Leigh Day
River Wye Campaign
Together, we can help save the Wye
Living by the River Wye, a site deemed to be of stunning natural beauty by Natural England, should be a dream. But in recent years, thanks to alleged sewage and agriculture pollution by Welsh Water and Cargill UK poultry group, that dream has become a nightmare. Crystal clear waters have turned brown and foamy; property values have plummeted; and local businesses are feeling the impact.
As a leading environmental law firm, Leigh Day is bringing a collective legal action against the alleged polluters on behalf of individuals and businesses in the Wye, Lugg, and Usk catchments. If they win, the perpetrators will be instructed by a court to own up, clean up, and pay up.
For that to happen, Leigh Day need as many eligible members of the community to join the claim. However, the highly specific nature of this target audience presents a challenge; the claim can only be joined by those who live, work, or relax near the river. They needed a digital campaign that could communicate the complex legalities of this claim in a way that was still powerful, emotive, and highly personal.
Our approach needed to be direct, concise, and driven. Every image and line of copy must point the viewer towards signing up to the claim.
That’s why our visuals left nowhere to hide. Going on-the-ground to capture images of the pollution as it was happening, we paired these uncomfortable images with frank copy that got straight to the point.
However, it was critical that our core message was one of hope. Leigh Day aren’t doomsdayers - they’re giving the community the opportunity to come together and protect something deeply precious to them.
4
animated banner ads
6
static banner ads
2
homepage takeovers
9
social ads
56
total deliverables
