We pioneered the use of geo-location technology to incentivise positive behaviour change. Working with sector leader, Foursquare we developed badge concepts and game mechanics to help the American Red Cross engage with new blood donors.
With over 45 million users worldwide, Foursquare has quickly become the business leader in the field of geo-location social media. Following their launch in 2009, we isolated the potential of leveraging the check in and badge mechanics of Foursquare and other similar platforms, to incentivise actions linked to geographic locations with positive social impact.
Working alongside the Foursquare team in 2010, we created the idea of providing blood donors with a digital reward directly linked to the time and geographic location of them giving blood. Following UX Research and Client Research with both Foursquare and the Red Cross, we created the UX and content strategy for the new American Red Cross badge that worked within the existing formats and taxonomies of Foursquare's in-app mechanics and the blood donation process of individual donors across the United States.
The badge was subsequently launched in partnership with the American Red Cross, enabling donors to check in whilst attending blood drives anywhere in North America to activate and receive their 'American Red Cross badge'. The partnership was Foursquare's first impact partnership with a charitable body and marked the first global instance of geolocation social media being utilised for social good.
Strategically, existing American Red Cross blood donors were introduced to Foursquare and given another means of being thanked for their generosity, and the Foursquare userbase were introduced to the idea of blood donation and encouraged to donate through the gamification of badge collection.