Tonight, 44 million Americans are going to bed without enough food, and even more are turning to food insecurity programs just to survive. At the same time, 78 million tons of good food goes to waste every year — ironically the same amount needed to feed every food-insecure person 3 meals per day.
Flashfood is a mobile app created to fight food insecurity, making better food accessible to all Americans by applying deep discounts closer to the best-by date, and the app is already making an impact by diverting food waste, with important data to share in the 2023 Impact Report.
The problem: Impact Reports usually go to LinkedIn in a single post from the CEO, so we were challenged to find a better way to deliver the report, driving conversation in media and events.
We wanted to tap into the creativeness of multiple generations of Creators, with 56% of Gen Z considering themselves creative, we wanted to turn the data into an aesthetic that can be styled like upcycled ephemera and repurposed into posters, art, making the impact report an Instagrammable moment to spark conversations.
And as follows the trend of Gen Z and Millennials exhausted from digital fatigue turning to physical media, buying vinyl records and point-and-shoot cameras, the impact report began to weave into this tangible, aesthetic world that’s tightly curated for our target audiences.
