Before they could cash in, Madison customers catch a colossal surprise.
A 40–foot recreation of the human colon is on display at East Towne Mall, helping to educate shoppers about colon cancer.
The display is designed to raise awareness about screening and prevention, and to provide information about non–invasive procedures - such as virtual colonoscopies - which can detect problems.
Experts say it's important to destigmatize colon cancer, adding this display helps force people to face what can be an uncomfortable topic.
“This is the most preventable form of cancer that we see, and talking about it with your physician is really the key in taking care of your health,” says Dan Mulkerin from UW's Comprehensive Cancer Center.
The Colossal Colon remains on display at East Towne through Thursday.
Experts will also be on hand to answer questions about colon cancer treatment and prevention.