Breast cancer has become the poster child of cause-related marketing campaigns. Countless people walk, run 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? Who really benefits from the Pink Ribbon campaigns—the cause or the company? And what if the very products that promise to help find a cure are actually contributing to the problem?
Directed by Léa Pool and produced by Ravida Din, Pink Ribbons, Inc. is a feature documentary from the National Film Board of Canada that shows how the devastating reality of breast cancer, which marketing experts have labelled a “dream cause,” has become obfuscated by a shiny, pink story of success.
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