SeeGreen
Irish Rugby Football Union
Project Overview
One in twelve men cannot see the colour green properly. At the Rugby World Cup, that meant Irish fans could not see their own team on screen.
Built with Rothco and Accenture Song and launched alongside the tournament in Japan, SeeGreen is a free Chrome extension that recalibrates any legally streamed broadcast for colour-blind viewers, calibrated against the IRFU crest as a known reference point.
I was executive producer, and the deadline was the opening whistle. Free to download, and made for any fan of any team playing in green or red, not only Ireland's.
Final Outcome
Cannes Lions shortlist. The extension reached more than 250,000 colour-blind rugby fans in Ireland alone, the one in twelve men and one in two hundred women who had spent their lives struggling to follow their own team.
It set a template for how a national sporting body takes responsibility for the fans broadcasters overlook, and opened conversations with those broadcasters about adopting the technology for live transmission.
The governing body fixed a problem the broadcasters created.