Joy has been active against Water Fluoridation soon after gaining a BSC (Hons) in Environmental Science in 2002. She attended a Friends of the Earth meeting in early 2003 at which a medical doctor gave an account of her long struggle against hypothyroidism after moving to fluoridated Coventry. After researching the issue of fluoride’s negative effect on the endocrine system and much else, Joy became convinced that the practice of adding a medicine to drinking water was a thoroughly unethical medical practice. Part of her journey has involved excluding fluoride from her environment which was no mean feat, living as she does in a fluoridated city.

Joy joined National Pure Water Association in 2005 and soon became an Executive Director. In 2010, she left NPWA to start West Midlands Against Fluoridation and ran a very successful website and fluoride analysis service. During this time, she gained a Certificate in Health and Nutrition. In 2018, encouraged by friends, she set up the Fluoride Free Alliance UK (FFAUK) which became the national organisation, NPWA having gone into retirement a few years earlier.

There have been several attempts to add fluoride to English drinking water since 2003 and Joy has been actively involved in ensuring that each attempt failed. The current climate is more challenging with the recent Conservative Government and The Establishment since 2022 trying to get England and Wales fluoridated, and this has meant Joy exercising her coordination and IT skills to the full.