To launch Channel 4’s Dirty Business, a factual drama about the heartbreaking human cost of Britain’s sewage crisis, we created the ‘Fountain of Filth’, a 10-meter wide working fountain featuring bronze-like figures - families, swimmers, children - vomiting polluted water, crowned by a profiteering water boss. Each figure was based on lived experience, with QR codes linking to interviews that told their stories firsthand. Installed on London’s Southbank, it wasn’t just seen, it was felt: The fountain was impossible to ignore. In just four days, over 100,000 people visited the installation, including national news where it took off on social, creating 450 million impressions and driving 3.6 million viewers to Dirty Business, with one third saying they would raise the issue with their MP. The Fountain of Filth didn’t just generate attention, it ignited a national moment.