The Challenge
In many parts of the world, electricity isn’t guaranteed.
Target Audience
Communities impacted by power scarcity and recurring outages.
Recurring power outages force households to make rapid decisions about potentially spoiled food, yet many lack clear guidance and knowledge on what remains safe to eat.
Consumer Insight
In-Store Label Design System
Food category aisles labeled by overall perishability
Shelves organized by specific perishability times when unrefrigerated
Floor signage for additional campaign messaging
The grocery store becomes the instruction manual. We inform people before the outage hits.
In-Store Activation
Zines and Food Stickers distributed to local communities for free at grocery stores around the country.
The label that knows when your fridge doesn’t.
Temperature-reactive stickers change color when food warms in the fridge beyond safe levels.
‘OFF-GRID’ Zine
Digital Extension
The Outsmart The Outage app helps households track food safety in real time.
Users can:
• access essential outage tips and no-power recipes
• receive outage guidance via help line
• monitor active outage regions on the live map
• donate to the crowdfunding community food fund
• locate nearby food banks
Online Community Building
In times that may feel isolating for many, we create a space that celebrates the power of shared knowledge.
OOH Posters
Designed with clear informational copy, this campaign OOH enables people without internet access to build essential literacy in power-outage health and safety practices.
Art Director(s): Nicole Parry
Copywriter(s): Kelsey Klungel