River Action warns university boat race stretch fails basic water quality standards – Sir Steve Redgrave calls for urgent clean-up
As the iconic Boat Race between Oxford and Cambridge approaches this weekend, river campaigners have warned that water quality for the stretch of the River Thames set to host the event would be classified as ‘poor’ under environmental regulations if it were designated as a ‘bathing water’ site. New testing on the course from River Action raises fresh concerns about water quality, with rowing legend Sir Steve Redgrave backing calls for urgent action to clean up the river.
While wet weather often exacerbates pollution through increased sewage discharges, recent conditions tell a different story. Since River Action’s E.coli testing started on 10th March, there has been just 1 day of rain, yet the river champions found that 29.5% of samples exceeded safe limits for entering the water, almost three times the threshold for bathing waters rated ‘poor’. River Action worked alongside Fluidion and Planet Ocean to do the testing whilst using the Alert One system. Fludion further validated the results.
Campaigners highlight that treated wastewater from sewage treatment plants, which currently face no legal limits on E.coli levels, is a major but overlooked contributor to the pollution of the River Thames.
Our Senior Communities Coordinator, Chloe Peck testing for E-Coli on the River Thames
Paying Twice for Polluted Water?
Revealed: Out-of-service sewage overflow monitor on water used for the Boat Race
Despite public outrage, the construction of the Tideway Tunnel (which won’t resolve upstream pollution), a £3bn financial bailout plan, and Thames Water executives receiving massive salaries and bonuses, the company has failed to maintain its ageing infrastructure. Regulators have also failed to hold them accountable.
Immediately upstream of the boat race finishline, the monitoring system on the combined sewage overflow pipe at Kew (Kew Transfer) has been offline since 17 January, undermining the legal requirement for all sewage outfalls to be monitored. It is not known how much this pipe may have been discharging sewage into the Thames, near to the boat race finish line.
Campaigners are now demanding that Thames Water be taken back into public hands through Special Administration, branding the failing company a ‘busted flush.’
River Action’s Head of Communities, Erica Popplewell, said:
“The Mayor of London’s vision for clean and healthy rivers is simply a pipe dream without systematic reform of the water industry and its regulators. Right now, if the stretch of the Thames used for the Boat Race were an official bathing site it would be graded poor, the lowest possible rating. The government’s own advice for such water is ‘do not swim.’ So, we strongly suggest that the winning team on Sunday think twice before throwing their cox in the Thames.” “We would also urge all rowers to follow the ‘Guidance for Rowing When Water Quality is Poor’ safety guidelines to mitigate risk. The Boat Race should be about sporting excellence—not about worrying if you’ll get sick from being dunked – and attracting people to take up water sports as a healthy activity.
“The public demands Thames Water and regulators act now to improve sewage treatment infrastructure. Thames Water has profited from pollution for years whilst the Government have failed to enforce the law. It’s time to refinance the company without burdening bill payers and end pollution-for-profit. The decades-long water industry privatisation experiment has been a disaster. Thames Water should be put into Government hands and operated for public benefit. That process could start tomorrow with the right political will by putting Thames Water into Special Administration and restructuring the company.”
Erica Popplewell at the River Ver last month giving an interview for BBC News on how Thames Water’s sewage releases have impacted the Chalk Stream
Sir Steve Redgrave leads calls from the rowing community for action:
Leading figures, including Sir Steve Redgrave, are demanding urgent intervention to protect river users, including competitors in Sunday’s race.
“It’s a real worry that in 2025, unsafe water quality in the Thames is still a concern, Rowers, river users, and the public deserve better.”
Olympic champion rower Imogen Grant added:
“As rowers, we train on these waters every day, and the health and climate risks are deeply concerning. It’s unacceptable that we have to compete on a river with such an unavoidable threat to health”
Last month, Sir Steve Redgrave handed in a letter to Secretary of State for the Environment, addressing the need for urgent action to address the river’s pollution.
Thames Water dodging accountability
Thames Water, responsible for London’s wastewater, continues to evade responsibility. Instead of prioritising infrastructure upgrades, the company:
Went to the High Court to beg for £3bn to avoid going bust, while rewarding executives with excessive bonuses.
Allows unchecked raw sewage discharges, despite mounting public and political pressure.
Fails to invest in sustainable solutions, leaving the Thames in environmental freefall.
“Thames Water is a failing company, propped up by creditors while customers pay for a crappy service—literally,” added Erica Popplewell from River Action. “We need urgent reform—this is a scandal.”
With the Water Commission, led by Sir Jon Cunliffe, underway and due to report its recommendations in the summer, campaigners demand an end to the broken privatisation model and a complete regulatory overhaul to stop the destruction of UK rivers. Watch River Action’s water commission themed animated film – ‘Water: A Story of Hope’ – narrated by Deborah Meaden.
Athlete safety at risk
Boat Race organisers are aware of water quality concerns on the Thames, making safety a priority. British Rowing, The Rivers Trust, and River Action are ensuring competitors are informed of risks.
Participants have received ‘Guidance for Rowing When Water Quality is Poor’ safety guidelines.
Time to act
River Action urges policymakers, regulators, and the public to take immediate action. Thames Water must be held accountable, and tougher regulations enforced to prevent further environmental destruction.
“This isn’t just about rowing—it’s about the future of our rivers and the communities that rely on them,” says Ms Popplewell from River Action. “We cannot let water companies continue to get away with this.”
River Action has filed a landmark legal challenge against Ofwat, accusing the regulator of unlawfully allowing water companies to pass the cost of their own failures onto customers. The case comes as water bills rise by an average of £123 a year, forcing households to pay for decades of underinvestment by the water industry.
The challenge, filed with the support of Leigh Day law firm, targets Ofwat’s Price Review 2024 (PR24), which granted enhanced funding to water companies like United Utilities without sufficient safeguards to ensure the money is spent on new water and sewage projects. Instead, River Action warns that customers will be left footing the bill for past infrastructure neglect, paying twice for the same failing systems.
In August 2024, United Utilities requested extra funding to upgrade treatment works and pumping stations in the Windermere area, following 6,000 hours of raw sewage discharges into the lake that year alone. Ofwat approved the request under PR24, but River Action argues that the regulator:
Relied on hydraulic simulation modelling rather than real-world pollution data, which failed to reflect the true environmental damage.
Ignored key evidence of widespread sewage discharges when assessing funding needs.
Lacked aclear mechanism to regain funds if companies misused the additional investment.
As a result, customers could be forced to pay twice: first through water bills that should have covered infrastructure maintenance, and again through new hikes aimed at fixing the same problems.
Lake Windermere in cleaner times | Image by Pete from Pixabay
A Call for Reform
River Action is demanding urgent regulatory reform to stop water companies from passing the cost of their mismanagement onto the public. The financial burden of repairing the UK’s crumbling water infrastructure must fall on the companies and their investors, not customers.
Emma Dearnalely, Head of Legal at River Action, said:
Holding Ofwat Accountable
River Action’s legal challenge also raises broader concerns about Ofwat’s oversight and accountability, questioning whether the regulator has the necessary powers or will to prevent water companies from profiting at the public’s expense.
Ricardo Gama, solicitor at Leigh Day, commented:
Fighting for Clean Water
River Action’s legal challenge is part of its broader mission to hold water companies and regulators accountable. The group continues to campaign for stronger enforcement, greater transparency, and a financial and governance model that prioritises people and the environment over profits.
In an unexpected turn of events, water companies have announced a groundbreaking discovery: self-cleaning water. After decades of grappling with relentless pollution, rivers have decided to take matters into their own currents.
“For years, we’ve been working tirelessly to—well, mostly explain why we can’t stop sewage spills,” said Dr. Flo Waters, Thames Slaughter Chief Innovation Officer. “But now, something unbelievable is happening: our rivers are retaliating.”
Thames strikes back: sewage returned to offender
Londoners have reported bizarre incidents along the Thames, where sewage is refusing to stay put. “My tap water turned brown mid-sip,” gasped one unfortunate water bill payer. “I don’t even live near the river.”
Other reports include showers mysteriously shutting off when users fail to recycle, toilets flushing in reverse, and entire streets of luxury flats experiencing “unexpected indoor rain”.
“Honestly, it’s great the rivers are fighting back,” added Waters. “Because, despite our company being Europe’s largest water utility, we’re completely skint. Sure, the regulator just approved massive bill hikes, and the High Court agreed to our £3bn emergency loan but weirdly, that money never seems to reach the ‘fixing things’ department.”
River Severn & Wye snap: The great chicken manure rebellion
Meanwhile, in rural areas, rivers like the Severn and Wye are rising up against industrial-scale chicken farms. Reports suggest massive waves of nutrient-rich sludge have been flinging themselves back onto farmland. “I woke up, and the fields around our chicken factory were mysteriously re-fertilised overnight—whether I wanted it or not,” grumbled a chicken factory manager
Eyewitnesses in the Wye Valley claim that thousands of litres of suspiciously murky water have been seen creeping upstream, seemingly trying to return to the vast chicken barns housing millions of birds that produced the mess in the first place. “It’s like the river finally snapped,” one environmentalist noted. “I saw a duck give a man the side-eye for even looking at the water funny.”
Hugh Fearnley-Whittingstall, chef and long-time campaigner for cleaner rivers, commented:
“For years, we’ve been warning that dumping endless tonnes of chicken muck into rivers would have consequences. But did anyone listen? No. And now, the Wye has gone full exorcist, projectile vomiting waste right back where it came from. If the Government won’t hold these companies accountable, at least the rivers are showing some self-respect.”
Campaigners rejoice: “Finally, nature is doing our job”
Environmental activists, long frustrated by Government inaction are breathing a sigh of relief. “For decades we have begged politicians to crack down on pollution but they are simply obsessed with growth at all costs and refuse to take real action to return our rivers to health,” said activist Angela J Trout. “But now? The rivers are handling it themselves. The Thames is rejecting sewage, the Wye is returning chicken muck to sender, and frankly, I wouldn’t be surprised if the Mersey starts sending legal threats to water companies.”
With rivers across the country tackling the issue, campaigners say they finally have hope. “It’s a win-win,” Trout continued. “The environment gets cleaner, and we don’t have to sit through another meaningless consultation on ‘sustainable economic growth’ while sewage floods our rivers.”
Authorities baffled—citizens warned to treat rivers with respect
Thames Slaughter, Untreated Utilities and other water companies remain deeply confused with executives at Untreated Utilities reportedly considering whether to charge customers extra for rivers with ‘self-cleaning’ properties.
In the meantime, citizens are advised to be nice to their local waterways—or risk their taps running backwards, their farmland fighting back, or, worst of all, a personal visit from an extremely angry trout.
The Secretary of State was unavailable for comment today after being ruthlessly ambushed by a rare gang of wild salmon. Eyewitness Jim Murray (The Crown, Masters of the Air) described the attack: “They were just strolling to a North London dinner party, blissfully ignoring the state of our rivers, when suddenly—bam!—the salmon leapt at them. I fear the Minister’s suit is beyond salvation.”
How thrilling that the High Court has given Thames Slaughter the green light to slap an extra £3 billion onto Londoners’ water bills—just to service their debt! It’s only fitting that Old Father Thames has finally taken a seat at the table, right beside Thames Slaughter CEO Chris Easton at the Fleecin’ Customers Casino. After all, as Chris himself mused in that BBC doc to justify his pipe-busting salary: “Cream and shit always rise to the top.”
The Environment Agency (EA) has released its latest Event Duration Monitoring (EDM) data, revealing that sewage spills in 2024 remain alarmingly high. Despite some claims of progress, the figures show that little has changed – with sewage pollution still devastating Britain’s rivers, lakes, and coastlines.
Sewage Crisis by the Numbers
The latest data highlights:
Total spill duration hit record high – Sewage spilled into waterways for 3.6 million hours
Slight drop in average spills per overflow – While the number of spills per overflow have fallen slightly, there have been a shocking 450,000 spills which is 50% higher than 2022
Highest number of monitored overflows – With more EDM devices commissioned, the scale of the problem is becoming clearer.
Same Scandal, Another Year
River Action’s CEO, James Wallace condemned the figures, calling them further proof of a broken and corrupt water industry:
“We sound like a broken record—but that’s because nothing has changed. The water industry is still broken. A year on from last year’s catastrophic pollution figures, the true scale of the UK’s water crisis is only now coming to light, thanks to increased real-time monitoring. The numbers are staggering: 3.6 million hours of sewage spills from 450 thousand discharges. That’s equivalent to 412 continuous years of sewage polluting our rivers, lakes and seas”
He specifically called out Thames Water, the country’s largest water company, which discharged raw sewage for a shocking 298,081 hours with a 51% increase in sewage spills hours since 2023.
“Yet, despite this environmental catastrophe, they’ve been given the green light to saddle a company on the brink of collapse with an additional £3 billion in debt.”
Unmonitored Failings and Toxic Effluent
The CEO also warned that the true scale of the problem is even worse, as much of the industry’s pollution goes unreported:
“About 30% of Thames Water’s infrastructure is unmapped, meaning vast sections remain a mystery to both the company and regulators. On top of this, most sewage treatment permits don’t require the removal of dangerous pathogens, meaning even ‘treated’ effluent still poses a huge threat to public health and wildlife.”
The Public Pays the Price
Despite the ongoing sewage scandal, regulators have signed off on massive bill increases for customers, forcing them to pay for the industry’s failings.
“Instead of tackling this scandal, the water regulator has signed off massive bill increases for the public, while water company bosses continue to pocket obscene salaries and investors reap profits while costly debts soar. A third of my water bill services junk debt. It’s madness.”
River Action Calls for Special Administration and Reform
River Action is calling on the Government to place Thames Water into special administration to prevent further financial and environmental damage. The Water Commission, led by Sir Jon Cunliffe, must also deliver a radical new model for the industry—one that prioritises people and the planet over profit.
“Rather than fixing leaky pipes and investing in infrastructure, these companies have treated our rivers and coastlines like an open sewer—and regulators have let them get away with it. The Water Commission must put an end to this failed privatisation experiment and force real reform of the industry and regulators. We need to learn from our European neighbours, and use finance and governance models that put people and nature before investors.”
Enough Excuses—It’s Time for Action
The latest sewage spills data proves that the water industry continues to fail the public and the environment. With the Water Commission’s recommendations looming, the UK stands at a crossroads:
Will we continue to tolerate pollution-for-profit, or
Will we demand a fair, public-first water system that protects our rivers and coastlines?
The public deserves more than excuses—it’s time for genuine reform.
Local Residents Gather to Demand Action Against Sewage Pollution in Christchurch Harbour
On Tuesday, 25th March, over 150 concerned residents gathered outside Bournemouth, Poole, and Christchurch (BPC) Civic Centre, demanding an end to the devastating sewage pollution choking Christchurch Harbour. The crowd called for the immediate implementation of a new Harbour Protection Policy to safeguard the area’s fragile ecosystem
The demonstration followed the submission of a powerful petition signed by over 4,400 Christchurch residents, which forced BCP Council to debate the proposal. Councillor Vanessa Ricketts, also Secretary of the Christchurch Harbour & Marine Society, presented the policy at the council meeting. She stressed the need for robust mitigation measures to prevent pollution from new developments from further harming the harbour’s unique species and ecological habitats.
Ricketts highlighted the success of a similar policy in Poole Harbour, urging the council to adopt the same protections to “prevent the demise of this beautiful, natural estuary.” The council responded decisively, unanimously supporting the petition—a significant victory for the community.
Ricketts celebrated the result, stating:
“It was amazing to have the unanimous support of the council and for them to recognise the urgent need to protect Christchurch Harbour.”
Christchurch Harbour: A Natural Treasure Under Threat
Christchurch Harbour, designated a Site of Special Scientific Interest (SSSI), is an essential ecological hotspot. It connects to the River Avon Special Area of Conservation (SAC) and plays a vital role in the life cycles of several endangered fish species, including:
Sea Lamprey (critically endangered)
Atlantic Salmon
European Eel
The harbour also serves as a breeding and nursery ground for species such as sea bass and mullet and provides key habitats for migratory water birds.
However, despite its environmental significance, the harbour is under relentless assault from sewage pollution. In 2023 alone, Wessex Water discharged:
32,577 hours of untreated sewage into the River Avon
9,634 hours into the River Stour
These figures more than doubled compared to the previous year. The 2024 Environment Agency data, expected later this month, is likely to reveal even more alarming levels of pollution. Combined with agricultural run-off from the river catchments, the harbour’s water quality has rapidly deteriorated, triggering frequent algal blooms that deplete oxygen levels and suffocate wildlife.
Ricketts added:
“Thank you to everyone for your support in helping to make our rivers and harbour safe, clean, and thriving spaces for conservation, recreation, and natural beauty.”
Protest with a Splash: Community Creativity and Politeness
The demonstration was described by councillors as the “politest protest” they had ever witnessed. Protesters creatively incorporated “please” into their chants, while many turned up in water sports attire, donning wetsuits, snorkels, and Dry Robes. Residents also brought handmade banners and signs, sending a powerful yet courteous message to the council.
Experts Sound the Alarm
Charles Watson, Founder and Chair of River Action, voiced strong concerns over the ongoing sewage crisis:
“In recent years, Christchurch Harbour has become the toilet bowl of Bournemouth. Huge quantities of raw sewage are regularly discharged into the River Stour from the wastewater treatment works serving the Bournemouth area. When combined with even greater discharges from the Avon, the harbour at times resembles a literal cesspit. Urgent action is needed to protect this incredibly important area of biodiversity.”
Martin Stewart, Chair of the Christchurch Harbour & Marine Society, echoed these sentiments:
“Christchurch Harbour is a vital habitat for endangered species like Atlantic Salmon, Sea Lamprey, and European Eel. It’s also a major hub for leisure activities such as angling, sailing, kayaking, paddleboarding, wild swimming, and birdwatching. The horrendous pollution levels we’re witnessing now pose a massive threat to both nature and human health. BCP Council must urgently step up to protect this long-suffering ecosystem.”
Community Action: The Time Is Now
The resounding message from the protest is clear: the community will no longer tolerate inaction. With sewage pollution threatening both nature and public health, residents have made their voices heard. The unanimous support for the Harbour Protection Policy is a significant step, but the fight is far from over.
The people of Christchurch have spoken—and they demand clean waters, not excuses.
The letter was delivered to Defra, as schools from across the country gather to take part in the UK’s largest processional rowing race for school-aged participants.
The action is being coordinated by environmental charity River Action, which is leading efforts to protect the river from severe pollution caused by sewage discharges. In the letter, Sir Steve Redgrave calls on the Secretary of State to:
End pollution for profit by water companies and take firm action to ensure Thames Water cleans up its infrastructure.
Give environmental regulators the power and tools to do their job so polluters are held to account.
Sir Steve Redgrave said, “This is not just about rowing. It’s about all river users’ public health. It’s about our environment. It’s about the future of one of the world’s most iconic rivers. We won’t sit quietly while this catastrophe continues.”
River campaigners urge rower safety on poor quality water
In response to growing concerns over water quality across Britain’s rivers , British Rowing, River Action, and The Rivers Trust have developed official guidelines to help rowers minimise the risk of illness due to exposure to polluted water.
The ‘Guidance on rowing when water quality is poor’ advises rowers to cover cuts, grazes, and blisters with waterproof dressings, avoid swallowing river water, wear suitable footwear when launching or recovering boats, and thoroughly clean all equipment after use.
Sir Steve Redgrave emphasised the importance of taking protective measures:
“The Schools’ Head of the River Race is a fantastic event, but rowers need to be aware of the serious health risks posed by polluted water. By following these safety guidelines, we can help minimise the risk, but this situation is completely unacceptable. We need urgent action to stop sewage discharges and protect the health of everyone using our rivers.”
Erica Popplewell, River Action’s Head of Communities, added:
“We are thrilled that so many young people are getting out on the water, but their health must not be put at risk. We urge every rower, coach, and participating school to follow our guidance to stay safe. But guidance alone is not enough—we need the Government to take decisive action to clean up the UK’s polluted rivers, and Thames Water must be stopped from polluting for profit.”
Water quality testing
Water quality testing conducted by River Action last year on the stretch of the Thames used for the Boat Race between the Universities of Oxford and Cambridge (also used for the Schools’ Head of the River Race) revealed dangerously high levels of E.coli bacteria caused by sewage pollution.
Tests using a World Health Organization-verified E.coli analyser recorded contamination levels up to ten times higher than the Environment Agency’s threshold for ‘poor’ designated bathing waters—where the Government advises against swimming.
Furthermore, River Action can reveal that in the last 6 months, Thames Water allowed 133 hours of human sewage to enter the section of the Thames used for the Schools Head of the River Race.
River Action continues to call for immediate intervention, including placing Thames Water into special administration, to prevent further environmental damage and protect river users.
Celebrating World Poetry Day with Rob Macfarlane’s ‘Riversong’
On World Poetry Day, we’re celebrating the power of verse to inspire, move, and mobilise, and what better way than with Rob Macfarlane’s stirring poem ‘Riversong’. This evocative piece, created in collaboration with artist Nick Hayes, is more than just a poem – it’s a call to arms for river protection, capturing both the beauty of our waterways and the tragic reality of their decline.
‘Riversong’ by Rob MacFarlane
A Poem That Speaks for Our Rivers
‘Riversong’ flows with lyrical beauty, painting vivid images of rivers in their natural glory, rising from source, tumbling as falls, and winding their way to the sea. Yet, the tone darkens as it reflects on the devastating impact of human greed:
“But they gave the orders, and turned the waters / To sink and sump, stink and dump, from hill to sea; Suits and boardrooms made ghosts of gods, / Turned River’s songs to elegies.”
With these haunting lines, Macfarlane masterfully channels the outrage at private water companies and against pollution and exploitation, transforming the river’s voice into a lament for what has been lost. But it’s also a poem of hope and resistance, urging us to gather, rise, and restore our rivers:
“So gather the waters, sons and daughters, / Braid the currents and weave the flows, Let River shiver you from skin to bone — / For River’s song is the song of songs, And River’s will is stronger than stone.”
From Page to Protest: ‘Riversong’ at the March for Clean Waters
‘Riversong’ is more than just words on a page, it became a rallying cry during the March for Clean Waters 2024. As thousands of passionate activists, river guardians, and environmental advocates gathered, the poem was performed live, its powerful verses echoing through the crowd. The reading added a poignant and unifying voice to the demonstration, urging collective action against river pollution.
Poetry as Protest
Poetry has long been a tool for social and environmental change, and ‘Riversong’ is a shining example of how art can inspire activism. It reminds us that our rivers, once vibrant and free-flowing, are now too often choked by pollution and neglect. Yet, through creativity, unity, and defiance, we can give them their song back.
Together, we can turn elegies into anthems for action.
The Court of Appeal has decided to uphold Thames Water’s £3 billion rescue plan. This is a devastating blow to both the River Thames and its millions of customers. Instead of prioritising urgent investment in tackling pollution and infrastructure failures, this bailout will see a third of bill increases swallowed by massive interest payments, as highlighted by River Action’s CEO, James Wallace:
“Customers will now have to pay the price for the failing water company with about a third of their increased water bills paying for massive interest payments while our rivers remain choked with sewage”
WHY WAS THIS RULING IMPORTANT?
Sewage continues to pour into our rivers, and Thames Water customers are left footing the bill for a broken, profit-driven system that has failed to deliver the basic services they pay for. This ruling effectively rewards financial mismanagement while leaving our waterways in crisis.
“This is not just about managing a crisis; it’s about fixing a broken system that has allowed private companies to profit at the expense of public well-being.”
WHAT HAPPENS NEXT?
River Action believes the Government must immediately place Thames Water into Special Administration to prevent further financial and environmental harm. Instead of propping up an unsustainable model, the independent Water Commission must propose a governance and financial framework that puts people and the environment first. This is not just about rescuing a single company, it’s about ending a system that has allowed private firms to profit while rivers die and communities suffer.
“Maintaining the status quo will only perpetuate this corporate takeover of the lifeblood of our economy and land. The government can and should step in now”
Responding to the Court of Appeal’s decision to uphold Thames Water’s £3bn rescue plan River Action’s CEO said:
“This decision is a disaster for Thames Water bill payers and the environment. Customers will now have to pay the price for the failing water company with about a third of their increased water bills paying for massive interest payments while our rivers remain choked with sewage.”
“Instead of allowing this interim plan to cause further financial and environmental damage, the Government must urgently seize the opportunity to place Thames Water into Special Administration before even more investor-centric restructuring plans are rolled out later this year. The current privatised system is a failed experiment, putting financial interests ahead of the needs of consumers and the health of our environment. Maintaining the status quo will only perpetuate this corporate takeover of the lifeblood of our economy and land. The government can and should step in now.
“The onus is now on the independent Water Commission to propose a viable alternative financial and governance model for the water industry that puts people and the planet first. This is not just about managing a crisis; it’s about fixing a broken system that has allowed private companies to profit at the expense of public well-being.”
ENDS
For media enquiries, contact Amy Fairman at media@riveractionuk.com
Hi, I’m Alex and I’m thrilled to join River Action as the Senior Digital Communications Coordinator.
I’m from the Bristol area, and grew up on the River Avon and Boyd, spending much of my childhood swimming, picnicking and jumping from bridges and rope swings that no 10 year-old should’ve probably been using. I love our waterways and if I was ever on I’m a Celeb, my ‘happy place’ would be floating along the river in my kayak, with fish below me, birds above me and woodland to my sides.
Q2. How did you become interested in river protection?
As a keen kayaker, I spend a lot of time paddling our beautiful rivers, and I have seen firsthand the transformation from thriving ecosystems to polluted and degraded waterways. I vividly remember paddling the Wye a few years ago and being shocked at the changes to the river since I last paddled it. The water was much murkier and the river weed had disappeared at an alarming rate, it felt like a friend was dying in front of my eyes.
That sparked a determination to take action, I began to research the reasons for the Wye’s ecological collapse and discovered that River Action had recently been set up and was actively campaigning for the Wye. I have been a great admirer of River Action ever since, keenly participating in the March for Clean Water last year and joining my local River Trust.
Q3. You have nearly 10 years experience working in sales and marketing. What have you enjoyed most about this kind of work and what have been its biggest challenges?
Within my sales and marketing roles, I love being able to use my creativity and problem solving skills to find innovative solutions. I enjoy building real, meaningful relationships with people from varying backgrounds. I have spent time working in Spain, Laos, China and Vietnam, which has given me an amazing opportunity to meet people from all walks of life and to see how strategies and solutions differ from place to place and from company to company.
In terms of challenges, sales is a world in which rejection can be common and disheartening. I maintain that the best sales person is honest, open and resilient, something I’ve tried to take with me in all parts of life. In terms of marketing, navigating the ever-evolving digital landscape. Algorithms change, audience behaviours shift, and attention spans get shorter. Staying ahead requires creativity, adaptability, and a deep understanding of what truly resonates with people.
Q4. Outside of work, you also volunteer as a ‘Water Guardian’ for the River Avon. Tell us more about your experience.
As a Water Guardian, I help monitor and report pollution on the River Avon, feeding into a wider network of citizen scientists and campaigners fighting to protect our waterways. It’s a small but vital role, ensuring that pollution incidents don’t go unnoticed and gathering data that can be used to hold polluters to account.
We’ve also done some very cool trips such as a demonstration of how sniffer dogs are now being trained to smell dangerous chemicals that can be found in sewage, so that sewage leaks can be identified and dealt with more quickly. It also gives me a great excuse to visit my stretch of the Avon more regularly, so I would definitely recommend volunteering for those interested!
Q5. Tell us about your new position as River Action’s Senior Digital Communications Coordinator? What can we expect to see from your role in 2025?
My role is all about amplifying River Action’s campaigns and engaging more people in the fight to save our rivers. In 2025, expect to see bold, creative digital campaigns that not only inform but inspire action, whether through compelling content, community-driven initiatives, or innovative storytelling.
I’ll also be focused on analysing and developing River Action’s analytics, strengthening our supporter and key influencer engagement, and visiting community campaigns to capture the amazing efforts of people around the country. It’s an exciting time, and I’m eager to help drive real change this year.
Q6. Finally, in your opinion, what is further needed/what needs to change to rescue Britain’s rivers?
We need stronger enforcement against polluters, proper funding for regulatory bodies, and a shift in public and political will. Right now, too many industries are allowed to degrade our rivers with little consequence. Holding them accountable and pushing for systemic change is crucial.
At the same time, grassroots action is powerful. The more people who stand up for their local rivers, whether by monitoring pollution, pressuring decision-makers, or supporting organisations like River Action, the harder it becomes for those in power to ignore the crisis. A combination of policy enforcement, legal action, and public mobilisation is what will turn the tide.
