The Richmond Civic League, led by former City Council member Marty Jewell, paid to air an anti-code refresh advertisement showing a digitally-generated woman growing unsightly sores after swimming in the James River.

The Civic League has emerged as one of the most outspoken critics of the city’s rezoning initiative, one of the stated goals of which is to allow more homes to be built inside city limits.

One of the group’s objections to increased density is that Richmond’s sewer system overflows into the James River during periods of intense rain. (City officials have said the issue is tied to rainfall, not population. State law requires the problem be addressed by 2036.)

In the ad, which was run on streaming video websites, a woman visits the James River for a swim, then is seen on her couch scratching her badly-infected legs.

“In July 2025 I went for a swim in the James River, near Belle Isle,” she said. “I had no idea that the raw sewage outflow was nearby. I developed a horrible bacterial infection from that swim.”

The digital file is watermarked as being generated by Google’s artificial intelligence (AI) tools, and a computerized voice speaks over the Civic League logo.

“The city’s acts in code refresh rezoning are unconscionable,” it said. “We urge you to email your councilperson demanding they fix this horrid pollution first.”

Watch the video below:

Jewell said he was unavailable for an interview by telephone because of health issues, but would respond to emailed questions from The Richmonder.

In response to four questions – where the ads were running, whether the group considered labeling the content as AI, if the video was based on a true story and who was funding the ads – he responded with a 1,116-word email focusing on the sewer issue.

“Richmond citizens will forever be in your debt if you can report on this and shed new light,” he wrote. “A great starting place is the web document on City Council's site where they report to the GA that the current cost to repair our defective water and sewer system is 1.8 billion dollars. Money we don't have and are unlikely to secure.”

He did not respond to follow-up questions about the use of AI. 

He wrote that “the incident in the James is a true story” but did not point to any specific news story or offer any name or contact information for the person impacted. There are no news stories over the timeframe cited that match the content of the video.

Jewell said that, “regarding costs, Richmond Civic League simply lines up donors as available for particular expenses.”

Jewell said his group believes that the city should offer a ballot referendum on the rezoning initiative instead of putting it in the hands of City Council.

“So yes, Richmond Civic League will continue to engage citizens and help give them the voice they deserve,” he wrote.

A follow-up email was not returned as of press time.

Contact Michael Phillips at mphillips@richmonder.org.