{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Bottled water lovers in Italy reintroduced to fresh water' data-url='/boclips/videos/5c54bb8dd8eafeecae125e6b' data-video-url='/boclips/videos/5c54bb8dd8eafeecae125e6b' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nBottled water lovers in Italy reintroduced to fresh water\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eFlorence - November 2, 20101. Wide shot, tilt down of a monumental fountain at Piazza della Signoria2. Close up of water gushing out of a fountain at Piazza della Signoria3. Close up water sprinkling into a pool of water4. Wide of Piazza...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eFlorence - November 2, 2010\u003cbr/\u003e1. Wide shot, tilt down of a monumental fountain at Piazza della Signoria\u003cbr/\u003e2. Close up of water gushing out of a fountain at Piazza della Signoria\u003cbr/\u003e3. Close up water sprinkling into a pool of water\u003cbr/\u003e4. Wide of Piazza \u003cbr/\u003e5. Wide shot of the exterior of the COOP supermarket \u003cbr/\u003e6. Medium shot, tilt down of a map of Italy featuring the location for each bottled water company sold inside COOP\u003cbr/\u003e7. Wide shot of customer checking water brands along the water isle inside COOP\u003cbr/\u003e8. Wide shot, pan right of an old man pushing his shopping cart along the water aisle inside COOP\u003cbr/\u003e9. Medium shot of the old man lifting a six-pack of mineral water and putting it inside his cart\u003cbr/\u003e10.  Medium shot of a woman picking up a six-pack of mineral water and leaving\u003cbr/\u003e11. Medium shot of COOP customer, Alessandra Galati, at the water aisle with her daughter\u003cbr/\u003e12. SOUNDBITE (Italian), Alessandra Galati, COOP customer\u003cbr/\u003e\"I don't like the water in Florence, it has too much calcium, that's all.\" \u003cbr/\u003e13. Close up, pan left of a young woman holding to bottles of water under her arm, then leaving\u003cbr/\u003e14. Wide shot of the Arno River \u003cbr/\u003e15. Medium shot of a bridge above the Arno River\u003cbr/\u003eFlorence - November 3, 2010\u003cbr/\u003e16. Wide shot of water scientist, Giorgio Temporelli, drinking mineral water by the Arno River\u003cbr/\u003e17. Medium shot of Giorgio Temporelli drinking water by the Arno River\u003cbr/\u003e18. SOUNDBITE (Italian), Giorgio Temporelli, Research Director AMGA: \u003cbr/\u003e\"There are many reasons why Italians are the highest consumers of bottled water. Certainly, the sector invests heavily in advertisements. But it also depends on the fact that our country offers a great number of mineral water springs that are used for bottling.\" \u003cbr/\u003e19. Wide shot, pan right of filtering pools at Publiacqua's sanitation plant in Florence\u003cbr/\u003e20. Medium shot, pan left of Publiacqua's filtering lab, showing samples of the different phases of sanitisation\u003cbr/\u003e21. Close up of filtering tank showing the Arno River's water after sanitisation\u003cbr/\u003e22. Medium shot of Publiacqua president, Erasmo D'Angelis filling up a cup of water from the in-house Publiacqua fontanello \u003cbr/\u003e23. Wide shot of Publiacqua president, Erasmo D'Angelis filling up a cup of water from the in-house Publiacqua fontanello \u003cbr/\u003e24. SOUNDBITE (Italian), Erasmo D'Angelis, Publiacqua president:\u003cbr/\u003e \"Everyone can drink what they want, it goes without saying. Ours is a crusade against a prejudice that refuses to die, a prejudice that considers water from our aqueducts, the mayor's water, as lower quality water, something to worry about drinking.\" \u003cbr/\u003e25. Wide shot of the fontanello outside COOP supermarket\u003cbr/\u003e26. Medium shot of a man filling up a bottle of water at the COOP fontanello\u003cbr/\u003e27. Close up of a man tightening a cap on his bottle of water after filling it at the fontanello\u003cbr/\u003e28. Wide shot, pan left of a fontanello fan, Claudia Agati, and her son walking across the COOP plaza after filling up her bottles of water\u003cbr/\u003e29. SOUNDBITE (Italian), Claudia Agati, Florence resident: \u003cbr/\u003e\"I know the water from here is the ideal water for your diet.\" \u003cbr/\u003e30. Medium shot of a man filling up a gallon-size bottle at the fontanello\u003cbr/\u003e31. Wide shot of the same man driving away on his bike after filling up his bottle at the fontanello\u003cbr/\u003e32. Wide shot of the side of the fontanello which provides information on the chemical process of PET\u003cbr/\u003e33. Close up, zoom out of the side of the fontanello which provides information on the chemical process of PET\u003cbr/\u003e34. Wide shot of Florence resident, Riccardo Raffaelli, filling up his bottles at the fontanello \u003cbr/\u003e35. SOUNDBITE (Italian), Riccardo Raffaelli, Florence resident, \u003cbr/\u003e\"You save containers, you save plastic�it's a good idea.  They should have it for wine too.\" \u003cbr/\u003e36. SOUNDBITE (Italian), Erasmo D'Angelis, Publiacqua president:\u003cbr/\u003e \"The response has been exceptional.  Each fontanello, like this one, distributes something like 120,000 litres a month, that translates as many bottles saved, and CO2 emissions that aren't released.\"\u003cbr/\u003eRome - November 4, 2010\u003cbr/\u003e38. Medium shot of a sign reading, \"Mineracqua,\" at the entrance of the Rome office of the association of bottled water companies. \u003cbr/\u003e39. Medium shot of Mineracqua president, Ettore Fortuna\u003cbr/\u003e40. Close up of Fortuna's hand scribbling on a note pad\u003cbr/\u003e41. SOUNDBITE (Italian), Ettore Fortuna, Mineracqua president: \u003cbr/\u003e\"In my view, this issue is being treated as propaganda and is not dealt with correctly.  If you want to talk about sustainability, we are open, let's talk about it, lets come together.  But you cannot expect that one sector of the industry�because it's the same story over and over.  It seems like only mineral water must contribute to society.  All other products are not included.\"  \u003cbr/\u003eFlorence - November 2, 2010\u003cbr/\u003e42. Wide shot of tourists alongside the Arno River in Florence\u003cbr/\u003e43. Close up of a public fountain spewing water in Florence\u003cbr/\u003e44. Close up of water running into the drain of a public fountain in Florence\u003cbr/\u003e45. Wide shot of a Florence resident walking to a public fountain, drinking from it and walking away. \u003cbr/\u003eHundreds of natural springs, rivers and lakes have provided Italian cities with a massive supply of drinking water for centuries.  \u003cbr/\u003eWith such a rich resource at hand, Italians have developed a picky palate that has made them the highest consumers of bottled water in Europe, and third in the world according to the 2010 Beverfood report. \u003cbr/\u003eItaly's love affair with bottled water feeds a 21-billion Euro ($29 billion) market that bottles 12 billion litres every year.  \u003cbr/\u003eExperts at the Italian research foundation, AMGA, say that thirty years ago Italians drank 50 litres of bottled water a year; today, they drink more than 200 litres. \u003cbr/\u003eBecause most of the water is bottled in plastic, experts say this habit is producing tons of trash and CO2 emissions.  \u003cbr/\u003eBoasting more than 60 different labels, Tuscany is a strong consumer of bottled water, according to Beverfood. \u003cbr/\u003eBeverfood is a Milan-based publishing house that publishes annual reports on the bottled water and soft drinks markets.\u003cbr/\u003eFlorence resident Alessandra Galati stocks up on bottled water in her local supermarket. \u003cbr/\u003e\"I don't like the water in Florence, it has too much calcium, that's all.\" \u003cbr/\u003eGiorgio Temporelli, Research Director of the environmental group AMGA.\u003cbr/\u003e\"There are many reasons why Italians are the highest consumers of bottled water. Certainly, the sector invests heavily in advertisements. But it also depends on the fact that our country offers a great number of mineral water springs that are used for bottling.\" he says. \u003cbr/\u003eSince June 2010 Florence's water supplier, Publiacqua, introduced a new generation of public fountains called fontanello, that offer ultra-filtered water for free. \u003cbr/\u003ePubliacqua hopes to persuade residents to spend less money on bottled water. \u003cbr/\u003e \"Ours is a crusade against a prejudice that is hard to die, that considers water from our aqueducts, the mayor's water, as lower quality water, something to drink with precaution,\" says Publiacqua president, Erasmo D'Angelis.  \u003cbr/\u003ePubliacqua serves a third of Tuscany and takes its water from the Arno River that runs through Florence.  \u003cbr/\u003eFlorence's water must pass through several phases of purification before flowing from the tap.  \u003cbr/\u003eThe fontanellos offer highly filtered water without any chlorine aftertaste. \u003cbr/\u003eThe taps can offer 300 litres per hour of refrigerated, plain or sparkling water, with the touch of a button.  \u003cbr/\u003ePubliacqua hopes the new fountains will become a green alternative to bottled water.   \u003cbr/\u003eAfter testing the fontanello at its own headqarters, Publiacqua placed eight fountains throughout the city. \u003cbr/\u003eThe most recent installation is found outside a COOP supermarket in a busy neighborhood. \u003cbr/\u003eThe supermarket chain joined up with Publiacqua to try to persuad its own customers to fill up their bottles with public water, rather than buy new ones inside their store.    \u003cbr/\u003ePubliacqua plans to install a dozen more fontanellos at COOPs throughout the city. \u003cbr/\u003eIn the meantime, the supermarket has begun its own campaign to raise awareness among customers about the environmental costs of bottled water.  \u003cbr/\u003eSince the 1990s, bottles for bottled water worldwide have been made with a thermoplastic resin called PET, or polyethylene terephthalate.  \u003cbr/\u003eTo produce enough PET for 25 bottles, 2 kilogrammes of oil and 17.5 liters of water are used.  \u003cbr/\u003eThe entire process produces more than 2 kilogrammes of CO2.   \u003cbr/\u003eThis carbon footprint increases dramatically when distribution is factored in. \u003cbr/\u003eAMGA says that for every 100,000 bottles traveling 350 kilometers, 4.5 tons of CO2 are produced.  \u003cbr/\u003eItalian bottled water companies, who pride themselves for offering a higher quality product, say they have been targeted unjustly. \u003cbr/\u003eEttore Fortuna,  president of the water company Mineracqua president says that bottled water is being targetted unfairly. \u003cbr/\u003eWhether most Florentines will stay loyal to their favorite bottled water brands or embrace the cause of the environment, fontanellos have already proven a successful service in times of economic recession.  \u003cbr/\u003eAlmost 6 million litres of water have been distributed since the first fontanello was built in January 2009.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eCurator Rating\u003c/dt\u003e\n\u003cdd\u003e\u003cspan class=\"star-rating\" aria-label=\"3.5 out of 5 stars\" role=\"img\"\u003e\u003ci class=\"fa-solid fa-star text-action\" 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