Fish Legal
In April 2025, Fish Legal won a landmark court case confirming that the Government must meet its legally binding water quality targets. Every River Counts was the campaign that built the public momentum behind that challenge.
Campaign Identity + Social Media + Animation + Print
Context
Fish Legal protects all inland and coastal waters in the United Kingdom from pollution and environmental damage, building on more than 70 years of experience using the law to fight polluters.
In England, only 16 percent of waterbodies and just 14 percent of rivers are in good overall health, with no improvement for over a decade. The new Government has pledged to clean up rivers, lakes and seas and restore nature. To meet its legally binding targets, it must act now.
Working alongside anglers from the Pickering Fishery Association in Yorkshire, Fish Legal won a landmark case against the previous Government. The ruling confirmed that the Government must legally meet the water quality targets it has set. Given the far‑reaching implications, the case is now under appeal.
Fish Legal needed a campaign that would build public momentum, increase petition sign‑ups and raise funds to support the legal fight. It needed to feel urgent, credible and owned by them as the leading voice on river health.
Immersion
We began by understanding the legal context and the emotional drivers behind it. This was not just a policy issue. It was about anglers seeing declining fish stocks, communities living alongside polluted rivers and campaigners demanding accountability.
Audiences included anglers in all their niches, environmental campaigners and people who care deeply about rivers and lakes, particularly those living nearby.
Strategy
We developed a clear and ownable campaign platform built around a simple, powerful idea Every River Counts. The messaging translated complex environmental regulation into a relatable call to action, positioning Fish Legal as the organisation leading the most important case on river health in the country.
The ambition was to generate national awareness and momentum around the high-profile case, increase petition sign-ups, make the issue relatable and accessible to a broad public audience, and drive meaningful fundraising through crowdfunding and legacy giving to support the escalating legal fees.
Expression
We created a bold, direct campaign identity supported by clear messaging and adaptable assets. The visual system was designed for digital traction, enabling consistent rollout across petitions, social media and fundraising communications.
Every element was built to be shareable and persuasive, helping supporters quickly understand the issue, the stakes and the action required.
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