Environmental non-profit organisation River Action has created a new billboard out of poo-stained £50 notes in order to highlight the profits made by water companies while polluting the UK’s rivers and lakes.

The six-metre wide “Pooster”, created with creative agency Uncharted and supported by Global, is stained brown from sterilised river water and waste from polluted beaches across the UK.

Located near Vauxhall Station for its proximity to the river, the aim of the billboard is to encourage people to join the March for Clean Water on 3 November.

Uncharted co-founder and chief creative officer Jordan Bambach said: “Uncharted is proud to join forces with our great friends at Global and River Action on this vital campaign.

“The disturbing and complex challenge of crafting a pooster that’s safe even for us to handle speaks volumes. If it’s this tough for our team, just imagine the state of every waterway and beach across the UK.”

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In addition to the out-of-home ad, there will also be audio adverts voiced by comedian Jo Brand that will play out across LBC, Heart and Capital.

“Water companies like Thames Water are up to their necks in it, treating our rivers, seas and lakes like open sewers. Our ‘Pooster’ drives home the point: the financial gains they make are filthy money. It’s time for change. The UK public is fed up with sewage-drenched waterways and our campaign demands urgent reform,” said River Action campaigns manager Amy Fairman.

The protest on 3 November will see River Action joined by people from organisations including Extinction Rebellion and The National Trust to demand action to tackle polluted waters.

Water companies have reportedly raised bonuses to as high as £9.1 million despite fines for record sewage discharge.