March is National Colorectal Cancer Awareness Month, and Maryland’s DuClaw Brewing Co. has caught our collective attention for its Give a Crap Challenge. Of course, it’s not just DuClaw. The brand is teaming up with the Colon Cancer Foundation, Squatty Potty (the original toilet stool that helps you poop better), Everlywell (a home health test provider), CraftShack (an online marketplace and delivery service for specialty beers) and Diablo Doughnuts (a Baltimore doughnut shop famed for its fruity cereal Unicorn Fart pastry, which looks rather delish).
Colorectal cancer is the nation’s second-deadliest form of cancer. It kills thousands every year, so to promote health awareness around this issue, the impressive team above has launched the Give a Crap Challenge, which includes getting screened for colorectal cancer and also maybe securing a special edition of the Sour Me Unicorn Farts beer brand — a sour ale made with fruity cereal, a trio of fruits, edible glitter and the addition of graham cracker. But it’s limited, so here are the deets:
For 400 eligible participants, it’s as easy as: Click. Squat. Sip…
- Click — Sign up at www.GiveACrapChallenge.com between March 3 – 7 for a chance to participate and receive the screening, Squatty Potty and beer. One hundred lucky entrants will be randomly selected from signups to participate at no cost. Another 300 can instantly participate by making an $85 donation.
- Squat — Take your noninvasive colorectal cancer screening test in the privacy of your own home and mail to the lab in the prepaid envelope.
- Sip — Enjoy your six-pack of DuClaw’s Thanks for Giving a Crap edition of Sour Me Unicorn Farts glittered sour ale on your doorstep from CraftShack and relish in the fact that you gave a crap today! You’ll receive secure, personalized results of your screening from to your device.
The goal of the program is to provide 10,000 colorectal cancer screenings to underserved communities in 2021. From the press release:
“This is us, arms in the air shouting from the rooftops that colorectal cancers are no longer simply an old person’s disease,” said Cindy Borassi, president of the Colon Cancer Foundation. “The fight against the second-leading cause of cancer death among U.S. men and women is serious…and sometimes, the best way to engage people is with a little humor!”
Participants will get exclusive access to the limited-edition pilot batch of this year’s much anticipated Sour Me Unicorn Farts glittered sour ale. The beer will be gifted in 12-oz six-packs. The label will say, ‘Thanks for Giving a [rainbow poop emoji]’ with a blue star for colorectal cancer awareness. The promotion will run this week (sorry we’re late!) with signups opening up on Wednesday, March 3, on National Colorectal Cancer Screening Day, closing on Sunday, March 7.
Additionally, with the help of celebrities and influencers, the campaign will activate a social #GiveACrapChallenge on TikTok and other platforms, where participants can ask a parent or loved one, “When was the last time you pooped?” as a way to encourage “the talk” about getting tested because you “give a crap” about them. Participants can donate any amount by texting CRAP to 512-920-5521. For every $35 contribution, one colorectal cancer screening will be donated to someone in need.
Here’s more about Colorectal Cancer and affected populations:
- 2nd leading cause of cancer death among men and women in the U.S.
- Regular testing is recommended for adults 45+.
- 75M people should be regularly tested, half being underserved and uninsured.
- African Americans are at high risk, with incidence rates +20%, and death rates +40%.
- Anyone >45 with symptoms should see their primary care provider as soon as possible.
- The recent and tragic deaths of actors Chadwick Boseman, 43, and Natalie Desselle-Reid, 53, as a result of colorectal cancer illustrate the younger trend:
- The fastest growing incidence among those 20-29.
- The most cases under 50 among those 40-49.