Key Facts

83% of people use devices in their bed or bedroom at night
Blue light suppresses melatonin, delaying sleep
Disrupted circadian rhythms affect mood, memory, immunity, and metabolism

WHY OURA

We created user personas representing community members, gardeners, and local organizations. These personas reflected diBerent motivations: accessing aBordable produce, sharing knowledge, or organizing resources revealing a shared desire for belonging, simplicity, and visible impact, informing our design priorities.

INSIGHT

Human Insight
By around 9 PM, the brain naturally begins preparing for sleep as melatonin levels rise. Screen use during this window can either support or interfere with rest.

Design takeaway:
Small, consistent habits—like going offline by 9—can meaningfully improve sleep quality, energy, and emotional regulation.

AUDIENCE

Target Audience

College students and young adults navigating late-night studying and social media
Professionals with high screen time and work-related phone use
Wellness-minded individuals focused on routines, recovery, and mental health

CONCEPT

The Idea
Offline by Nine positions logging off as a nightly ritual.
9 PM becomes a shared cultural moment to collectively power down and reset the body clock.

Tone: Calm, supportive, non-judgmental, habit-focused

CAMPAIGN SYSTEM

Posters
Three cohesive posters highlight behaviors that work together to support circadian alignment. Each directs viewers to offlinebynine.com.

Billboard
Minimal copy and bold timing reinforce the simplicity of the habit at scale.