Did you know that 39% of the world’s population—that’s 2.5 billion people—do not have access to adequate sanitation? WaterAid, an international organisation that works in 37 countries across the world to transform lives by improving access to safe water, hygiene, and sanitation, is committed to building awareness and getting people to take action around this critical issue.

But it can only be achieved by breaking the silence on, well, shit.

That’s where the Incredible Quiz of Unbelievable Sh!t comes in. From the correct way to hang your loo roll (according to the 1891 patent) to the amount of shit you’d accidentally eat in a year if you lived in a town without flushing toilets, clean water or sewers (a jar of chocolate spread or a chocolate coin?) the Incredible Quiz of Unbelievable Sh!t will test your historical knowledge of all things faecal.

The Incredible Quiz on Unbelievable Shit

It’s not every day you work with a client to launch a project about poop. As we discuss in our post—10 Ways to Get Your Campaign to Break Through—provocative content can be inherently risky. But check out WaterAid’s clever #ifmenhadperiods manpons campaign (or this tweet below) if you’d like more reasons why upending conventions might be a smart approach to breaking through a crowded communications landscape.

“Our Incredible Quiz isn’t just quirky, it also throws up some surprising—not to mention deeply disgusting—facts about life in the UK not that long ago,” says Alicia Robinson, Digital Communications Lead at WaterAid. “However well you know your shit, you can’t help but be shocked to think people around the world are still forced to live in conditions similar to our not-so-distant ancestors.”

That’s why every UK quiz-taker, however knowledgeable, is invited to sign WaterAid’s Make It Happen petition, calling on the UK Government to support a dedicated Sustainable Development Goal on water and sanitation at the United Nations General Assembly this September—to help achieve a healthier, fairer and more sustainable world for everyone.

To find out if you know your shit, head over to go.wateraid.org/incredibleshtquiz