Augmented reality and gamification for the Donor Foundation’s blood donation awareness campaign, 2022–2023
Donor Go
DonorGO is a gamification project focused on promoting blood donation, developed as part of the Donor Foundation’s activities.
The project team created a comprehensive system of game-based practices for different ages and interests. It includes a donor guide, floor and board games, augmented reality experiences, social media projects, the website donorgo.ru, and, in the future, a mobile application.
My role in the project was to design and develop AR experiences from concept to launch for the campaign’s social media channels. This included games, quizzes, portals, characters from the Donor Go universe, AR masks, and interactive objects.
The project team created a comprehensive system of game-based practices for different ages and interests. It includes a donor guide, floor and board games, augmented reality experiences, social media projects, the website donorgo.ru, and, in the future, a mobile application.
My role in the project was to design and develop AR experiences from concept to launch for the campaign’s social media channels. This included games, quizzes, portals, characters from the Donor Go universe, AR masks, and interactive objects.
AR Game
The AR game introduces users to the principles of nutrition before blood donation through interactive gameplay. Players learn which foods should be avoided and which are recommended for a donor-friendly diet, reinforcing this knowledge through play.
The player controls a character running along a track by tilting their head left and right, and jumps over obstacles by nodding. Various food items appear along the way: allowed products are highlighted in color, while prohibited ones are shown in gray.
Collecting healthy foods earns points, while colliding with forbidden items costs lives. The game ends when all three lives are lost. The goal is to score as many points as possible and improve the result through repeated play sessions.
The player controls a character running along a track by tilting their head left and right, and jumps over obstacles by nodding. Various food items appear along the way: allowed products are highlighted in color, while prohibited ones are shown in gray.
Collecting healthy foods earns points, while colliding with forbidden items costs lives. The game ends when all three lives are lost. The goal is to score as many points as possible and improve the result through repeated play sessions.
AR Interactive Experiences
Augmented reality expands the Donor Go universe and turns the introduction to the project into an exploratory experience.
Users can interact with campaign characters, open a portal to a scientist’s laboratory from the comic storyline, and take an AR-based quiz that playfully reveals who they are in the world of Donor Go.
These interactive elements increase engagement, hold attention, and gently immerse users in the topic of blood donation through narrative and characters.
Users can interact with campaign characters, open a portal to a scientist’s laboratory from the comic storyline, and take an AR-based quiz that playfully reveals who they are in the world of Donor Go.
These interactive elements increase engagement, hold attention, and gently immerse users in the topic of blood donation through narrative and characters.
AR Objects
The project features a set of visual AR objects designed to clearly and accessibly explain blood donation and how blood works.
These include the HIV virus, the “Honorary Blood Donor of Russia” badge, and key elements of the circulatory system: platelets, red blood cells, and white blood cells.
Each object serves as an educational marker, simplifying complex medical concepts and making them understandable for a broad audience.
These include the HIV virus, the “Honorary Blood Donor of Russia” badge, and key elements of the circulatory system: platelets, red blood cells, and white blood cells.
Each object serves as an educational marker, simplifying complex medical concepts and making them understandable for a broad audience.
Photos by the Donor Go campaign organizers documenting project presentations at various venues
