Law firm Leigh Day are bringing a collective legal action against companies polluting the River Wye, and they purchased a stand at the world’s biggest literary festival, the Hay-on-Wye Book Festival, to raise awareness.

The question is: how do you make families want to visit the tent all about sewage pollution?

We needed something people would want to stop and engage with - and would keep children entertained while we spoke to their parents.

A live leaderboard for a quiz about the issue stood at the front of the stand giving you a personality based on your score, such as ‘Duckling Defender’ or ‘River Rescuer’.

Further inside, a Silver Birch tree (native to the Wye Valley) invited visitors to write their favourite memories of the river on swing tags and tie them to the branches.

These interactive elements not only broke the ice, but created an opportunity for visitors to reflect on what the Wye meant to them, shifting the message from ‘this river is in danger’ to ‘your river is in danger.’