Tideway is the organisation behind London’s new super-sewer, a 25km tunnel deep below-ground that will lead to a cleaner, healthier river Thames for Londoners. Selling the benefits of a sewerage system to an audience that includes stakeholders and public may not sound the most interesting spark to ignite creative PR and communications. However, an agile communications strategy tightly linked to Tideway’s core business objectives, to deliver a fully operational system by 2025, enables the in-house team to consistently deliver against core objectives: to maintain strong reputational values, increase awareness and build on positive engagement around London’s largest environmental infrastructure project.