It has been reported that only a small proportion of funds raised during "A Crucial Catch", the league's month-long campaign to support breast cancer research through the sale of pink merchandise and memorabilia, will actually go to help breast cancer research. The NFL's campaign, which aims to increase awareness of the need for annual breast cancer screenings "especially for women who are 40 or older", runs throughout October and sees many players wearing items of pink equipment during games. All such apparel and a number of other items, including pink game balls, will later be auctioned in aid of the American Cancer Society's Community Health Advocates National Grants for Empowerment (CHANGE) programme. The league also gives fans the chance to donate $10 to the American Cancer Society, by sending a special "NFLPINK" text message. However, citing data obtained from the NFL, Darren Rovell of ESPN tweeted: "On pink gear, the NFL says it takes a 25% royalty from the wholesale price (1/2 retail), donates 90% of royalty to American Cancer Society."