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 million Italians 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.

Our ambitious objective was not just to launch an ordinary illustrated book, but to create an educational tool for the next generations. And the most effective way to reach our purpose was to bring the book in a real school, where the children had the opportunity to play with it and to discuss the topic with their teacher.

Most people are already aware of the problem, but they just don’t seem to care enough. That’s why we decided to teach the value of water to those who really own the future of our planet, tomorrow adults: children. Furthermore, the Waterbook is not only intended to educate children, but also to make them talk with parents and teachers about the issue, focus their attention on the subject too.

Water is probably the most endangered resource on our planet. Ferrarelle, one of the most important producers of water in Italy, knows such a dire situation very well and wishes to teach the value of water to tomorrow’s adults: children.