The ubiquitous pink ribbons of breast cancer philanthropy – and the hand-in-hand marketing of brands and products associated with that philanthropy — permeates our culture, providing assurance that we are engaged in a successful battle against this insidious disease. But the campaign obscures the reality and facts of breast cancer — more and more women are diagnosed with breast cancer every year, and face the same treatment options they did 40 years ago. Yet women are also the most influential market group, buying 80 percent of consumer products and making most major household purchasing decisions. So then who really benefits from the pink ribbon campaigns — the cause or the company? And what if the very companies and products that profit from their association have actually contributed to the problem.
In showing the real story of breast cancer and the lives of those who fight it, Pink Ribbons, Inc. reveals the co-opting of what marketing experts have labeled a “dream cause.”
This is the official description from the film’s website or IMDb page.
“In Pink Ribbons, Inc. the director Léa Pool takes aim at the breast cancer movement and the corporations that benefit from its ubiquitous rosy symbol of awareness and action.” – Jeannette Catsoulis, New York Times
“The new documentary Pink Ribbons, Inc. was in the works before the Planned Parenthood controversy [where the breast cancer charity, Susan G. Komen for the Cure, cut its grants for Planned Parenthood] and doesn’t address it, but it provides new evidence that Komen for the Cure — with their myriad corporate partnerships, focus on a cure instead of causes and prevention, and the upbeat, celebratory breast cancer culture they’ve created — may have ulterior motives or, at the very least, some unintended negative consequences.” – Jonathan Kim, Huffington Post
Watch the trailer here: