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# Glitter Beer Raises Nearly $20,000 to Fight Colon Cancer
- URL: https://capitolcommunicator.com/glitter-beer-raises-nearly-20000-to-fight-colon-cancer/
- Published: 2021-04-04T19:31:31.000Z
- Updated: 2023-10-06T13:37:36.000Z
- Author: Jeffrey Davis
- Tags: Marketing, Communications, Maryland News, #Import 2026-10-08 18:51

**Baltimore’s DuClaw Brewing Company, Squatty Potty and the Colon Cancer Foundation,** along with help from online craft beer marketplace CraftShack, at-home testing company Everlywell and Diablo Doughnuts have come together on a campaign that has generated over 40 news stories and raised nearly $20,000 to fight colorectal cancer.

Made up of videos by [Squatty Potty](https://www.squattypotty.com/?ref=capitolcommunicator.com), a website by Richmond’s Elevation Advertising, strategy support from [Social Endurance](https://www.facebook.com/socialendurancellc/) and campaign development and PR support from Baltimore-based [212 Communications](https://212comm.com/?ref=capitolcommunicator.com), the “Give A Crap Challenge” encourages people to “trade their poop for beer.”

To do this, people can sign up to receive a 6-pack of the exclusive edition of Sour Me Unicorn Farts made with Fruity Pebbles & graham cracker by DuClaw, an at-home Everlywell colorectal cancer screening kit, and a Squatty Potty.

“The marrying of craft beer with colon cancer awareness, at a time when incidence rates are trending younger with the fastest growing segment being 21-29 has been powerful,” said **Madeline Caldwell** of 212 Communications, who initiated the campaign when she was working as Marketing Director for DuClaw last year after recognizing brand synergies between DuClaw’s glitter-farting unicorn and Squatty Potty’s ice cream-pooping unicorn. “It’s no longer an old person’s disease, and people are starting to recognize that.”

The campaign additionally includes a TikTok challenge under the hashtag #giveacrapchallenge where people are encouraged to ask a loved one, “when was the last time you pooped?”

The beer is not sold on shelves, and is exclusive to this campaign. To get some \*while supplies last\*, anyone who is eligible can make a donation to $85 here to receive a 6-pack of the Sour Me Unicorn Farts ‘Thanks for giving a crap’ variant made with graham cracker, an at-home Everlywell CRC screening and a Squatty Potty.

Additionally, this effort helps support Colon Cancer Foundation’s effort to provide 10,000 colorectal cancer screenings to underserved individuals.