Frugal Fred is a transmediatic persona who brings together ecology and frugality. His message is very clear: your wallet can save the planet. Having your own tote bag, reusable bottle, cup, lunchbox or spork allows you to reduce your impact and save money.

Changing the way in which we talk about ecology was the first ambition of Frugal Fred. I developed a form of greenshaming, where Frugal Fred tackles consumers habits. Fred uses mocking rhymes to call consumers out on their wasteful or environmentally harmful habits.