Count Fracula




To coincide with UN World Water Day, Ruby unleashed this campaign to highlight our opposition to the South African government’s approval for fracking to start in the Karoo – one of the most beautiful, pristine, sensitive and arid parts of the country.

The problem is that fracking requires an obscene amount of water. For every 10km2 fracked, around 3 billion litres of water will have to be trucked in – and hopefully trucked out again (because the chemicals added to the water to crack up the rock are highly toxic and radioactive).

All lingerie designed and made by RUBY.

Concept and copywriting by David Gimpel, photography by Gavin Goodman, and design by Plan B Design.

To find out more about fracking in South Africa, please visit