It was 11:33 a.m. on April 28. We were putting the final touches on a project to send to a client when our design agency in Aveiro went dark—and the internet went down.

“Hey, the power’s out. Is it just us? Is it the fuse box? Wait… it looks like it’s nationwide. Spain too! Poland!!”

And suddenly, the calls stopped, the messages didn’t go through, the news went silent. Within minutes, we found ourselves out in the square, asking everyone who passed by what they knew, exchanging fears, ideas, and plans for survival.

In truth, it felt like a return to something good, on a day that turned out to be just a small sample of a greater chaos—a day that will surely stick in the memory of everyone who lived through it.

Electricity failed—and with it, the printer, the air conditioning, the coffee machine, but also all the 2.0 gadgets: mobile phones, computers, emails, endless news feeds, and the ever-essential WhatsApp groups.

Just like that, without warning, a blackout threw ten million Portuguese people into the Stone Age—no computers, no screens, and a whole lot of unfinished work.

Luckily, what initially felt like a global catastrophe (laughs) was resolved within a few hours, and life quickly returned to normal.

But the warning was clear. A wake-up call about our technological dependence—so pervasive, yet so vulnerable.

For those of us working in design and communication, the disruptions caused by a blackout lasting several hours or even days may not be on the same level as those experienced by a hospital. But it still poses serious concerns—missed deadlines, canceled meetings, delayed payments, and unfulfilled budgets.

This raises the question:

Are we prepared to communicate in a disconnected world?

The answer is a big, extra-bold, NO.

In a society highly dependent on technology, electricity is the invisible oxygen that powers everything. And when it fails, we realize just how much we take for granted: no emails, dropped calls, vanished Wi-Fi—and even mobile devices become useless when the battery dies and there’s no way to recharge them.

Back to Basics: communicating in analog mode

In a power outage, communication returns to its most fundamental—and most human—forms. Here are a few strategies that regain relevance:

Physical messages and bulletin boards: Good old printed (or handwritten) A4 pages posted on shop windows, building entrances, or meeting rooms.

Direct contact: Face-to-face conversations, door-to-door updates, or emergency meetings in natural light.

Battery-powered radios or car radios: To receive updates from essential services and stay connected to the outside world.

Offline mobilization teams: Individuals with specific roles to relay messages or provide logistical support.

The role of brands: a beacon in times of darkness

When everything fails, what people seek most is safety, guidance, and clarity. A brand or organization that is prepared can make a real difference with:

• Offline communication contingency plans
• Emergency kits for the team (radios, flashlights, power banks, printed contact lists)
• A priority action manual for various scenarios (total, partial, or extended blackout)
• Pre-written messages to share as soon as communication is restored

Thinking beyond digital

Technology is a powerful ally, but resilience lies in not depending on it exclusively. Well-trained teams, alternative channels, and a culture of adaptability are now essential parts of any communication strategy.

In conclusion, the blackout was a clear reminder: without power, there are no likes. But communication doesn’t have to stop. It just needs to relearn how to walk without running. And that might be the key to a more balanced, more human—and most importantly, more prepared—future.