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Channel 4's 4Creative exposes 'The Sick Truth Behind Britain's Sewage Scandal' with bold new fountain installation
This is a press release from the TV channel, so it can be quoted in full.
https://www.channel4.com/press/news/channel-4s-4creative-exposes-sick-truth-behind-britains-sewage-scandal-bold-new-fountain
23 February 2026
To Promote Dirty Business, Channel 4’s new factual drama, 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 from 23–25 February to coincide with the show’s run, the 10-metre-wide fountain will be open to the public and has been designed to draw attention to the heartbreaking human cost of Britain’s sewage scandal — a key theme of the new 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, amongst 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.
David Wigglesworth, Executive Creative Director, 4Creative, said:
“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.”
Miketta Lane, Director of 4Creative, said:
“Channel 4 exists to shine a light on modern Britain; the good, the bad, and the filthy. What the water companies are doing affects us all, and we need people to look closer, talk about what’s happening in our rivers and seas, and explore the devastating real human stories brought to life in Dirty Business.”
Nic Moran, Head of Marketing at Channel 4, said:
“The sick truth about Britain’s sewage scandal is hiding in plain sight and our marketing campaign for Dirty Business makes it impossible to ignore. We have put the human cost at the forefront and told the real stories behind the public health crisis.”
The series is based on a decade-long investigation into England’s water companies, and tells the real stories of whistleblowers 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 Dirty Business, which is produced by Partygate creators Halcyon’s Heart.
The on ground activation is supported by a wider national 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.
Dirty Business airs on Channel 4 on Monday 23 February at 9pm, across three consecutive nights.
ENDS
You can watch the interview film linked to from the QR code here:
To Promote Dirty Business, Channel 4’s new factual drama, 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 from 23–25 February to coincide with the show’s run, the 10-metre-wide fountain will be open to the public and has been designed to draw attention to the heartbreaking human cost of Britain’s sewage scandal — a key theme of the new 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, amongst 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.
David Wigglesworth, Executive Creative Director, 4Creative, said:
“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.”
Miketta Lane, Director of 4Creative, said:
“Channel 4 exists to shine a light on modern Britain; the good, the bad, and the filthy. What the water companies are doing affects us all, and we need people to look closer, talk about what’s happening in our rivers and seas, and explore the devastating real human stories brought to life in Dirty Business.”
Nic Moran, Head of Marketing at Channel 4, said:
“The sick truth about Britain’s sewage scandal is hiding in plain sight and our marketing campaign for Dirty Business makes it impossible to ignore. We have put the human cost at the forefront and told the real stories behind the public health crisis.”
The series is based on a decade-long investigation into England’s water companies, and tells the real stories of whistleblowers 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 Dirty Business, which is produced by Partygate creators Halcyon’s Heart.
The on ground activation is supported by a wider national 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.
Dirty Business airs on Channel 4 on Monday 23 February at 9pm, across three consecutive nights.
ENDS
You can watch the interview film linked to from the QR code here:
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