Colorectal cancer is the leading cause of cancer deaths among people under 50. Yet 75% of people said they would rather talk about politics, their sex lives, and money problems than colon health. We leaned into the problem by focusing on how uncomfortable the conversation can be. We started the world’s most uncomfortable, life-saving conversation in comfortable places like bars, coffee shops, and restaurants. Each Weird Looking Stool represented a warning sign of colorectal cancer to get people talking — the one thing they weren’t doing. Plus, people like poop jokes.