Black dogs are the last to be adopted and the first to be euthanized—a quiet bias known as Black Dog Syndrome. To confront this overlooked issue, Black Dog Club launched a disruptive awareness campaign on National Black Dog Day that made the bias impossible to ignore. By transforming an everyday annoyance into “The World’s Shittiest Stunt,” the campaign replaced public dog poop bags with blunt, provocative messaging that tagged real-world behavior with QR codes driving people to learn more. The result: a surge in conversation, a national audience of millions, skyrocketing social engagement, and a single day that more than tripled Black Dog Club’s average monthly adoptions—proving that uncomfortable truths can create meaningful change.