Cheeky Charity wants people to know the signs of colorectal cancer to 'protect their peach'

After a few years of switching careers and creating businesses, Palm Springs resident David Russo, 38, wanted to do something that would help people. He just wasn't exactly sure what to do or how to do it.

The answer wasn't in the corporate world, where he previously worked for German company Siemens, or in flipping houses or operating a restaurant. Instead, it was written in his family history.

Several of Russo's family members have been affected by colorectal cancer, which is when polyps grow on the inner lining of the colon or rectum. Some types of polyps can change into cancer, usually over the course of many years, but not all polyps become cancer.

Russo said his grandfather and two cousins died from the disease, and his father also had polyps discovered ever since he first started getting screened. Russo himself had polyps removed when he was 32.

Cheeky Charity Founder David Russo
Cheeky Charity Founder David Russo

It was a cancer he was well aware of, but he didn't realize just how prevalent it is. Colon and rectum cancer is the fourth most common type, after breast, prostate and lung cancers. In 2022, colorectal cancer was the second most common cause of cancer death with nearly 53,000 deaths, according to the National Cancer Institute. Approximately 150,000 new cases of colorectal cancer are diagnosed every year in the United States, according to the American Cancer Society.

After also learning that colorectal cancer has been on the rise among young peoplethose born in 1990 have double the risk of colon cancer and quadruple the risk of rectal cancer compared to those born in 1950 — all roads pointed to his passion project: Cheeky Charity.

"I was thinking about it — my dad would have died by now if he didn't get his colonoscopy," Russo said. "So that's when I was like, OK, let's do this."

The nonprofit is on a mission to teach people, particularly the LGBTQ+ community, about colorectal cancer and help them take care of their bums. The organization has been supported with a $25,000 community grant from the Prevent Cancer Foundation. Throughout March, which is known as Colorectal Cancer Awareness Month, Cheeky Charity has organized a number of social events to get people talking about their peaches and marching their butts to the doctor.

Cheeky pictures

It all started with grabbing people's attention online with a couple of cheeky pictures.

At the time he thought of Cheeky Charity, Russo was traveling throughout the country and visiting national parks by himself or with friends.

"We were taking a lot of butt pics together. We were taking them just to send to friends. Especially in the gay community, it's very open and fun and friendly," he said. "So why not do it for a good cause?"

A graphic for Cheeky Charity's #MarchYourButt campaign.
A graphic for Cheeky Charity's #MarchYourButt campaign.

It's certainly not the most graphic picture one could take, send or post online, but it still might cause a bit of stir among some. But Russo would later coin the term, "Your butt pic could save a life."

He started an Instagram account for Cheeky Charity and encouraged people to post photos of their backside (usually with the Cheeky Charity heart-shaped peach logo over their behinds) for the #MarchYourButt challenge. In the social media posts, people provided information or personal testimony about colorectal screening and prevention in captions, with the purpose to get people to "march your butt to the doctor," he explained.

The campaign had more than 500 participants, including well-known drag queens Jackie Cox, Jasmine Rice LaBeija, Honey Davenport and Nicky Doll.

The trend has continued this March with the #CheekyChallenge.

Along the way, Russo decided to set up roots in Palm Springs. Not only did he know people living in the area, but he felt it was where he could make the biggest impact with Cheeky Charity. He could connect with older residents, as well as reach younger tourists, about keeping up with screenings.

Events coming up

Aside from peachy social media posts, Cheeky Charity is holding a number of community events to get people talking about colorectal cancer.

People strolling through downtown Palm Springs' VillageFest every Thursday can find a Cheek Charity booth set up with flyers and information about cancer symptoms. Russo is typically there encouraging people to get screened. Donations are accepted, which comes with a pin or print in return.

"I heard a lot of stories. Someone told me a story of someone in their late 20s who died from colorectal cancer. A lot of folks knew people in their 30s who either died of it or were going through it," Russo said of a recent VillageFest outing. "Somebody called the person on the spot in front of my booth and was like, 'I just want you to know there's this great organization that's doing this and they're putting the word out.'"

Cheeky Charity Founder David Russo speaks with passersby in downtown Palm Springs during a recent VillageFest.
Cheeky Charity Founder David Russo speaks with passersby in downtown Palm Springs during a recent VillageFest.

Cheeky Charity is also teaming up with local organizations. Eisenhower Health and the LGBT Community Center of the Desert held a virtual panel discussion March 22 about colorectal and anal cancer and human papilloma virus, which provided information on screenings and treatment options with a panel of experts from Eisenhower Health and VA Loma Linda Health Care.

For those who enjoy the great outdoors, there are a couple of hikes scheduled for the rest of the month, with both clothed and nude options.

Clothed hikes are scheduled for 10 a.m. to 1 p.m. March 26 at the South Lykken trailhead, located on South Palm Canyon Drive in Palm Springs. For those who prefer feeling nature's breeze on every part of their body, nude hikes take place between 8 and 11 a.m. every Tuesday and Thursday. Participants meet up between 7:45 and 8 a.m. at 72-700 Dinah Shore Drive in Palm Desert. If they're feeling extra cheeky, they can also take their #CheekyChallenge pictures.

A hiker poses on the South Lykken trail.
A hiker poses on the South Lykken trail.

Other events the group has planned include:

  • Bar crawl on Arenas Road: 7:30 to 10 p.m. Saturday, March 25. The event begins at I Heart Mac and Cheese, located at 190 S. Indian Canyon Drive in Palm Springs. Free tickets can be reserved at tinyurl.com/k3zmxjt7

  • Sassy Soiree fundraiser: 6 to 8:30 p.m. Friday, March 31. The evening will include a live body painting exhibit, drag shows and a butt-centric silent auction. Funds raised will go toward colorectal and anal cancer research, creating awareness and helping people who are at high-risk but without insurance to obtain free or subsidized screenings. Tickets cost $75 and can be purchased at tinyurl.com/2p99tbv2

Even though March is already halfway over, Russo still has plenty of plans with Cheeky Charity moving forward, including starting chapters in other cities in the United States.

"I think we could be useful everywhere," Russo said. "Everybody is going to be intrigued by a butt, and they'll be curious to hear more."

For more information on Cheeky Charity or how to volunteer, visit cheekycharity.org or contact info@cheekycharity.org.

Colorectal and anal cancer symptoms

Colorectal polyps and colorectal cancer don’t always cause symptoms, according to the Centers for Disease Control and Prevention, which is why it's important to get screened regularly. Common symptoms may include:

  • A change in bowel habits

  • Blood in or on your stool

  • Diarrhea, constipation or feeling that the bowel does not empty all the way

  • Abdominal pain, aches or cramps that don’t go away

  • Unexplained weight loss

Risk factors of colorectal cancer include inflammatory bowel disease, such as Crohn’s disease or ulcerative colitis, and a family history of cancer or polyps. Lifestyle factors, such as lack of regular physical activity, eating a diet low in fruits and vegetables and/or low-fiber and high-fat, being overweight and obese and alcohol and tobacco use, may contribute to an increased risk of colorectal cancer, according to the CDC.

The American Cancer Society recommends that people at average risk of colorectal cancer start regular screenings at age 45. Screenings can be done via a stool-based test or a visual exam, such as a colonoscopy. The risk of colorectal cancer increases as people get older, but about 11% of all colorectal diagnoses are in people under age 50.

Anal cancer is a disease in which cancer cells form in the tissues of the anus. Most anal cancers are related to human papillomavirus, the most common sexually transmitted infection in the United States. Signs of anal cancer to look out for include bleeding from the anus or rectum or a lump near the anus.

Ema Sasic covers entertainment and health in the Coachella Valley. Reach her at ema.sasic@desertsun.com or on Twitter @ema_sasic.

This article originally appeared on Palm Springs Desert Sun: Cheeky Charity wants people to know the signs of colorectal cancer