This video about an army of evil, dancing turds is no joke. It’s part of a targeted campaign by UNICEF that addresses one of India’s biggest public health problems – the widespread practice of public defecation.

The series of videos, online games and public announcement which began late in 2013 reveal some startling facts. About 620 million people in India defecate in the open, and only half the population uses toilets. The leading causes of malnutrition, which affects 48 percent of children in India, are from diarrhea and worms associated with microbial contamination of drinking water.

The ‘Poo2Loo’ campaign may seem a bit silly but it’s sparked a conversation in India about a health crisis in a country of over 1.2 billion people.

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