You may find it hard to believe that this has not been officially the wettest winter ever, with the Met Office simply describing it as “relentlessly wet” rather than a national record-breaker.
But even the weeks and weeks of downpours have not been enough to purge our waterways of filth, and, as Channel 4’s latest factual drama, Dirty Business, reveals, sadly our water firms have stunk for a long time.
The series is based on a decade-long investigation into England’s water companies, and tells the real stories of whistle blowers and victims who believe their lives have been destroyed after encountering sewage polluted water. David Thewlis, Jason Watkins, Asim Chaudhry, Tom McKay and Bafta Rising Star Posy Sterling lead the cast of the drama, which is produced by Partygate creators Halcyon’s Heart.
And, to drive the message home, the broadcaster’s inhouse agency 4Creative has partnered with Glue Society and Biscuit Filmworks to create The Fountain of Filth, an unmissable fountain installation on London’s South Bank.
Located at Observation Point to coincide with the show’s run, the 10-metre-wide fountain has been open to the public and is designed to draw attention to the heart breaking human cost of Britain’s sewage scandal; a key theme of the series.
Within the fountain, bronze-like statues of men, women, and children appear to vomit murky brown water, a sickening reflection of the real experiences of those who believe they were made ill by exposure to waterways polluted with untreated sewage.
The statues are inspired by real human stories, with ex-national surfing champion Sophie Hellyer, and prominent outdoor swimming journalist and guide Ella Foote, among those whose likeness has been reflected in the statues through 3D scanning.
In sharp contrast, a suited business executive stands at the top of the fountain with pockets and a briefcase brimming with cash – a symbolic reference to the water company failings brought to light in Dirty Business.
The fountain directs visitors to discover ‘The Sick Truth Behind Britain’s Sewage Scandal’ through a QR code on its plaque, where they can hear first hand stories from those affected in specially commissioned interviews.
The activation is supported by a wider UK marketing campaign to promote Dirty Business, including ad vans which will visit some water company headquarters with messages telling them to ‘Get Ready for Their Close Up’. Others will appear at beaches where water companies have previously dumped sewage to ask ‘Would You Swim Here?’. The media strategy was devised by Channel 4’s media partner OMD UK.
Channel 4 head of marketing at Channel 4 Nic Moran said: “The sick truth about Britain’s sewage scandal is hiding in plain sight and this campaign makes it impossible to ignore. We have put the human cost at the forefront and told the real stories behind the public health crisis.”
4Creative executive creative director David Wigglesworth added: “We wanted to take something as familiar as a public fountain and turn it into a national talking point. It’s provocative by design. Dirty Business confronts the grim reality behind Britain’s sewage scandal, and The Fountain of Filth forces it into the open.”
So, what is the consensus around the Decision Marketing office?
Well, naturally, there will be some who claim this is more of a stunt than a fully-blown marketing campaign, yet it is way more than a single installation.
For example, visitors can hear first-hand stories from those made ill by exposure to polluted waterway, while wider activity also includes ad vans visiting water company headquarters, ads on previously polluted beaches, as well as a media partnership with The Guardian (let’s face it, it wouldn’t have worked with The Telegraph or Daily Mail; they would probably be blaming Keir Starmer anyway).
The thing is, according to WaterAid ads, you can help solve the polluted water crisis in Africa for £2 a month, while UK water companies charge up to £90 a month and we still get filfth. Just saying…
Decision Marketing Adometer: A ‘grim reality’ 10 out of 10
