Pink Ribbons, Inc.

The documentary takes up how breast cancer campaigns turned into a field of marketing. Every year millions of people walk, cycle, climb and shop under that name. The money raised runs into millions of dollars. The question the film asks is this: where does that money go, and what does it actually change. The documentary reports that marketing people have labelled the field an ideal cause. Its case is that the hard reality of the illness gets lost under a pink account full of success; that assessment is the documentary’s own. Samantha King, Barbara Ehrenreich and Nancy Brinker are among those who speak. The distance between corporate giving and the illness itself is the real subject. Léa Pool’s ninety seven minute film, a joint American and Canadian production, was completed in 2011.