
A network of municipalities for public water sustainability
Encouraging the use of local water sources and reducing plastic consumption: this is the mission of “Water Doesn’t Flow Upwards”, an initiative launched by ATA Rifiuti in collaboration with Viva Servizi, now supported by 32 municipalities in Ancona Province.
The project aims to:
💧 Promote high-quality public water and reduce reliance on bottled water.
🌍 Minimize plastic waste, especially single-use packaging.
🚴 Encourage sustainable tourism, using water sources as key attractions.
“Environmental sustainability is a daily challenge that requires concrete actions. This project fosters a cultural shift toward conscious public water consumption and reduced plastic waste.” – Daniele Carnevali, President of ATA and Ancona Province.
“Cycling from Source to Source”: The 2025 Innovation
🚴♂️ “Cycling from Source to Source”, launched in partnership with the Michele Scarponi Foundation, invites people to explore the region by bike, following routes that connect public fountains and water stations.
📍 An interactive map highlights water refill stations where citizens and tourists can refill their bottles for free or at low cost.
📖 A book-reportage will showcase 36 water-friendly municipalities, featuring maps, interviews, and stories from locals.
“Cyclists understand the value of water and sustainability. This initiative connects these two fundamental elements, emphasizing road safety and environmental responsibility.” – Marco Scarponi, Secretary of the Michele Scarponi Foundation.
Water-friendly municipalities and the “Memory Bottle”
In 2024, 11 more municipalities joined the project, including Fabriano, Chiaravalle, Sirolo, and Trecastelli, bringing the total to 32 participating towns.
The “Water-Friendly Municipality” award, recognizing efforts to promote public water and reduce plastic, was granted to 19 additional towns, including Senigallia, Castelfidardo, and Falconara Marittima.
💙 The project’s symbol is the “Water Doesn’t Flow Upwards” reusable bottle, available at participating businesses. To receive one, users must share a memory related to a local public fountain, contributing to a regional water diary.
📱 A QR code on the bottle connects users to an interactive map, helping them locate the nearest public water source.
A Collective Commitment to Sustainability
“Drinking public water is more than a daily habit; it’s an act of responsibility toward the planet. By involving citizens, institutions, and businesses, we can significantly reduce plastic waste.” – Matteo Giantomassi, ATO2 Ancona (ATA).
“As water service providers, we ensure high-quality water, but we also educate new generations about environmental responsibility.” – Moreno Clementi, General Director, Viva Servizi.
📢 Explore the project at 👉 Water Doesn’t Flow Upwards
What do you think about switching back to local water sources? Leave a comment below!