River Action in dirty protest Pooster against water firms

Environmental charity River Action has kicked off a new ad campaign exposing what it has branded “the shocking reality” of water companies making billions while polluting the UK’s rivers, lakes, and seas, spearheaded by a billboard in central London dubbed the “Pooster”.

The organisation, which focuses on tackling the environmental crises created by both sewage and agricultural pollution, is launching the activity in partnership with creative agency Uncharted and media and entertainment group Global.

The huge six-metre-wide OOH execution is constructed from fake £50 notes, stained brown with sterilised waste and water from polluted beaches, rivers and streams across the UK, symbolising the dirtied profits that water companies continue to make at the expense of the environment.

The ‘Pooster’ is located near Vauxhall Station, Central London – a high-traffic area in close proximity to the Thames – to draw maximum attention. It carries the caption: “This money is stained with crap, just like water company profits.”

This visual “dirty protest” is part of River Action’s wider campaign against water pollution ahead of a March for Clean Water, set to take place in central London on November 3.

The campaign exposes an uncomfortable truth: despite dividend payouts to shareholders totalling £72.9bn over the last 33 years and massive levels of executive pay and bonuses, water companies across the UK are failing to protect waterways.

River Action campaigns manager Amy Fairman said: “Water companies like Thames Water are up to their necks in it, treating our rivers, seas and lakes like open sewers. Our ‘Pooster’ drives home the point: the financial gains they make are filthy money. It’s time for change. The UK public is fed up with sewage-drenched waterways and our campaign demands urgent reform.”

Uncharted co-founder and chief creative officer Laura Jordan Bambach said: “We are proud to join forces with our great friends at Global and River Action on this vital campaign. The disturbing and complex challenge of crafting a ‘pooster’ that’s safe even for us to handle speaks volumes. If it’s this tough for our team, just imagine the state of every waterway and beach across the UK.”

In addition to out-of-home special build, audio ads voiced by comedian Jo Brand will be played out across all of Global’s radio brands including LBC, Heart and Capital, promoting the upcoming march.

The campaign will build momentum ahead of the March for Clean Water on Sunday November 3, where thousands of people, alongside over 100 organisations which have pledged their support for the march, will demand action from the Government against water polluters.

Those who have already signed up include the National Trust, Women’s Institute, RSPB, Wildlife Trusts, Extinction Rebellion, Greenpeace, WWF, Surfers Against Sewage, Angling Trust, The Rivers Trust, Wildfish, British Rowing, Save Windemere, Good Law Project, Clean Ilkley River Group, Activist Anglers, Save the Wye Coalition, BlueTits and Henley Mermaids.