Hitting Cancer Below the Belt

5th Annual Blue Gene Bash

Hitting Cancer Below the Belt (HCB2) will hold its 5th Annual Blue Gene Bash for colorectal cancer prevention on November 11, 2021. The event is back at Steam Bell Beer Works starting at 6:00 p.m.

We encourage guests to dazzle up that denim and get the bling on to help shine light on efforts to prevent colorectal cancer - our nation’s second deadliest cancer. The evening includes live music, travel opportunities, and prizes including cash! The Blue Gene Bash is HCB2’s signature end of the year “party with a purpose” where we celebrate and share HCB2’s work throughout the state of Virginia. Tickets available NOW! https://runsignup.com/TicketEvent/BlueGeneBash

Your support and attendance helps to advance our mission of providing cancer education, screening, and patient/caregiver support in order to create environments where cancer is challenged to survive.

The evening will feature:

musical entertainment by the Patrick Oliver Band,
a delicious dinner provided by Deep Run Roadhouse,
a selection of cold beverages from Steam Bell Beer Works,
an array of bucket list VACATIONS on the online auction, and
all the excitement of the final bidding countdown and prize winner announcements.

Join HCB2 and leave with prizes, trips, and/or cash from the Blue Gene Bash!

Hitting Cancer Below the Belt (HCB2) is the only grass-roots nonprofit in Virginia, serving Virginia, south of the District of Columbia.

Contact info@HCB2.org for more information about our work or questions about the Blue Gene Bash.

Executive Director: Melinda Conklin, MS, MEd Program Manager: Renee Malone, MPH

Breaking the Silence Surrounding Colorectal Cancer

Last month, the world was shocked to learn of the tragic passing of Black Panther star Chadwick Boseman, who passed away at the young age of 43. While the hearts of many are broken over this loss, the colon cancer community holds onto hope that Boseman’s death will bring more awareness and, ultimately, save lives from the second highest cancer killer in the US.

Hitting Cancer Below the Belt's, also known as HCB2, goal is to increase conversations about colorectal cancer through their “Eat Clean, Get Screened” initiative. HCB2 is dedicated to educating the public on how critical gut health is to preventing not only colon cancer, but other diseases as well. On the “Get Screened” side, they fund colorectal cancer screening programs for five free clinics around Richmond and three community health centers north of Richmond offering cancer prevention services. They aim to inform the community through educational programs.

When asked about the tragic passing of Chadwick Boseman, Hitting Cancer Below the Belt Executive Director Mindy Conkin responded, “I hate to use a tragic loss to wake people up, but we need to.” After fighting for 16 months, Conkin’s husband, Rich, also passed away from this deadly disease at the age of 43. This sparked the formation of Hitting Cancer Below the Belt, Inc.

What makes colorectal cancer so destructive? Conklin believes silence surrounding the disease allows for it. She explains three areas of silence.

Silent symptoms - Sometimes, the symptoms of colorectal cancer can be silent. Many people are diagnosed after only having “common” symptoms, like bloating, or without experiencing any symptoms at all. “I didn’t know [my husband] had symptoms. I don’t think he knew he had symptoms,” Mindy said. “Yet there he was, diagnosed at the age of 41 at stage 4 with nine tumors on his liver and two on his lung. He never drank and he never smoked… He had no family history.”
Patient silence - Patients are often hesitant to talk about symptoms they might be experiencing, or disregard them altogether. Frankly, many people do not talk about the disease because of the area of the body where it occurs. The lack of conversation translates into missed opportunities for screening and misinformation.
Doctor silence - Research shows that doctors aren’t recommending screening nearly as much as they should or educating patients about the disease at all. Many patients are fearful or anxious to get a colonoscopy and, because their doctors aren’t giving them information, they don’t know their options.

Learn More

Learn about HCB2’s services and resources on their website, HCB2.org. To get involved in the near future, HCB2 invites you to join them on Zoom for the fourth annual “Blue Gene Bash” on Thursday, November 5th, 2020 from 6:00-7:30pm. This year’s bash will include a talent contest, auction, entertainment, and cash prizes.

HCB2 is a non-profit organization and relies solely on donations to operate. To donate directly to HCB2, please click here.

A group of people standing around a table holding signs that say get screened

A group of women wearing green shirts are hugging each other

A poster for hitting cancer below the belt 's 4th annual

A man and a woman are standing in front of an inflatable model of a large intestine.

Women in Blue tutus for hitting cancer below the belt

< Older Post

Newer Post >

ADA Website Accessibility: What Businesses Need to Know in 2026

August 14, 2026

Website accessibility has been a conversation for years, but recent changes to federal accessibility requirements are putting an even bigger spotlight on how websites work for people with disabilities. And if your website hasn’t been reviewed for accessibility recently, now is a good time to take another look. At River City Advertising, we have the tools to add accessibility-focused features that are easier for everyone to use. What Changed With ADA Website Accessibility? In 2024, the U.S. Department of Justice issued a new rule under Title II of the Americans with Disabilities Act establishing a specific technical accessibility standard for websites and mobile apps provided by state and local governments. That standard is WCAG 2.1 Level AA —a widely recognized set of Web Content Accessibility Guidelines designed to make digital content more accessible to people with visual, auditory, physical, cognitive and other disabilities. In 2026, the DOJ extended the deadlines for these public entities: April 26, 2027: State and local government entities with populations of 50,000 or more April 26, 2028: Smaller public entities and special district governments While these particular deadlines apply to state and local governments, the changes reinforce something that affects organizations of all kinds: website accessibility is becoming increasingly important. Businesses should also remember that accessibility obligations can vary depending on the type of organization, services provided and applicable federal, state and local laws. What Does an Accessible Website Actually Mean? Accessibility isn't simply adding a button to your website. An accessible website is designed so people with disabilities can navigate, understand and interact with its content—including visitors who use screen readers, keyboard navigation or other assistive technologies. Some of the elements that can affect accessibility include: Alternative text for meaningful images Appropriate color contrast between text and backgrounds Clear heading structures Keyboard-friendly navigation Properly labeled buttons, links and form fields Readable text and logical page layouts Accessible forms Captions or alternatives for multimedia content Correct website language settings Content that works effectively with screen readers Many of these features also happen to make a website easier to use for everyone , not only visitors with disabilities. How Our Platform Helps Us Build More Accessible Websites At River City Advertising accessibility isn't treated as an afterthought. Our platform includes built-in functionality that can help developers create more accessible websites, including support for alternative text, keyboard navigation and automatic website language definition. Our platform also integrates with accessibility solutions such as UserWay and AudioEye for businesses and organizations that want additional accessibility tools, monitoring and remediation capabilities. However, there is an important distinction: No website platform, plugin or accessibility widget can automatically guarantee that a website is 100% ADA compliant. Accessibility depends on the platform and how the website is designed, written, maintained and updated. For example, adding an accessibility tool doesn't fix a poorly structured page, unclear link text, an inaccessible third-party application or every issue created when new content is added. That is why accessibility should be viewed as an ongoing website-management practice rather than a one-time checkbox. Why Businesses Should Pay Attention Now Even if the newest Title II deadlines don't apply directly to your business, there are several reasons to make website accessibility a priority. Reach more people. An accessible website makes it easier for more potential customers to interact with your business online. Create a better user experience. Clear navigation, readable content, properly labeled forms and thoughtful page structure benefit everyone. Support your SEO efforts. Several accessibility best practices—such as descriptive image text, organized headings and well-structured content—can also help search engines better understand your website. Reduce unnecessary risk. Digital accessibility continues to be an important legal and regulatory issue. Proactively improving accessibility is much better than waiting until someone identifies a problem. Prepare your website for the future. Accessibility standards and expectations continue to evolve. Building accessibility into your website now makes it easier to adapt as requirements change. Accessibility Isn't "Set It and Forget It" This may be the most important takeaway. Your website can become less accessible over time as new pages, images, videos, forms, integrations and other content are added. That's why website accessibility should be part of ongoing website management. At River City Advertising, we can help businesses evaluate their current websites, identify accessibility concerns and determine what tools or updates may make sense. Is It Time for an Accessibility Check? If you're unsure how your current website measures up, we can help you take a closer look. Contact River City Advertising to talk about your website, accessibility options and how we can help make your online presence easier for more people to use. This article is provided for general informational purposes and is not legal advice. ADA and digital accessibility requirements can vary depending on your organization and jurisdiction. Businesses with questions about their specific legal obligations should consult qualified legal counsel.