Toronto's Colorectal Cancer Screening Initiative's annual Bottoms Up! fund-raiser raises awareness about the importance of colon cancer screening. "We've always tried to take a very serious subject and give it some lightness and humour. Our tagline is 'Don't die of embarrassment, get screened for colon cancer,'" Deborah Cotton, the foundation's executive director, once told BizBash. "We have worked with fabulous ad agencies [over the years] to make it kind of cheeky." At the 2010 event, guests could purchase items like T-shirts and thong underwear bearing the words "Smart Ass." The food also tied in with the theme, with tushie-shaped sponge cake desserts from A La Carte Kitchen.