I am so excited to share with you these new images from South African lingerie brand Ruby! Unlike many campaigns that focus only on the lingerie itself, this is a campaign with a message: Stop Fracking in South Africa.
Recently the final SA government approval was granted for Shell – and other foreign oil companies – to start the fracking process in the Karoo. Going by the effects of fracking in other parts of the world, we believe this could be opening a catastrophic Pandora’s box in our own backyard (one of the most pristine and environmentally sensitive parts of the country).
Besides the likelihood of permanently scarring the priceless environment, the more lethal risk of fracking lies in its potential for poisoning the drinking water for millions of people and animals, forever, in one of the most water-deprived regions on the continent.
To get our buy-in, and protect their interests, these organizations have been waging an extensive disinformation campaign that focuses on what a clean energy source it provides, how safe the process is, and how many jobs will be created. The problem is, there are major flaws in all these arguments, as has been shown elsewhere – time and time again.
To counter these slick messages from the oil companies, RUBY teamed up with photographer Gavin Goodman and copywriter, David Gimpel, to craft a series of images and ads that offer a slightly different narrative. (One not quite as Prozac-hued.)
Now to the giveaway details: