they wouldnt want me to be in a difficult situation. At the end of marnie, im leaving. And he said, well, ill ruin your career. He kept me under contract, paid me my 600 a week. I got 500 for the birds and 600 fori got a raise. Jeez. Wow. Uh. And he became obsessed over me, which is. I think if anyone out in the audience has ever had that situation, they will. They understand how horrible it is. And you have to get out. Well, you did, and heres the interesting thing. Ive seen an interview with you and your daughter, melanie griffith, another famous hollywood actress, and she talked about going and seeing the birds and how you put her hands over her face like this when the guy was getting pecked with the bird. So now im wondering whos gonna put your hands over your face when you go to see your granddaughter in fifty shades of grey. Ha ha ha because now its got to be the reverse, right . Because i read just a few pages of that, and i was fifty shades of red. Its pretty tough stuff. And i think as a grandma, youre probably like, what are you thinking . A moremore. Im a moremore. Thats a very cute segue. Thats very brilliant of you. Ha ha ha no, i would just say that don johnson and i both have the same feelings about this movie, that Dakota Johnson n is in. Um, and, uh. Im. I donnt know whether im gonna be able to see it. I really dont. And again yet, i. I havent read the books. I havent read thehe books, and ththe morning that it was announcedi guess it was announced the night it was a saturday night, because at 9 00 in the morning on a sunday morning, i received a phone call, which dididnt hit me right anywhere on a sunday morning at 9 a. M. To have a phone call, and i picked it up, and he said and it was this slimy voice kind of. Well, tippi, what do you think of your granddaughter being in this movie . And i said, um. I havent read the books. I dont intend on reading them. I love my granddaughter more than my next breath, and i wish the best for her in her life. Click. Nobody ever called me again about how i felt about it. I asked, but not in necessarily a slimy way hopefully. No, you didnt. Well, its been a gift talking to you. Thanks so much. And thanks for the effort youre putting into this, because its really a very important topic, and i cant do much in washington. Im there, but no one listens up there. Yeah, but your listeners can. And then just. It doesnt take long to write that email or that letter that says stop this insanity, not one more. Since the first bill, there have been 13 people kikilled. I think thats the number. Either 13 or 16. And almost a hundred wounded, mauled. Now, senseleless. I mean, this is. Its got to stop. Well, tippi, unfortunately this interview does, too. But thank you so much for coming in. Its been great fun. Come to shambala one day. I will. You got. Im. Definitely. I will now for sure. Ok. Thats it for this week. Join the conversation with us on social media. We are cctv america on twitter, facebook, and youtube. All of tonights interviews can be found online at cctvamerica. Com, and let us know what youd like us to take fullframe next. Email us at fullframe cctvamerica. Com. Until then, im mike walter in los angeles. Well see you next time. Most acclaimed musicians. A man comfortable in his mastery of standard classics, american bluegrass, and traditional chinese tunes. And as well see, a musician who has inspired a new philosophy of education worldwide. Im mike walter in los angeles. Lets take it full frame. He is the son of chinese musicians. His father a violinist, his mother a vocalist. They left china for paris before world war ii. Today, yoyo ma is one of the worlds grgreatest cellilists. In concert from boston to abu dhabi, performing for presididents and prime ministet, inspiring thousands of Young Musicians as well. And theres one other thing. Hes embraced and promoted a philosophy of education. Using the arts to help strike a balance between knowing yourself and being aware of the wider world. He calls it passiondriven learning. A passion that all began for yoyo ma at a very early age. [playing Classical Music] yoyo ma began his time in the spotlight at the age of 5. By 7 years old, he was performing for not one, but two, american president s. [p[playing Classical Music] for more than 50 years, ma has transcended the world of Classical Music to become a mainstay of popular culture. Yo, yoyo ma, my man. Hoo, that is hard to say. [playiying classicical music] his music marking a nations greatest sorrow. [playing Classical Music] [crowd cheering] and its most joyous celebrations. [p[pying classicical music] he is a perfect musician, and a perfect human being. These two things are so evident with him. He is just unique. [playing Classical Music] mas vast contributions to Classical Music are undeniable. More than 75 albums, a trophy shelf that holds 16 grammy awards, and llaborations with some of the worlds greatest musiciansns [playing Classical Music] recognized as one of the worlds greatest musicians, yoyo mas talents know no boundaries of genre or culture. [applause] in 2011, ma was awarded the president ial medal of freedomthe highest civilian honor in the United States. While yoyo could hahave just settleled for beinge worlds greatest cellist, hes said that even greater than his passion for music is his passion for peoplele. And i can testify to this. There are very few people youll meet with just the exuberance and joy that yoyo possesses. And so hes spent much of his life traveling the world, training and mentoring thousands of students, from lebanon and korea to the Iraqi National symphony y orchestra. In his wordsds, when we enlarge our view of the world, we deepen our understanding of our own lives. [playing Classical Music] yoyo mas most important contribution to the world of music may be his ability to cross boundaries and attract new audiences with his innovativeand often improvisationalapproach to classssical music. [applause] he likes to convince people that music can spread out, there, there, and there, and its an ideal mediao communicate. [upbeat music playing] music is immediate, it speaks immediately, you know, it touches your skin, you know, the goose bumps. And no other art does that. [playing Classical Music] mas achievements reach far beyond the concert hall and recording studio. In 1998, he established the silk road projecta performing Arts Nonprofit Organization dedicated to promoting crosscultural dialogue and interdisciplinary collaboration. It brings together musicians, artists, educators, and cultural entrepreneurs. The project takes inspiration from the hisistory of the silk roadthe ancient crosscultltal trade route that once linked china to europe. We have 3 main focus eas. S. The first, as you know, is the arts, music in particular. We perform all around the world, in 3 continents, because were trying to connect the worlds neighborhoods through music. The second is education; we also want to connect different disciplines in e education. [cello playing] we work with sixthgraders, connecting how they learn through their passions rather than through the textbook. And the third area we have is business; where were really trying to create a path for cultural entrepreneurs, and by cultural entrepreneurs i mean artists who are very interesteded in creaeating. Usg theieir art toto help the world. Point to me a whimsical moment. [laughter] good. One of the silk road projects main initiatives is workshops for educators and students focused on passiondriven learning whats keeping you back . An approach to education that depends on art and creativity as teachingand learningtools. [singing indistinctly] when youre working in the arts, whether youre creating a piece of art, or a new piece of music, or even practicing music, youre using a different part ofof your brain ththan when yre studying a topopic. So, we feel that the arts help kids connect, and we can also connect through the different disciplines. So, you might be drumming, but youre also learning math because youre counting, and were finding that kids are learning faster and longer if theres passssion in their leaearning. [playing classssical music] the silk road project also promotes the music of the silk road ensemblean initiative that brings together distinguished performers and composers from more than 20 countries in asia, europe, and the americas. [playing Classical Music] the silk road to me is a big family of people who got together from different parts of the world. And its much morore than just playing music, you know; itss about t sharing, caring, and knowing one e other deepeply enough to be together. We have already been together for more than 15 years. [playing Classical Music] the ensembles members collaborate to create music that often defies categorizationcelebrating the musical traditions of the historic silk road and embracing musical innovation that brings to life the multicultural realities of a globalized society. [playing Classical Music] if you think about it very objectively while i played indian Classical Music, to me Everything Else from the west is western Classical Music, whereas here people call it the Classical Music, right . But if you think about it, do these differences actually exist . To me, no. These are manmade differenceces, you k know. Its just about pulling your instrument out, violin, tabla, viola, pipa, really doesnt matter. As long as youre ready to play music and have fun, the connections are made immediately. [playing Classical Music] whether it be music, passiondriven learning, or crosscultural dialogue, yoyo mas careerand the impact of his work on audiences, students, and fellow musiciansseemsms to prove thatat innovation can n succeed where all else fails. [playing Classical Music] he connects immediately to audiences no matter what he plays. If he plays bach or new music or whatevever; alone or with orchestra, or with pianist or with [indistinct], its always a tototally immediate connection to the hall, to the room. He speaks even to the walls. [playing Classical Music] i think when you see on stage, somebody from china, japan, somebody from iran, israel, and someone from syria on one stage performing in harmony the most beautiful music youve ever heard, its very inspirational and we hope that it might leavave peoplele h a questioncan we do things a different way . [playing Classical Music] i feel the cello in yoyo mas hand is an excuse to make him human. In indian music we have a word called ruhdariruh is soul; and so, when anybody plays music, it touches your soul. To me he had so much ruhdari that it didnt matter which instrument, which form, or what he plalayed, its something that totouches your soul l right awa. [playing Classical Music] and perhaps yoyo mas greatest legacy will be the souls he has yet to touch through his music and cultural diplomacy. [applause] i sat down with yoyo ma not far from his Harvard College classrooms of 40 years ago. We began by tackling mas enthusiasm for music of all kinds. Let me ask you about what music means to you. I mean, its been so much of yoyour life; how d do you descre that connection between you and music . Well, i think i would describe music a as soundas sound that is coded, the sound of your voice, the sound that you remember of your mothehers voice saying, mikey, time for dinner. You know . I mean, that can become music. Its the identification of something and location of something in time and in a certaiain space with a certain type of energygy. Thats what music is. Do you think music crosses cultures more easily than other art forms . I think music is part language. [playing Classical Music]] and its partjust part of the human auditory system. So, i know that were as a species inincredibly v visual ad i think that when we listen to somethingyou know, its part of our 5 senses and thats the part that actually is really interesting about music is that you can receive it consciously as well as subconsciously. Classical music seems to be exploding in asia; especially in chinana. Western audiences ae aging. Budgets are shrinking. Can you talk to me a little bit about what it is you think thats happening with the shift from wesest to east in a sense . Theres a lot of energy coming from the east, righti mean, theres an explosion of energy, of people doing things, thinking things, and trying out things. I think there is always the thrill of the new in any place. So, i think one of the things thats happened infor example, in chinathere are people that have introduced musicClassical Music. Lang lang is a perfect example. Hes a brilliant musician. [playing Classical Music] and because lang lang is such a pied piper, there are millions of people that want to play piano because thats something. So, hes the guidethere are many guidesim giving just one exampleand thats new, because before families did not have pianos and because of the onechild policy, parents would want to do the most they can for ththeir child. And in the u. S. , it may be, we must take our child to soccer, to tennis, and to ballet, and to this, that. So, theres all kinds ofof the activities in china, that seems to be one of the activities that have really taken hold. But thats a burst of energy. The question that i would always ask is whwhats sustainable and what is momentarary. Its great to look at, oh, theres an explosionso, that does not assume that thats going to be the cacase 20 years from nowow. And so, if and in culture,e, i think its always worthwhile to look at the short term as well as the long view. What makes it sustainable . I think what makes anything sustainable is how each Generation Cares about somethining that it receives, ad if you carare that much about i, how then is it transferred from one generation to another. Because my sense ofi dont knknow if youre a pararentye, well, you and i know being parents is that you cant legislate this is what your chilild is going to do and know and everything. Soso, that has o beevery generation has to, in many ways, rediscover what is important, what they care abouout, and so, thats a very delicate lever of generational transfer. You know, ththe secret sauce is how do people carare about something. What makes someonene care e abot something, what makes 100 people care about something, what makes a Million People ca a about somomething, and thats very hard to tell. So, it depends how it is received, how it is sustained, how it is imagined, how the narrative continues, and how that thing changes in a world that is these days changing so quickly. Id d like to talk to you about the silk road d project since were talking about cultures and kind of shifting around and that sort of thing. Can you talk to me about the inspiration for that . What sparked your imagination to think, wow, this would be a great thing to do . Well, i think i it comes from hundreds of little pieces of information and experiences. I can tell you t thati can go really back to my childhood and actually tell you that both my parentnts were musicians. My father moved to france when he was. Lets see. 26 years old, in 1936, and he studied musicology, violin, composition, and the question was always, whwhy did he study music and what kind of music did he study . His phd thesis was on chinese music in a european style. So, you could say, well, the apple doesnt fall too far from the treewhat am i doing today . But im not doing chinese music, im just interested in sort of how people think and how they express themselvesand so thatsim not thinking of one style of music versus another, but im really trying to identify what is it that people are trying to say in different parts of the world and what the connections are. And thats the beauty of culture because thats a different way of looking at things than through a political lens. [playing Classical Music] let me talk to you about the ensemble. The boston globe has called the silk road ensemble and i want to use this quote, a kind of roving Musical Laboratory without walls, which i think is quite the compliment. The approach is to create a democratic process founded on collaboration and risk taking. So, tell me what youve learned with the ensemble and how much pride you have. Well, i always find it more interesting when you have actually a collection of people with different thoughts coming together to drive somethining. And i think one value that i think we both practice, but also really believe in, is that of using what you have generously. [playing Classical Music] its actually a conversation between people who have been working together for many years, what do they want to do, what world do they see around them . Whether its in beijing or in brooklynits sort of, ok, whats happening in brooklyn . Can we bring those worlds together and can we get a good creative output . You say creative output and youve also mentioioned a coupue other things kind of indirectly innovavation, collaboratn,n, which are key, arent they . It became clearer to me after the project ststarted is that every tradition that we know is actually the result of successful invention. Think about that. It means that all the things that we hold dearoh, were looking to the past because the past is a greatso much better in the past. And theres some people that are futurists, the future will be sotheres some people that love the presentits so muchbut for people that love the pastthe past was the result of invention. So, rather than say its this, or this, or thatyou know, i would prefer to think that we are on t path of alwlways evolving something, and so, creation, innovation, trying to see from different perspectives, from different altitudes, from the macro to the microyou want t to have as many pererspectiveves as possibe in order to get t closer to describing something that you think might be true. [playing Classical Music] and thats the way that we as a group would like to think of what education is all about and what culture is all about. Its a wonderful thing to explore. So, when we work withwe work a lot with young peopledifferent agesfocused recently especially on sixth grade because its a hard age to behormones, adolescents, new identity, friends, peer group, likes, dislikes, parents. We want to address the issue of you have to do that and turn it to i want to do thatand that little switch is the basis of what we try to do in terms of promoting the idea of passiondriven learning. What about citizen musicianship . Can you talk to me a about thatt coconcept . Well, i think it comes from the idea that in many ways citizensnship implieies what . The individual dealing with the whole. Citizenship is about saying that outside of what your immediate peer group might say, oh, you did well, youre a wonderful musicianthe critic says, oh, youre wonderfulwell, so, is that all of you . Is all of your identity in doing this thing . What about being a father, what about being a taxpayer, what about community service, who are you . What else do you do . Tell me e more about yourselfand id like to say that the identity of someone may be just the tip of the iceberg. Let me finish there with that question. If i were to ask you to tell me who you are, how would you describe yourself . I would say that im a human being first. Im a human and then all the different things. Im a parent, im hopefully a good husband, and im a musician, and i work in culture, and d finally, the specific thing that i do is, you know, i play cello. I thinki like to think of sometimes when you have difficult decisions to make in life, you can use your imagination to go to the end of life and think of, well, would you have cared about this decision going one way or another . What would be your regrets if you can kind of changege that aspepect from thehe end of your life . Very few people say, well, i i wish i could have done more in my professionso, theres Something Else thats active. What is s that . Im not sure. If i knew. Id tell you. [laughs] i demand thatat you tell m, too. I cant thank you enough. This has been fascinating. Its been great fun. Thanks again for your time. Certainly appreciate it. Thank you. Its great toto talk with you. Coming up nextthe Scientific Evidence supporting the positive impact of creativity and Arts Education on academic achievement is vast and indisputable. So, why isnt it a crucial part of every School Curriculum worldwide . The research is irrefutable. Education in the arts provides students with many academic advantages improved performance in reading, math, cognitive ability, and verbal skills, just to name a few. And, its worth mentioning that the Education Systems of the countries that consistently rank highest in academic achievement place a high value on art and music education. Even the allimportant u. S. College entrancece examknown s the scholastic Aptitude Test or the satsproves that students that studied the arts for 4 years or more scored over 100 points higher than those with no arts coursework. Sadly, in the u. S. And other countries, Arts Education is often thought of as lovely, but not necessarily crucial. But as full frame contributor Sandra Hughes discovered, whether its bringing the arts to the student or the student to the arts, grassroots organizations are making a push to make Arts Education a top priority. [music playing] stepping onto center stage, students at los angeles inner city arts are learning to be creative and dream biggetting Arts Education not available at their Public Schools for a quartercentury. The goal is to engage learners in the Creative Process, and through engaging in the Creative Process we believe that their potenential will be ununleashed and also their lives will be transformed. The p. S. Arts organization has been bridging the gap for schools that cant afford Arts Education for almost the same number of years. 2 3 4 . In the last few decades, arts have been cut more and more and more at the state and federal level for school programs, and we were finding that in Los Angeles Public schoololand califofornia schools in general, the arts were decimated. [shouting] and we started with 280 kids. We now serve 15,000 kids in southern and central california. Nicely done. Now w i think were ready for a special treat. At this los angeles school, a p. S. Arts specialist teaches Drama Movement to a firstgrade class. [laughs] [piano playing] [man singing indistinctly] we learn how to sing maybe a little bit because we have to sing sometimes in acting. Like in mary poppins, you have to sing. We learn how to act. We did one time a mood orchestra. A. Mood orchestra . Uhhuh. Cool ha ha ha having the arts in the school teaches the students that its ok to be creative. I would love for the students to stay in the arts, but some of them will go into the scienceses, some will go into reasoning, and s some will go to leadersrship and public seservice. [indistinct] [indistinct] ha ha ha ha i want them to always be able to look back on this experience and understand that imagination and creativity is something that transcends all genres and all careers. Whoo art advocates point to studies that back that claim. James catteralls longitudinal study found teens and young adults who are engaged in the arts achieve better academic outcomes, earn better grades, and have higher rates of college enrollment. The same study found k kids who participated in ararts programss in grade schchool showed h highr tetest scores inin eighth gradan bothth science andnd writing. Well, mainly i like the fact that i could express myself more than anywhere else. High School Student sandy avila a says since taking music, art, and photography classes at inner city arts, her confidence and grades have soared. Today, were gonna be focusing on your final project. Knowing that i have the potential to stand here and acactually pererform in guitar r photographphy, and show my work, it actually motivates me to do it also in schoolol. For organizations that have worked for decades to keep Public School kids engaged and creating art, there is optimism because of new national ededucation standards. [indistinct] she was running fast up the hill. The new standards follow the example of australias approach to childhood education. That country overhauled its Education System to make the arts 5 separate mandated curriculum. In china, the arts are mandated, but more during the elementary and middle school years and less in high school, when s sdents prepare for the gaokao, the countrys National University entrance exam. Put one more bead on here and one more bead on there. Tell me what youre mamaking here. A machine with wire that moves. Back here in the u. S. , a quartercentury of absent arts has left another problem. You want to put some beads on any of those things . The biggest problem that were facacing is human resourc. We need better programs for classroom teteachers and better programs for teaching artists so that they can come in the schools and be effective educators, andnd that is thehe missing link. So, they actually printed something a a transpaparency, and then they physically painted behind it and put it on top. So, one of the things. What these nonprofits will continue to provideart, drama, and music specialists who are needed to teach the kids. Would you be sad if there wasnt any drama or any arts in your school . Yes, i would be crazy sad. Why . Because we learn a a bunch of super fun stuff, whahat we dont lelearn in clalass. For full frame, this is Sandra Hughes in los angeles. Make yoururhape realllly cle. Hold it t still. Joining me now to discuss the scientific, academic, and reallife importance of Arts Education in the classroom are dr. James catterall, Professor Emeritus at the ucla graduate school of education and information studies and founder at the centers for research on creativity. Suzanne gindin, doctor of music in conducting and founding director of the Boyle Heights Community Youth orchestra. And bob bates, the founder and artistic director of inner city arts, an art space serving atrisk children on las skid row since 1989. And i want to welcome all of you to full frame. Doctor, why dont i start with you . Why is it so important . Why Arts Education is so important . Yeah, for these kids. Well, gosh, for a lot of reasons. I think one is that the arts are part of being human and thte part of developing and growing into an adult. Myself and some colleagues who study art and Child Development notice that a lot of other things go on for kids when they get involved in music. Talk to me about that. What do you see . Well, l lets start with the idea that any stimulus, anything related to the arts, and most anything else impacts the brain. And when the brain is impacted, in a way its never the same again, and so, the brain grows with experiences and musical experiences among them, so, when the brain hears a musical sound or a composition, it makes note of it, it remembers part of it, it feels part of itits an Emotional Experience as well as an auditory experience. And if a child hears the same thing againeven a long time laterthe child will know it in a way that they didnt know it the first time. And so, the brain organizes itself around experiences, remembers them, sets itself up in a way because of them, and then recognizes things that wouldntif it hadnt heard that before. But as far as what the doctor was saying abouout the organization piece of iti asked some of the parents of my kids, what have you seen in your children since theyve been in the orchestra, and one of the moms directly used that word, my child is more organized, her life is more organized, she can organize her homework, she can organize herself, she can work independently in a way that she could not before she started studying w with us. Wow, thats great. And bob, you see it, too. Well, i mean, if you think about thatim thinking of a group of kids coming in for the first time doing a painting on canvas. They areif theres a still life set up, for example, they are mixing colors, they have to make choices in there, make decisions in there. They make marks on the canvas. Those marks inform them of this is going well or this is not going so well. So, theyre dealing with their emotions, with the fear of failureeww, i dont like this, i really like this, im afraid to put another color down and ruin it. So, this very silent kind of dialogue is going on all the time and in the process theyre really developing their creative voice. Their imagination and their creativity is just flowing through that experience. And the more you put them in that experience, youre learning by doing, the more they learn, the more they grow. Its just like what james was talking about in terms of the sounds. Hearing something over beforeoh, ive done this kind of drawing before, or an oh, i feel more familiar now doing this. Speaking of building the kids, lets listen to a couple of yours and then i want to get your reaction, suzanne. Before i started with the orchestra a year and a half ago, i had really low grades. My mom found out about the orchestra. She put me in because she thought it would be better for my grades and she was right. Now that im advanced, i get to go to a better school. When learning like math because its 1 and 2 and 3 and 4, 1 and 2 and 3 and 4. Like bah bah, like 1 2. Bah 2. Its not even what they say, and i know you see thisits the expressions on their face. And this isthe one girl touched on thisit does level the Playing Field for these students in respects in terms of grades and learning and all of that. Can you talk to that . Yes, well, unfortunately, there have been so many cuts in the Public Schools in los angeles that i think the number is 76 of the arts programs have been cut in the last 6 years, and who that really affects is the elementary students, and unfortunately, those are the ones who really need it, because thats when theyre still open to these experiences and theyre still excited about everything and yet theyre sort of stuck in that school sort of fear, i dont know if i should say something, instead of being allowed to express themselves at this level, and i think what mable is speaking to right there, my budding cellist, is that this a place where she was able to make these decisions and organize her time and make these choices and experience success and therefore, oh, i can do this. And all of a suddeni am a successful person and i am a powerful person. And when you think of how little control kids do have at that agein their dayyou know, theyre being told when to use the bathroom, when to get a drink, everythingand then finally you give them a place for an hour or two where they can make all these choices and own that experience and have it be something that actually feeds their heart as well, i think that is what you saw in mables eyes. Youre mentioning shes a budding cellisti spoke to one that was a budding cellist as a 7yearold who went on to become yoyo ma, but his parents knew Classical Music, performed Classical Music. For some of these kids, theyve never even heard it before, have they . Right, right. I honestly dont know what brought the parents to my door that very first day that we opened. I think that they saw the flyer and said, this is something thats going to help my kid. And thats what they want. If this gives my kid a step up, im for it. And they brought their kids, and i think i could have been teaching folk song, or anything. I think the fact that its Classical Music is a platform for themthats what levels the Playing Field to me, is the Classical Music aspect of it, because so many other kinds of musics are culturally based within a certain peoples and Classical Music has truly become global when you see the countries that have appropriated it for their own. It speaks to o everyone, i think. Let me ask one final question. How transferable is this . If im watching this in another country and im fascinated and excited, what are some tenets that you can just pass along briefly and ill start with you, bobto somebody who may be watching this and saying, hey, i want to connect to some kids who maybe are struggling, who have all these issues that they have to deal with. I want to take them out of that environment, put them into this creative environment and let them just blossom. Put them in safe creative envivironments where they have lots of basic materials like pencils, colors, and paper, and all kinds of things to work with, and allow them to explore and to express their feelings, and encourage their growth and exploration. And its not about, like, taking and ok, this is what i want you to make todayyours doesnt look like this, so yours is not as good, or yours is better, but all those kinds of things. Put them in a nonjudgmental kind of place where e they have the kids have the opportunity to really be acknowledged for who they are and to besay, you know, who you are and what youre doing, youre learning and youre growing and maybe one day youll be a great artist, maybe one day youll be a teacher or an auto mechanic, or a scientist, or a spaceman, who knows, but put them in situations where they can make and solve problems with creative materials is just unbelievably powerful. Paper and pencil. If you got nothing but paper and pencil, feed them all the paper and pencils you possibly can. Well, ill feed you the lines, cello and bow, too, right . Well, fortunately, our orchestra is associated with a Global Movement called the l. C. Stemma global, and it stemmed from venezuela through the tradition of the government actually supporting music to such an extent that it pays for, i think theres 500,000 to a million kids now that have had this orchestraral training and now theres programs in scotland, japan, korea, spaiain. I mean, its everywhere now. Its free, the parents are involved, and the kids have access to this absolutely beautiful joyful experience, and im always interested to talk to people from other art forms, but something that music does for kids, is it has to be perfect. Youre notot going t to go to a concert where 10 of the notes are wrong. And i think asking a kid from any background, socioeconomic background, thats where the Playing Field is leveled, because it doesnt matter how much your dad d makes or how little your mom makes, you have to play it correctlyand i think that bringing that bar up high and saying in myi take my kids to the Hollywood Bowl and i say youre going to be on that stage in 5 years and they say sure, im going to be thereand thats what were doing. Youre as strict as my music teacher was. [laughter] wrong note, youre outta here. James, you get the final word on this. You know, i just wanted to get one thing on that. The idea, i think, the important thing to tell everybody is that mistakes are just simply a part of the Creative Process, because on the other side of every single mistake is a new idea. What am i going to do now . This didnt work, what am i going to do now . Yeah, how am i going to solve that problem, yeah, exactly. Which helps you throughout lifesolving problems. In everything, especially in todayswe need another steve jobs, we need more bill gates. We need these people with these creative minds. And often you dont know if its a mistake until you make itand so, making a mistake can teach you whats wrong, or what not to do and where to go next, so its all part of the process. Thank you, all three. Its been great fun. Thanks so much. Thank you. And thanks for saying we dont need another mike walter, because we dont. Well, theres no d debate that music is art, but what about the instruments that are used to make the music . Well ask craftsmen whove devoted their lives to making and preserving classical instruments in just a moment. The oldest surviving violin in the world dates back to 1564. The oldest celloto approximately 1538. Classical instruments dating back hundreds of yearsand vavalued at millions of dollarsare the most soughtafter instruments in the worldby both musicians and collectors. But for the craftsmen who dedicate their lives to repairing, restoring, and copying these instruments, these viololins and cellos and bows are a connection to a long tradition of briringing art to life. [violin playing] ive never seen one this bad before. Oh, my gosh. Yeah, thats gone. Wow. But its interesting to see how slap cut fractures. Yeah. This is a weeping willow back. K. Its weeping now. Its definitely weeping. Crying tears of blood. [scraping] my name is john daly. Im the workshop manager and i repair and restore violins. My name is colin n scofield. For the last 12 years, ive been repairing and making string instruments. [plucking strings] my name is john comride. Im a bow maker. My name is Michael Harty and im a luthier. I specialize in the repair, restoration, and setup of violins, violas, and cellos. Well, you could approach it from a forensic point of view. If you have a lot of scratches and dings on this side of the finger board, you know its been plucked very aggressively. Other times when you find corners that are missing, or chewed up, you know that the violinist might have a very aggressive approach with the bow. I came across a violin in italy at my friend brunos workspace that had a burn mark in this area. And i asked him the story behind that and he explained that it was an old french violin that had been played in a cafe, probabably by a jazz musician. And that violinist was smoking at the same time he was playing it. So, the ashes would fall off the cigarette and rest on the top of the violin. The result was a small burn mark on that area. You can get a lot of stories off of one violin. It definitely collects the history of its players. Certainly, i think everyone has, or most people seem to have an affinity for older things. Theres certainly old instruments that sound wonderful, but there are plenty of new instruments that sound equally good. So, its a little bit more just the aura and the. I dont want to call it prestige, but just the feeling that you get that youre the caretaker of something thats old and has a lot of history to it. I believe thahat most makers have a diverse background. I feel you need to know the history of your craft to be able to focus within it. My focus has always been to try to understand how to read an instrument, how to say, ok, i cant get this instrument to be popowerful, but i can get this instrument to be very, v very sweet and responsive. And being able to produce that for the player. [playing notes] i used to be a musician and i always went to violin shops. I was always hands on and i thought that i could learn to do violin making and i realized after exploring that a bit, that its very complicated and i thought bows were simple. And i learned that bows are not very simple, ultimately. So, it sort of overtook my being a musician to being a craftspeperson. Bow making is different from violin making because its metal working. Making each end of the bow is making this portion, which is metal and seashells and ebony. Its s a lot of differerent materials anana lot of different technical work. Its carving, its machining, its sawing, its planing, its filing, its a lot of different things. Most people have no idea whatat a luthier is. The word comes from the old italian word luti, which originally meant lute maker in the renaissance. And that was the popular instrument to make. So, luti was for lute makers. At the end of the renaissance, eventually the violin gained popularity and all those who were making lutes changed to making violins. So, luti currently technically really means anyone who works or builds string instruments. But you know today, luthiers have two responsibilities. They have the responsibility of making new instruments, and also a luthier is somebody who restores the older ones and preserves them. Kind of rejuvenates and gives them a new lease on life. [playing notes] this is about a 280yearold instrument and there was dryness, humidity problems in where it was being stored, that caused a lot of old cracks that had previously been repaired to open as well as some new cracks. A lot of times, we can repair cracks from the outside without removing the top plate. But in this instance, we had to take the top plate off to propoperly ge e and then s secue cracks. [cello playing] the wood selection is really important. Historically, france and germany had largescale productionsthousands of peoplele making instruments and parts, and strings and cases. And it only makes sense now that thats happening in china. Woods like this, this wood has to sit and age from the time its cut for about 30 years before its usable. And when youre making Large Production of an instrumenent, you need materials that are viable. And to make an instrument in Southern China and have it be viable in new york in the same year, with all the weather shifts and the different climateits really difficult to do that. [cello playing] i dont think that the art is dying. I dont think that there is a loss of information. I think, actually, now, we live in a time e of information. You can n go online and learn a lot about violins and bows that you couldnt learn before the internet was available. I think its going to continue to flourish and the big difference i think now in violin making and bow making is its done worldwide. [playing notes] the process of apprenticeship really is the art of imitation. This is the kind of industry that youll spend a lifetime learning about things in every department but still, at thehe end, you cantheres always still something to learn. So, i dont think theres ever an official end to an apprenticeship. [playing Classical Music] one of my first masters told me that i could become a doctor and make a lot more money in far less time than it would take to o become a master luthi. I dont think were as important as doctors, frankly. But i think the musicians might think were that important. My goal has always been to produce the violin and make it as best as i can until the day i can no longer make. And restoration and repairs have beenive focused on those to improve my making. But id say not every violin maker focuses, every luthier focuses on making. I would like to see my brarand, my violins get played on by great musicians. Thats it for this week. Join the conversation with us on social media. We are cctv america on twitter, facacebook, and youtub. All of tonights interviews can be found online on cctv americas youtube page. And let us know what youd like us to take full frame next. Email us at fullframe cctvamerica. Com. Until then, im mike walter in los angeles. Well see you next time. China Central Television america. Philanthropyits often thought of as a feelgood gesture only possible for the rich and famous, but is it time to rethink philanthropy not as the amount spent but rather how each dollar is put to work . Im mike walter in los angeles. Lets take it full frame what would you do if you had unlimited resources to accomplish something great in the world . This is the challenge that legendary investor Warren Buffett posed to his children in 2006. Thats when the second wealthiest man in the United States announced he was leaving the majority of his fortune to philanthropy. Buffets oldest son howard accepted the challenge. With a 3 billion endowment from his father, hes helping the nearly one billion people worldwide who live with hunger every day. I sat down with Howard Buffett to get his thoughts on philanthropy and the cause that he hopes will one day put him out of business. The book is called forty chances finding hope in a hungry world. Your father writes the forward, and he writesand he suggests most of thehe 7 billion peoplple on earth found their destinies determrmined at birth, and d he goes on to say, we do sit in the shade of the trees planted by others, but then later about 400 pages in, youve got africas first woman prprident, andnd she says, we were bypassed by education, deskilled by years of war and instability, and it really gets to kind of the heart of what your fathers saying and what shes saying. And im sure you must sit there and think, you know, ive hit the lottery in many respects, and many of the e people that yourere helpg did not. Is that something that drives you, fuels you, or is it something you stay up at night thinking about . It absolutely drives me fromm the standpdpoint that im reminded every day of how many peopop dont have what i have, and im also reminded that i didnt earn it. You know, you start in a place in the world where you eithther have limitedd opportunities or manyy opportunities, and being born when i was born, who i was born with the parentsts i had in this country was a phenomenal opportunity, and so whats realally irritating to me is whn i hear other people say, well, i did it. They can do it. But the truth is it isnt that simple. I find that really frustrating in people when they feel that just because they had this incredible fortune to be born in this country in a system that allows you to excel that they shouldnt take some of their own resources and susupport people who havent had that same opportunity. When n it comes to philanthropy, youve got kind of a d different point o of vie, and its almostthe books interesting in a way. Its almost k kind of holding a mirrr up to philanthropists, saying, hey. Look in the mirror, reevaluate things in a way, isnt it . Well, look. Theres no question that we havent been very successful in a lot of what weve trieded to do in the lastst 40 or 50 years because if we had we wouldnt have the scale of problems that we have. So i think that just is by itself the mirror, and you need to say, look. You know, we need to do some things differently, we need to think differently, we need to be more innovative, we need to take more risks, we need to do a lot of things that unfortunately to some degree the dynamics that we have in philanthropy dont support. I mean, im not going to stand up at my fundraisers as a Public Charity and say, i want to show you the 3 biggest failures we had this year. Nobodys going to write me checks. So im not motivated to be honest. Im not motivateddoesnt mean im dishonest. It just means im just not motivated to put out front those things that didnt work well, and were in the best position we could possibly be. As a private family foundation, i dont have to have to have a fundraiser, i dont look to other people for money. I can take the risks, and i can say, we failed atat this. And so one of our biggest goals at our foundatioin isis to take thahat risk and thn let people know what didntt work. One of the things that comes up quite a bitwe cant use wewestern ththinking to solve african challenges. And perhaps thats one of the problems is theres guys out there who look very much like you going to africa, saying, im going to write this check, were going to do this. And you talk about how theres a stove put in the house, and then you drive by, and its outside of the house, that they didnt want the stove. I mean, talk to us about some of that disconnect that we see. Well, the easiest way to say it is if i hadnt been to most countries on the continent of africa and spent a lot of years traveling, speaking to thousands of farmers, i would be doing the same thing. I would be sitting in the United States, thinking how i think, thinking within the paradigm that weve developed, pretty much feeling like i have all these same resources to use to solve the problem, and the truth is i dont. When you land in another continentit isnt just africaeverything is different. The culture is different, the Infrastructure Availability is differerent, the policy is different ththe governance is different, the rule of law is differerent, everythingng is different. So i cant t just pick up here and ed upup over there and say my idea is going to work. Most of the time, we fail to listen very ll, so foror me, its really about how do we liststen and thn how do we understata the context of what that problem is in, and then we need to figure out how to solve it, and 9 out of 10 times, it wont be what i thought it was going to be when i went therere. And one of the things you talk about is the old waythe rich dole it out, the poor passively accept itand you say thats ending. So whahat isif you were to look at the landscape and draw a picture of what the future looks like, a successful future, what would it look like . Well, it would be more balanced. It would be more balanced environmentally, it would be more balanced financially, it would be more balanced in terms of opportunity. Those are big challenges. I mean, its s not going be easy toto get there, bt i think the change that has to take place is that most people in the world have to have some kind of opportunity within the context of how they live and where they live and what those opportunities are, but t they have to have some opportunity to become economically independent. They have to be able to feed their family, they have to o feel that their kidsde going g to be able go to school. You u know, evererybody in t thd wawants the sasame thing e excea very, very m minute percent of pepeople who are really in a radical l group, andnd they wano improve ththeir life for their kids. So its not rocket science. Itts the tough partrf rolling up youour sleeves and getting the changeges made that need to happen. But you talk about the interlocking quality of the fact that this famine and war and all of these things are kind of tied together. One of your first stories is about sitting across from a warlord, and iim sure it must have gone through your head, here i am. Ive got the white hat. Im coming in, im trying to change things. This guys got the black hat, but its such an interesting, unique dynamic, but food is power in a sense, isnt t it . The t truth is s i dont thik there are white and black hats. I think that there are peoplelethere are some pure evil people, theres no question about it. You c can gie them a black hat, but theres a lot of people that do things bebecause theyre able e to gety with it, because they dont feel they have choices. I mean, if you go to the world bank or imf or anybody else, theyll say, well, poverty is 1. 25 a day in terms of earning power. They always put an economic value on it, but i can tell youou its not that simple. I was in drc, oh, i think about a year ago, and theres a cocoa project were involved with there, and this farmers talking to me, and he says, you know, the people here tell me i used to live on a dollar a day, and he says, i dont know if i lived on a dollar a day. He says, what i know is i couldnt feed my kids 3 meals a day and sometimes s no meals a day, and i knew my kids couldnt go to school because i couldnt pay the fees. And hee says, now they tell me i live on 6. 0000 a day. He says, i dont know if i live on 6. 00 a day. And the truth is it doesnt matter whether its 4, 5, 6, or 7. To o him, what matters ishe says to mehe says, my kids are in school, and hes very proud. All my kids are school, i can pay all the school fees, they eat every day, and they eat well every day, and we even have a little money leftftover. So its not always in economic terms, and we think so much that way in the world that we live in because everything around us is in economic terms. Lets s talk about phililanthropy. Its become a business. Theres consulultan, theres visors, theres s pr strategies, therees these fundraising efforts, theres the e balls, the galas, and that is so far removed from the experience that you have, and again, it gets to what you were talking about. Youou kno when you have the gala, youve got to have the little 4minute video to shows this or that and how successful they are, but so much of it is the business and keeping the business going. You want to put yourself out of business. Its a a differentt strategy. I think thatwell, im on the board of a group, a nonprofit in africa that theier strategy is to be out of business in 2020, and i think thats great,t, and basically the attitude i is if we cant get it done by then,n, somebody else ought to try it because were not getting it done. So our foundation is out of business after 40 years from 2006 when my dad gave us what we call the big gift, and, you know, i think that if you have this attitude that im going to be out of business in 40 years or 20 years or whatever the number is you pick, then youre going to behave differently. You even hire people differently. Because youre going to hire people that are gonna take risks, not people that are going to sit back and think the status quo is ok. Youre going to try things that you know probably arent going to work, but thats ok because thats how youre going to get your learning experience into that compact time frame that you set, and so all of a sudden, youre thinking aboutthe clock is ticking, the clock is ticking, so youre thinking about how am i going to get as much done as i can get done in this time frame . And its really a different mindset. Do you feel like ththe wealty have a an obligation . Anand i wa you to kind ofof touch on the thing that weve seen in s some countries where theres an abundance of wealth, where this is kind of something that theyre not used to, giving away the wealth. What would you suggest to somebody whos just perhaps this isnt part of their culture about what its like to give . Well, a big part of it is exactly that. Its not part of their culture. W weve actually struggled with this a little bit in south africa. Weve been working in south africa for over a decade and a half, and it isnt that they arent a giving culture, but ththey dont haveve tax systetem that encourages it. Its not something ththat they can always afford to do, so theres different pieces of it that fall into the decisionmaking and what drives it, but i just boil it down to simple terms. I dont know if the number is 10 million, 50 million, 100 million. I dont know what the number is for eveverybody. Everybody is gogoig to have a different number, butt theres a number that when you have 100 million dollars, ok, i dont need my fifth yachti dont owown a yachtbt i dont need a fifth house, i dont need, you know, whatever it is. I dont need another jet. What i know is i have excess wealth, and, look. If you earned it, you pick the number. I dont think people should tell you what that number is or what you should do with that money, but i do think you should be able to recognize the fact that at some point you have everything you need in your life, ok, and then if you want, double it and then feel really comfortable, but what do you do with the rest of it . What you do with the rest of it is try to be as intelligent about how you were earning it and give it away intelligently. Everybody has a point of excess. Everybody wont get to that point, but those who are very wealthy will have that point. Why f focus on this p particr issue . Because you do talk about at the beginning of the book aboutnobody ever starved saving a tree, i think, is how you put it. So this wasnt your initial focus. Why . So i started out in conservation. Its never left my heart. I mean, you know mountain gorillas, cheetahs, polar bears, some of the things weve funded for years, we still do a little bit of that, but i learned that that phrasewhat dennis avery said to me, no one will starve to save a tree, in 1992 has never left me because its so true. If people are trying to survive day by day, week by week, they dont care what resource they destroy. They dont care if water is polluted, they dont care if soil is eroded. They cant care about that because they have no choices, and so what i learned was youve got to give those pepeople choices, youve got to give those peoe an opportunity to b beas i sasaid earlier, economimic indepependee is a big piece of it. If you can put them to work or you can have farmer who has better yields and more productivity so he can enter a marketplace that he couldnt be better before, whatever it is, the end result, the exit strategy has to be im going to take people permanently out of poverty. They wont destroy the environment. They wont pollute water. They wont ruin the soil. So it was a lesson it took me a little while to learn,n, but now that were doig what were doing so much more obvious to me than it ever was we dont get to put the words on our epitaph, but if you werere to, would it be farmer or farmer who tried to help other farmers . How would you like to be remembered . What would your legacy be . Well,l, i mean i i love business, and farming is a busisiness, and d i think peopoe forget that, but i think the legacy i would like to have is just that we change some peoples thinking. We change them to think bigger, faster, more urgent, take more risk. I mean, i really want to see thinking change. I want to see people that are momore willing o fail and talk about that failure. I think today in this word we have big problems, and we are too unwilling to be honest about what its going to takeke to solve them. Some of ththem dont fit our feeling or our definition of whats humane sometimes. It doesnt fit whats convenient. It doesnt fit whats comfortable. I mean, it takes us out of our comfort zone, so we need to get out of that, we need to get out of the comfort zone, we need to take the challenges, and we need to take the risk. So i want people to think differently. Thats my two words. Think dififferently and then that will make you act differently. Well, i know you dont like to distribute the black hats and the white hats, but i think youve earned a white one. Thanks so much for youour time. I apprpreciate it. Thank you so much. Its been great to be here. As Howard Buffett s sugststs, a key elenent in attacacking worlrld hunger is to focus mor clearly on the root causes. Well explore whats being done to change global thinking on hunger next. There are 842 million undernourished people in the world today. That means 1 in every 8 people on the planet expeperience hunger every y day. Its so bad that the United Nations says its the number one Public Health threat worldwide, grereater than aids, malaria, and tuberculosis combined. Inin 2012, the worlds wealthiest nations committed to a new alliance to take on the root causes of globalal hunger, poverty, and underdevelelopment and reform the current food aid system. Now is ththe time to work togetherer and honor our promises. Governments, business, farmers, scientists, civil society, and consumers, we all have an Important Role to play onon end to hunger in or lifetimeme. T True Development involves not only delivering aid but also promoting economic growth, broad based, inclusive growth that actually helps nations develop and lilift people out of poverty. The whole purpose of devevelopment is to create the conditionsns where assistance es no lononger needed, where peoe have the dignity and thehe pride of being s selfsufficient. We should do things differently. Well never beat hunger just by spending more money or getting developed nations and philanthropists to somehow do development to the developing world. It has to be about doing things differently. 98 of the worlds hungry currently live in developing countries, so what can be done differently to find a lasting solution to global Food Insecurity . Joining me now with their perspectives are dr. Eric shockman, president and founder of Global Hunger foundation; saul minkoffhes the cofounder of pulse, a mobile savings device aimed at increasing Food Purchasing power for impoverished communities; and from washington, jon brausehes the director of the un world food programmes Washington Liaison Office there in washington, d. C. Eric, saul, and jon, thank you so much for joining us here on full frame. Eric, why dont i begin with you . There was the camp david summit back in may of 2012. They came up with this new initiative. Its going to lift 50 Million People out of poverty in 10 years. Very ambitious. Can you just kind of give us the contours of what the programs all about . So this contour, this g8 Alliance Decision was really made to really effectuate a cooperation between the g8 governments, the nonprofit sector, and to really also bring in multinational businesses into the equation, and i think the opportunity of really sort of thinking differentlyat least in africa, which is where this initiative is really based and africa does have legitimacy for focus. So the initiative is really driven theoretically from the grassroots up. So the countries themselves, the oneshat are really chosen from the g8 initial offerings, would then take their country plans and then send them to the g8 for sort of ratification, and then the wraparound would be really for Global Entities to then come and start putting grassroots operations into effect. Let me shift to washington, d. C. Jon, youve got boots on the ground there. How effective is this Program Going to be . Just looking at it on paper, what do you think are the chances . Well, i think the chances are reallyly very good, but i think its important to s sort f go back to what your opening clips said, and thats that delivering food assistance, as an example, isnt really the answer, and what the g8 is tryiying to do now is tryiying o get the governments themselves, the recipient governments if you will, to recognize the things that they n need to do to improve agriculture productivity among the small holder farmers, to get the communities themselves to embrace the market changes that need to take place, and then to weave that into the traditionanal, if you will, humanitarian and Development Streams and come up with a much more effective, sustainable solution to poverty and hunger. Jon, just as a follow up, talking to howard buffet about this issue, listening to u. S. President obama and Prime Minister cameron, it kind of makes you think of the old proverb, you know, give a man a fish, feed him for a day. Teach him how to fish, and you feed him for a lifetime. E. This is kind ofthey act like they kind of struck on something, this genius method, but it seems like its just kind of common sense in a way. It is common sense, but thats not always what prevails around the world, and what weve seen is that in the past, the United States as an example, there was not a lot of investment in agriculture. We thought we should be shipping our assistance from the United States to the recipient countries, but under the obama administration, they, with their feed the future initiative, have recognized that you alshahave to ininvest n the productivity of the smalll holder farmers and help the markets of the developing countries improve so that they become more efficient and then that again tied with the Traditional Development and humanitarian streams will result in far more growth that is far more sustainable. And, jon, were going to talk a little bit more about that in just a minute, but i want to get to saul, and to set things up and kind of give our audience an idea of what pulse is all about, theres a clip on your web site, and id like to share that with our viewers, and then well talk about it after we watch it. Pulse enables families in urban slums to smooth out the peaks and valleys of their small and unpredictable incomes. Users can save and deposit money through a simple textxt message and redeem it for food. This creates a safety net whwhich empowersrs families to d their own and eat with dignity. First and foremost, that voiceover announcer, phenomenal. I know that was your voice, but let me go there. Whats really interesting about pulse iswere talking about common sense solutions. You can tell people were there on the ground, kind of surveying the landscape, and you guys came up with the ingenious plan. Tell us about it. Yeah, so pulse is a mobile platform that allows people to save money, as you can see, when and where they buy food, and the beauty of it is it allows people to take the power of the household incomeand we target mothers especiallyinto their own hands. It allows them to create a rainy day savings account, and through a network of vendors that we authoririze, we make sure that money is spent t specifically on foodod, healthy food. We onboardrd vegetable cart vendors and local grocers to make sure that mothers are able to save money through their phone and to be able to buy the food that they needed to help their family. But t take it a s step furtrr because what you saw was that instead of getting change back from these vendors, they give them shampoo or things they didnt really need. Instead this is the savings account that buildlds up, and what are the results, what are you seeing . Well, the results of thisof women being able to get their change back in the form of electronic credit ininstead of a shahampoo bottler a chocolate bar, which is often the case when theres insufficient change, was we saw an increase of 12. 5 in their monthly food budgets. Now to put that ininto perspective, thatats about 15 healthy meals every month. So its extremely importrtant. Its money y which woululd otherwise vever have ben there, money thahat they didnt know t that they were e not getg back, so its going toto a muh better cause. And, eric, let me get you into this conversation because we had a chance to visit before the broadcast, and you were asking, well, how many people actually have cell phones . And its phenomenal how many. So i guess the question is is this something thats scalable . Because thats what people look for, and what are your thoughts on that . And i want to get you to jump back in in just a second. Yeah. I think the scalability of pulsewe were talking about that prioris phenomenal because, again, i think having a savings account for poor peopleespecially in the third world who live on a dollar a dayreally gives a jumpstart to thinking about hohow to eradicate p poverty, hw to build yourself out of poverty, and first and foremost, do that through food security, so i really like the model. I think its a very creatitive model. Jon, let me draw you into this conversation. What are your thoughts when you hear about these Innovative New ideas . This is sort of what Prime Minister camerons talking about and Howard Buffett, as well. You know, weve got to break the old ways of doing things and kind of really try some new ways of looking at things because this has been a serious problem for decades. Yeah, thats right. Technology is actually helping us in justst enumerable e ways n helping promote development. One of the things thats also being done with cell phonesjust as an asideis that theyre being used to transmit market data to farmers in the developing world, and when a farmer has a better idea of what his crop is worth, hes much more competitive when negotiating with the traders when he sells it. So just Little Things like that can change the dynamics for the small holder farmer, but in the case of the world food program, were using technology to improve the way we provide assistance to some of the beneficiaries that were trying to support. In the case of our response in syria, were using the evouchers, electronic vouchers, and the credit cards that you may of heard about to make sure that we can give people something that they can use that gives them more control over the types of food th t they buy y and gives them, in fact, a greater nutritional benefit than the delivery of a few fixed commodities from a faraway location. What are the greatest challenges facing International Aid organizations would you say, jon . Well, i really think there are two. Number one of course is the scale of the problem, the magnitude thatat you mentioned, again, in t the openining, 800 million p peopleo are still chronically food insecure. In wfp, were the largest humanitarian organization in the world, and yet we only serve about
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