29-09-2025

The successful third edition of WE CAN BLU IT!, the national event promoted by piùblu-ETS in collaboration with Almaviva, the Italian Rowing Federation, and Six Senses Rome, concluded yesterday. The event coincided with World Rivers Day, an international celebration held every year on the last Sunday of September to honor river ecosystems.

The weekend drew widespread participation from both local communities and the sporting world. On Saturday, September 27th, more than 50 rowing and canoe clubs from all over Italy - including 17 from Rome - conducted a massive cleanup effort along the banks and in the waters of the Tiber, as well as many other rivers nationwide. Then, on Sunday, September 28th, the Tiber was transformed into the Ripa Blu Village, hosting the Almaviva Blu Race, an inclusive rowing competition featuring 14 mixed and intergenerational crews, as well as environmental stands, conferences, presentations, and educational activities for children.

With WE CAN BLU IT!, piùblu-ETS reaffirmed its mission: to bring environmental and sports education together in order to raise public awareness about the importance of protecting rivers, lakes, and seas. A special focus was placed on the younger generations, transforming them into true “blue ambassadors”.

Watch the video.