Istat research in 2019 showed high levels of water wastage in Italy, with Italians among the largest culprits in Europe. Moreover, almost 80% of Italians pre-rinse dishes before dishwasher use.

That’s why Finish, thanks to the performance of its products that avoid pre-rinsing and save up to 38 litres with each wash, has been fighting against domestic water wastage for years with the "Acqua nelle nostre mani" project.

Water conservation has become increasingly relevant in the last few years due to climate change, causing progressive droughts all over the Italian peninsula. What's incredible is that Italians did not know about this desertification phenomenon in the slightest.

Thus, the aim of this project is to create awareness of water scarcity and drought effects in Italy and to encourage a more conscious and responsible use of water.

“Deserti d’Italia” (Deserts of Italy) has already become a trending topic in Italy since the “Travel Guide to the Deserts of Italy” began circulating. All Italian media outlets have started using this definition to talk about drought and desertification in Italy, generating awareness of water scarcity.

The guide has reached over 50 million people through over 280 articles and 9 news broadcasts.

It has also made its way to schools.

All this to urge Italians to face this frightening reality.

Moreover, the conversation sparked by the guide made it on to the political agenda.

The whole country now knows that Italy's desertification must be stopped at all costs.

Something abnormal is happening in Italy: deserts are popping up all over the country.

A process that’s been going on for years and reached its peak spread in 2022.

Here are some numbers of Italy’s desertification: 70% of Sicily, 57% of Apulia, 58% of Molise, 55% of Basilicata, 30-50% of other regions.

In this context, we created the first Travel Guide to the Deserts of Italy. This was not just a thought-provoking gimmick, but an actual detailed guide to the 13 Italian deserts, including landmarks and routes, along with the stories of local people who have lived there since before desertification.