During my civic involvement project for my St. Edward's senior thesis, I spoke to a blood drive coordinator who lamented the lack of "blood donation culture" among younger generations. That conversation is what led me to propose the Be a Bloody Hero campaign for the Blood and Tissue Center, aimed at recruiting young adult blood donors by rallying them against a common enemy- a ragtag team of suckers out to steal their blood!
I redesigned the current blood donor education materials and gamified the experience to make it more inviting. New donors are given a passport-like book, and after collecting the necessary "weapon" stamps, the donor receives a reward and moves onto a bigger enemy, a better prize.
Additionally, after each donation, donors are given temporary tattoos to put over the eyesore of the needle prick the next day. We leave behind a fond memory, and sneaky guerrilla advertising! The passport has 3 sections, as detailed below.
I redesigned the current blood donor education materials and gamified the experience to make it more inviting. New donors are given a passport-like book, and after collecting the necessary "weapon" stamps, the donor receives a reward and moves onto a bigger enemy, a better prize.
Additionally, after each donation, donors are given temporary tattoos to put over the eyesore of the needle prick the next day. We leave behind a fond memory, and sneaky guerrilla advertising! The passport has 3 sections, as detailed below.
Section 1: Basic Training teaches the donor about blood donation. This text is based on the existing blood donation material that is passed out at donation fairs. Making this friendly is a subtle enhancement to the user experience, which currently is a dingy sheet of paper a million people touched and is essentially just a scary list of diseases written in all caps Times New Roman.
Section 2: Know Your Enemy profiles each type of blood sucking character and introduces the rules of the game. Each character has a background story fun enough to keep you intrigued instead of fearing the phlebotomist. Weapons that will defeat the characters are introduced.
Section 3: The Front Lines is where the phlebotomist stamps acknowledgment of each blood donation. When the passport page for an enemy is full, you earn your weapon and get a prize! You're a bloody hero.
Day-After Tattoos: The graphics for the tattoos range from the images of the blood suckers to a cork or a spigot for those frequent flyers.