Pink Ribbons Inc.
Breast cancer has become the poster child of corporate cause-related marketing campaigns. Countless women and men walk, bike, climb and shop for the cure. Each year, millions of dollars are raised in the name of breast cancer, but where does this money go and what does it actually achieve? Pink Ribbons, Inc. is a feature documentary that shows how the devastating reality of breast cancer, which marketing experts have labelled a "dream cause," becomes obfuscated by a shiny, pink story of success.
The film is based on the 2006 book Pink Ribbons, Inc: Breast Cancer and the Politics of Philanthropy by Samantha King, associate professor of kinesiology and health studies at Queen's University.
Studio: First Run Features
National Film Board of Canada (NFB) 2011.
