2. Theoretical aspects

## 2.1 Blood donation

• Misinformation—People do not understand the process, what is its purpose,

• The fear of donating blood—Some myths created about the donation process

• Medical disqualification—Here there are two points: The first one is related to hematopoietic diseases, sexually transmitted diseases, and other diseases, which can be transmitted through donation, and the second, people who are

momentarily unable to donate blood, often do not donate anymore.

• Convenience—People who understand the need for donation, support the

On the other hand, when analyzing the reasons that lead to the practice of blood

• Altruism—Donors who understand the need for donation and propose to help

• The replacement—When, for a surgical procedure of a close person, requires

• Social pressure—When an entire community engages in a cause, the individual

• Advertising—The individual is pushed by the advertising appeal.

but it is still necessary to mobilize large capital and personal investments.

• Reward—When the donor materially and/or spiritually benefits from the

Some different strategies, such as demythologization and clarification and awareness about the process [5, 6], tax incentives, benefits, transport to donation site, and campaigns [7, 8], are used in several countries for attracting new donors,

With this problem of the lack of blood donations, we developed some strategies to try to engage more people with the cause. The first step was to identify the best channel for propagation of the tool to be developed. From this need, the creation of an app was chosen, added to the social network, aimed at encouraging blood donation. Social networks reach about 1.5 billion people. In Brazil, social networks

However, the elaboration of this work, by this way, would be just another social network application focused on blood donation. In order to contribute positively to this development, the concept of gamification, for project implementation, was applied. Therefore, the objective of this work was to develop a mobile application, called BloodHero, whose main purpose is to attract and retain new blood donors, arousing empathy through virtual social networks, encouraging, and educating through gamification methodology. This application will promote interaction between users (donors, people able to donor, and patients who need donors) in publications and chats through bonus points, achievements—rewards—and levels

and reactions prevent the attraction of new donors.

Interactive Multimedia - Multimedia Production and Digital Storytelling

• Apathy—People who do not care about the cause.

cause, but are not drawn to moving to practice.

feels motivated to participate as well.

reach about 80% of the population [9].

and its importance.

donation, we find [4]:

the cause.

process.

of experience.

194

the donation.

Blood is responsible for the entire distribution of molecules to tissues. Its functions include gas exchange through the red blood cells, defense against foreign bodies by leukocytes, transport of nutrients and hormones by plasma, and coagulation through platelets. It is produced by the red bone marrow or hemocytopoietic tissue, found in long bones [10].

The blood type is conditioned by multiple alleles, the main ones being the ABO system and the Rh factor (+ and ). It causes the possibility of existing eight main possibilities: A+, A, B+, B, O+, O, AB+, and AB. Each one of these types is characterized by the presence of agglutinogens (A, B, and Rh) and agglutinins (anti-A, anti-B, and anti-Rh). They are directly linked to the compatibility used when blood transfusion is required, observed in Table 1 [11].

Blood donation is the process of collecting blood from a volunteer to, after a series of treatments and examinations, be stored in a blood bank and, when needed, used in a transfusion [12–15].

According to the WHO, blood donation should be voluntary and unpaid, to avoid risk [3]. Before the donation, the candidate undergoes two previous stages, called screening: an interview/questionnaire, where questions are asked to check blood-related diseases, in order to improve the safety of the donor and patient, and a clinical examination, aiming at ascertaining the health conditions of the donor and if there is something that will harm him at the time of donation [2]. Any identified risks will lead to the donor's temporary or final rejection.

Being fit, the donor passes to the collection stage, where 400–450 ml of the blood tissue is withdrawn. The average collection time is 10 minutes, and reactions rarely occur. The blood volume of an adult is 62.4 ml per kg, that is, a normal adult male, weighing 75 kg, has the total volume of 4680 ml of blood.

Replacement of the blood volume by the organism occurs within 24 hours, for the blood plasma, and 4 weeks, for the red blood cells; however, the recovery of iron can take 8 weeks for the man and 12 weeks for the woman. Because of this, the maximum frequency of donation of blood for men is four times a year, with a minimum interval of 2 months between donations. For women, the maximum frequency is three times a year, with a 3-month interval between donations. Donors must be between 16 and 69 years old and weigh, at least, 50 kg [1].

In Brazil, Ministerial Order No. 158, of February 4, 2016, regulates the entire chemotherapy process, emphasizing that blood donation should be voluntary,


#### Table 1. Blood characteristics and compatibility.

anonymous, and altruistic and the donor should not, directly or indirectly, receive any remuneration or benefit by his donation.

2.3.1 Native development

2.3.2 Operating system mobile: Android

BloodHero: The Power of Gamification in Social Habit DOI: http://dx.doi.org/10.5772/intechopen.84140

Windows Phone, with 1.6%.

more than 1.4 million applications.

opment services [25].

2.4 Social networks

(VSN).

197

reliability.

According to Silva [20], applications with native development are those that are intended for a specific platform. Platforms differ in the following aspects: operating system (OS), programming languages, and integrated development environment (IDE). Although native implementation takes longer, native applications are recommended for more demanding audiences, who are looking for agility and

According to Sobell [21], the operating system (OS) is defined as a program that manages the capabilities of the computer. The OS manages the hardware resources

In Brazil, the mobile operating systems that have a considerable part of the market are Android (developed by Google), iOS (Apple), and Windows Phone (Microsoft). According to Conceição [22], by the abundance of devices with its OS, Android leads sales with 93.5% of the slice, followed by iOS, with 4.8%, and

Android is a Linux-based OS, with a direct-manipulation interface, designed primarily for devices with touch screens, but it also has interfaces for television, car, and watches. Google makes the Android OS code available under the open-source license [23], what reflects worldwide usage, and makes it a sales leader since 2013, and, according to Google, it has more than 2 billion active users, which consume

Android has a wide guide for the development of the virtual environment of the application, the Material Design. According to Google, the guide is beyond a visual standardization of applications in Android, because it is also a varied library of common objects, tested to promote a better user experience [24]. The Material Design provides the guide to color palette, flow of screens, themes, fonts, object style, scaling, animations, and any other features related to the application design. Google offers the free IDE for Android application development, Android Studio, the environment, as well as a code editor, which offers features to optimize the developer's implementation for Android applications such as Gradle—the compilation system flexible; emulator; unified environment for all versions; Instant Run monitoring; integration with GitHub, test tools, and frameworks; code verification tools; and compatibility with other programming languages and with Google devel-

One of the main exponents for the use of smartphones is social networks. They are defined as the environment where personal relationships are developed and maintained by individuals with the same interests, which exchange experiences [26]. These environments are not necessarily virtual, i.e., most of them are still faceto-face. Therefore, what we call social networks are actually virtual social networks

According to Marteleto [27], social networks are spaces that represent "[…] a set of autonomous participants, uniting ideas and resources around shared values and interests." The author complements that over the years, networks are taking a role as organizational tools. According to Tomaél [26], social network is a place where each individual has its function and its cultural identity, which encourages coexis-

tence with other individuals and promotes a coherence of the network

and schedules tasks, as well as provides the user with a pleasant interface.

### 2.2 Blood donation incentive methods

Several strategies are used to attract and retain new blood donors; [7] divide these strategies into three categories: host, campaigns, and educational strategies.

"Reception" refers to the donors' care, removal of barriers that hampers donation, to the easy access to donation, training of vein puncture technicians, to minimize needle fear, and donor awareness to encourage family and friends, which have brought great results [7].

Campaigns are contingent strategies that occur for a particular purpose. Results are very expressive, as the campaign of the soccer clubs of the Minas Gerais, a Brazilian State, which disputed a championship of blood donation. Their campaign attracted 22 thousand donors in the first quarter of 2014. Solidary hazing, promoted by several universities, has also brought positive results. Some strategies seek to raise awareness among companies and institutions to promote campaigns and improve the donor recruitment system [7].

Educational strategies seek to raise awareness in new donors, based on information about the need for donation. As in South Africa, the creation of Club 25 seeks the motivation of young donors with education about donation [3]. According to [7], educational strategies are more effective, based on the encouragement of future donors and should participate in the youth's habit as a social responsibility.

Other strategies are based on psychology, sociology, and anthropology, in order to understand the values, beliefs, and attitudes of the donor, in the formation of awareness about the donation, since child. There are incentive strategies with health workers, with partnerships in various sectors to favor the cause [7].

In Europe, the population is well aware of blood donation. Therefore, many countries include benefits to donors, such as tax incentives, donation days, transport to donation centers, and meals, what is reflected in numbers: 37% of Europeans are blood donors [8].

A study by Johns Hopkins University, in the United States, suggests that reward strategies such as gift cards and gifts can contribute to the growth of donation numbers, without compromising the quality of the collected blood.

#### 2.3 Mobile devices

Mobile devices, more precisely the smartphones, according to [16] are defined as a "mobile phone that offers advanced features similar to those of a notebook." In 2007, its arrival, along with the onset of Internet accessibility, was the beginning of a new era, driven by significant changes in interpersonal relationships, market, and in the use of services. Brazil has a continuous growth in the number of active smartphones, what made it the fourth country, in the world, in number of smartphones, with around 198 million handsets [17], and according to data from the National Telecommunications Agency, it accounts with almost 300 million active lines, about 1.4 lines per inhabitant.

The technological evolution has made smartphones become real portable computers and already occupies the first position as a personal tool. Smartphones are used in several areas, such as communication, entertainment, information, medicine, education, security, transportation, commerce, and services [18].

Data from Nielsen [19] show that smartphones are well distributed across classes, with 35% of users in class C, 50% in class B, and 12% in class A. Its main uses are for news applications, music, videos, social networks, communicators, and e-mail.

#### 2.3.1 Native development

anonymous, and altruistic and the donor should not, directly or indirectly, receive

Several strategies are used to attract and retain new blood donors; [7] divide these strategies into three categories: host, campaigns, and educational strategies. "Reception" refers to the donors' care, removal of barriers that hampers donation, to the easy access to donation, training of vein puncture technicians, to minimize needle fear, and donor awareness to encourage family and friends, which have

Campaigns are contingent strategies that occur for a particular purpose. Results

Educational strategies seek to raise awareness in new donors, based on information about the need for donation. As in South Africa, the creation of Club 25 seeks the motivation of young donors with education about donation [3]. According to [7], educational strategies are more effective, based on the encouragement of future

Other strategies are based on psychology, sociology, and anthropology, in order to understand the values, beliefs, and attitudes of the donor, in the formation of awareness about the donation, since child. There are incentive strategies with health

In Europe, the population is well aware of blood donation. Therefore, many countries include benefits to donors, such as tax incentives, donation days, transport to donation centers, and meals, what is reflected in numbers: 37% of Europeans

A study by Johns Hopkins University, in the United States, suggests that reward

Mobile devices, more precisely the smartphones, according to [16] are defined as a "mobile phone that offers advanced features similar to those of a notebook." In 2007, its arrival, along with the onset of Internet accessibility, was the beginning of a new era, driven by significant changes in interpersonal relationships, market, and in the use of services. Brazil has a continuous growth in the number of active smartphones, what made it the fourth country, in the world, in number of

smartphones, with around 198 million handsets [17], and according to data from the National Telecommunications Agency, it accounts with almost 300 million active

The technological evolution has made smartphones become real portable computers and already occupies the first position as a personal tool. Smartphones are used in several areas, such as communication, entertainment, information, medi-

Data from Nielsen [19] show that smartphones are well distributed across classes, with 35% of users in class C, 50% in class B, and 12% in class A. Its main uses are for news applications, music, videos, social networks, communicators, and e-mail.

cine, education, security, transportation, commerce, and services [18].

strategies such as gift cards and gifts can contribute to the growth of donation

are very expressive, as the campaign of the soccer clubs of the Minas Gerais, a Brazilian State, which disputed a championship of blood donation. Their campaign attracted 22 thousand donors in the first quarter of 2014. Solidary hazing, promoted by several universities, has also brought positive results. Some strategies seek to raise awareness among companies and institutions to promote campaigns and

donors and should participate in the youth's habit as a social responsibility.

workers, with partnerships in various sectors to favor the cause [7].

numbers, without compromising the quality of the collected blood.

any remuneration or benefit by his donation.

Interactive Multimedia - Multimedia Production and Digital Storytelling

2.2 Blood donation incentive methods

improve the donor recruitment system [7].

brought great results [7].

are blood donors [8].

2.3 Mobile devices

196

lines, about 1.4 lines per inhabitant.

According to Silva [20], applications with native development are those that are intended for a specific platform. Platforms differ in the following aspects: operating system (OS), programming languages, and integrated development environment (IDE). Although native implementation takes longer, native applications are recommended for more demanding audiences, who are looking for agility and reliability.

#### 2.3.2 Operating system mobile: Android

According to Sobell [21], the operating system (OS) is defined as a program that manages the capabilities of the computer. The OS manages the hardware resources and schedules tasks, as well as provides the user with a pleasant interface.

In Brazil, the mobile operating systems that have a considerable part of the market are Android (developed by Google), iOS (Apple), and Windows Phone (Microsoft). According to Conceição [22], by the abundance of devices with its OS, Android leads sales with 93.5% of the slice, followed by iOS, with 4.8%, and Windows Phone, with 1.6%.

Android is a Linux-based OS, with a direct-manipulation interface, designed primarily for devices with touch screens, but it also has interfaces for television, car, and watches. Google makes the Android OS code available under the open-source license [23], what reflects worldwide usage, and makes it a sales leader since 2013, and, according to Google, it has more than 2 billion active users, which consume more than 1.4 million applications.

Android has a wide guide for the development of the virtual environment of the application, the Material Design. According to Google, the guide is beyond a visual standardization of applications in Android, because it is also a varied library of common objects, tested to promote a better user experience [24]. The Material Design provides the guide to color palette, flow of screens, themes, fonts, object style, scaling, animations, and any other features related to the application design.

Google offers the free IDE for Android application development, Android Studio, the environment, as well as a code editor, which offers features to optimize the developer's implementation for Android applications such as Gradle—the compilation system flexible; emulator; unified environment for all versions; Instant Run monitoring; integration with GitHub, test tools, and frameworks; code verification tools; and compatibility with other programming languages and with Google development services [25].

#### 2.4 Social networks

One of the main exponents for the use of smartphones is social networks. They are defined as the environment where personal relationships are developed and maintained by individuals with the same interests, which exchange experiences [26]. These environments are not necessarily virtual, i.e., most of them are still faceto-face. Therefore, what we call social networks are actually virtual social networks (VSN).

According to Marteleto [27], social networks are spaces that represent "[…] a set of autonomous participants, uniting ideas and resources around shared values and interests." The author complements that over the years, networks are taking a role as organizational tools. According to Tomaél [26], social network is a place where each individual has its function and its cultural identity, which encourages coexistence with other individuals and promotes a coherence of the network
