March for Clean Water

Executive Summary: March for Clean Water – River Action

In the face of the UK’s worsening water pollution crisis, March for Clean Water transformed public outrage into a powerful, policy-shaping movement. Orchestrated by River Action on a tight £100k budget—including substantial in-kind creative and media support—the campaign set out to expose the scandal of filthy rivers, mobilise mass protest, and drive legislative change. It succeeded on every front.

In just four months, the campaign fused celebrity advocacy (Stephen Fry, Chris Packham, Jo Brand, Paul Whitehouse, Bob Mortimer, Carol Vorderman, Johnny Flynn, Liz Bonnin, Jim Murray, Hugh Fearnley-Whittingstall), bold creative (the now-iconic ‘Pooster’), grassroots mobilisation, and coalition power to culminate in the UK’s largest-ever clean water protest. Over 15,000 people marched through London, joined by national treasures like The Wombles, poet and best-selling author Robert Macfarlane, with wall-to-wall media coverage ensuring the message reached millions.

But this was never just a moment—it was a movement. The campaign:

Catalysed policy change, contributing to the passage of the Water (Special Measures) Bill.

Secured a new Independent Water Commission.

United 140+ organisations from the National Trust to the GMB Union.

Activated the public, driving 1,200+ media hits, 2.6M+ video views, and thousands of new signups.

Creative, coordinated, and unapologetically bold, March for Clean Water proved that environmental campaigning can be both emotionally resonant and politically effective. It wasn’t just a protest—it was a turning point.