перевожу скрипт к фильму. не совсем понятно, о чем речь. Можно ли...хотя бы теоретически перевести promote a river как "заботиться о состоянии реки".
п.с.: контекст не особо помогает.

Что там делают варшавяне? И чем они занимаются на пляже? О чем вообще этот ваш фильм?

контекст вот такой:
Hello? Am I speaking to Bogna Świątkowska? This is Boris Sieverts from Goethe Institute from Cologne. I am the one who is doing research on Warsaw. Yes. Yes. And I wanted to ask you whether I could meet you for like an interview? To ask you questions on Warsaw on one of these days.

01:12:36:22
- The people who live in Warsaw they... The river is not well promoted enough.
And there is a problem how to promote a river when really spending time on a beach...

01:12:49:21- 01:12:55:15
...during a sunny day when it is really hot... it’s hard. It’s very hard. Because of the smell.
- Of the water?
- Yes. Not only the water but also the sand. The sand is a problem. It has this really heavy smell. Maybe that is why the people... For them the river is not present.
- Yes.
- They can see it but it is not for use. Nothing they can do with this river. So it’s not present.
- That is very good for me to know. These are the kind of places that I am looking for. Places that are obviously there but not present. Can you think of other places or even whole areas or so that have got that quality of not being in the consciousness of the people of Warsaw?

мой вариант изначально был таким:
- Жители Варшавы…они… не заботятся о состоянии реки. В этом-то и проблема: как заботиться о реке, в то время когда проводишь время на пляже.