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
labeled a "dream cause," becomes obfuscated by a shiny, pink story of
success.
Director: Léa Pool
Writers: Patricia Kearns, Léa Pool, and 1 more credit
The ubiquitous pink ribbons of breast cancer philanthropy and the
hand-in-hand marketing of brands and products associated with it
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?
