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Uno: The Color of Inclusion

Campaign to make one of the world’s most popular games inclusive for people with colorblindness.

Cards from UNO's deck for people who are colorblind.
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Approximately 350 million people, 1 in 12 men and 1 in 200 women, worldwide are affected by a form of colorblindness. As one of the world’s favorite card games, UNO has long been beloved for its universal game play based on matching numbers and colors. A perfectly simple premise with one imperfection – players who struggle with distinguishing between any of UNO’s four iconic colors.  That’s why Weber Shandwick worked with client UNO (Mattel) to create the world’s first colorblind accessible card game. In partnership with the category-leading global organization ColorADD, the UNO ColorADD deck utilizes a proprietary “Color Alphabet” to add symbols that represent colors. The new product became not only the world’s first truly inclusive, accessible card game – it also introduced Americans to a new, historically overlooked, educational tool designed to support people who struggle with color identification.