Send a poop, get a six-pack. That’s what DuClaw Brewing Co. is asking people to do for their “Give a Crap Campaign.” The Baltimore brewery has partnered with Squatty Potty and the Colon Cancer Foundation to raise awareness for colon cancer and reach the foundation’s yearly goal of providing 10,000 colorectal cancer screenings to underserved communities in 2021.

March is National Colorectal Cancer Awareness Month and to bring awareness to the nation’s second-deadliest form of cancer, DuClaw brewed a small-batch variant of their Sour Me Unicorn Farts beer. The ‘Thanks for Giving a Crap’ variant adds graham cracker to the glitter and sour party that’s already going on.

We all know that talking about colon cancer and poop is an awkward subject. When planning this campaign, DuClaw knew they had to make it fun and entertaining. DuClaw had to market this in a way that made people actually want to have a conversation about poop and colon health.

“There’s such a faux pas when it comes to talking about poop.” Rachel Bradley, DuClaw’s Marketing Manager said. “Either it’s the butt of every joke, no pun intended, or something that people just shy away from talking about, but it’s really important. So DuClaw’s motto is ‘Craft Be Cherished. Rules Be Damned.’ So we like to bend the rules any way we can. We want to make people laugh, and we like to do things with tongue in cheek.”

Partnering with Squatty Potty was the perfect solution. Not only do both companies have a unicorn mascot, but both companies knew they could use their products to raise awareness for colon cancer in a light-hearted and fun way. If you aren’t familiar, Squatty Potty creates toilet stools that help position your body in a natural, comfy squat to help you poop better. The company went viral in 2015 for their This Unicorn Changed the Way video.

When DuClaw and Squatty Potty contacted the Colon Cancer Foundation about the idea for this campaign, the foundation was on board right away. All three wanted to get out the serious message about the risk of colon cancer and getting tested, while also making people feel comfortable talking about it.

One of those messages was the many misconceptions of colon cancer.

“This is us, arms in the air shouting from the rooftops that colorectal cancers are no longer simply an old person’s disease,” Cindy Borassi, president of the Colon Cancer Foundation said. “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!”

“Being able to open up the conversation to people who wouldn’t normally be talking about it, it’s really good,” Bradley said. “Especially beer drinkers who might be between the ages of 40 and 50. It [the campaign] can get those people having the talks earlier. And honestly, it does not discriminate against age, there are people who are younger, who get diagnosed with colon cancer.”

The survival rate of colon cancer is high because it one of the most treatable cancers, but only if you catch it early. That’s why testing is important. That’s why you should give a crap.

There are two ways you can give a crap. Now until March 7th, you can enter to be one of the hundred lucky winners that will be randomly selected at no cost or you can make an $85 donation to the Colon Cancer Foundation. All winners and people who donated will receive a six-pack of the ‘Thanks for Giving a Crap’ edition of Sour Me Unicorn Farts and an Everywell FIT test. To participate, visit GiveACrapChallenge.com.

If you are over the age of 21 and want to receive the 6-pack, DuClaw encourages younger people to donate their FIT test to someone who needs it.

“I think it would be so cool if we could reach that goal for the Colon Cancer Foundation that they set for their whole year,” Bradley said. “If we reach that for just this one campaign that would be massive. I know their whole year goal is 10,000 test kits to underserved communities. So we get enough donations in this campaign that go directly to them. You know, whether it’s the donation to get the beer and the Squatty Potty and the test kit, or the donation to the website or donation by texting that number. If they get the 10,000 test kits all within this month, that would be just mind-blowing. That would be so cool.”

Whether you just want some glitter sour beer, you really like unicorns or care about poop and colon health, let’s get to 10,000 test kits and let’s all GIVE A CRAP.

Feature image courtesy of DuClaw Brewing Co.

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