The protest, one of the largest ever in the UK for clean water, included activists from nature, environmental, and water-sport groups, along with members from Extinction Rebellion. Samba bands accompanied the crowd, creating a vibrant atmosphere as protesters waved homemade placards and flags.

Bristow stated, "We've been campaigning for nearly 35 years to end pollution in our waters...it's time to cut the crap." Charles Watson, head of the charity River Action and the event's lead organizer, emphasized that the UK's regulatory framework is failing, enabling profitable pollution practices. Watson called for reforms and adequate funding for enforcement bodies, asserting that pollution laws need strict implementation.

The protest highlighted the ongoing crisis in the UK's water sector. In 2022, raw sewage was discharged into rivers and seas for more than 3.6 million hours by English water companies—a 105% increase over the previous year. Fish die-offs in rivers have surged nearly tenfold since 2020. UN rapporteur Pedro Arrojo-Agudo recently criticized England's privatized water system, citing regulatory failures and unaccountability.

The industry has faced backlash for prioritizing shareholder dividends and accumulating debt instead of investing in sustainable water infrastructure. According to Watson, over £70 billion in dividends has been paid out instead of reinvested in essential improvements. Melissa Green, CEO of the Women's Institute (WI), said WI members have been advocating for clean water since 1927, urging the government to enforce regulations and hold polluters accountable.

The diverse turnout included members of the WI and the GMB union, underscoring the broad public demand for urgent action against water pollution.