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, a website by Richmond’s Elevation Advertising, strategy support from Social Endurance and campaign development and PR support from Baltimore-based 212 Communications, 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.