We created a special book, illustrated by Emiliano Ponzi, to display the correct usage of water in opposition to its waste. In the book, the blanks where the water was supposed to be, have been left white, to let children color them in with a blue marker. But, with the purpose of teaching them that water is not unlimited, the marker has been tampered, so that it is impossible to color all the illustrations with it.

The Waterbook project was launched on March 22, in connection with the World Water Day. We handed out copies of the book to the children of an elementary school in Milan and uploaded a video of the experiment to the internet.

We also sent out special sample kits to journalists and influencers, to give the initiative greater resonance.

The initiative became a sensation, gaining free media space worth over 330,000 euros and reaching more than 10 millions people in only one day.

Parents and teachers immediately started to ask for copies.

The attention that the project aroused hasn’t gone unnoticed, as Feltrinelli, an important publishing company, has shown its interest in it and is now publishing and distributing the Waterbook in shops all over Italy, making it an actual education tool.