Italy, known for its stunning landscapes, rich history, and vibrant culture, is facing an unexpected phenomenon: the emergence of deserts across the country. This alarming development, which has been gradually unfolding over the years and peaked in 2022, prompted Reckitt, a leading household products brand, to take action.
With its longstanding commitment to water conservation through initiatives like the Acqua Nelle Nostre Mani project, Reckitt recognized the need to raise awareness about the growing desertification in Italy. To address this issue, Reckitt collaborated with renowned photographer Gabriele Galimberti to create the first-ever Tourist Guide to the Deserts of Italy.
Unlike traditional tourist guides that showcase picturesque destinations, this guide offers a stark portrayal of Italy’s desertification crisis. Through captivating photography and insightful commentary, it sheds light on the environmental challenges facing the country and provides practical tips for water conservation in everyday life.
The guide, meticulously crafted by Reckitt and its partner agency Havas, takes readers on a journey across Italy, from the northern regions to the southern tip of the peninsula. It highlights 13 distinct desert areas that have emerged as a result of water scarcity and environmental degradation.
Each section of the guide offers a detailed exploration of a specific desert landscape, accompanied by striking imagery captured by Gabriele Galimberti. His bold and thought-provoking photography provides a raw and unfiltered glimpse into the reality of desertification in Italy, challenging readers to confront the harsh consequences of water wastage.
In addition to raising awareness, the guide serves as a practical resource for individuals and communities seeking to adopt more sustainable water practices. It includes valuable tips and strategies for conserving water in daily activities, empowering readers to make a positive impact on the environment.
By leveraging the power of visual storytelling and expert commentary, Reckitt’s Travel Guide to the Deserts of Italy transcends traditional advertising to deliver a powerful message about the importance of water conservation. It underscores Reckitt’s commitment to environmental sustainability and its dedication to driving meaningful change in communities across Italy.
Published in April 2023, this innovative campaign represents Reckitt’s ongoing efforts to address pressing environmental issues and promote responsible stewardship of natural resources. Through initiatives like the Tourist Guide to the Deserts of Italy, Reckitt aims to inspire individuals and organizations to take action against desertification and safeguard Italy’s unique landscapes for future generations.
