National Film Board of Canada
Breast cancer has become the poster child of cause-related marketing. We’re reminded of this every October as pink products flood the marketplace for Breast Cancer Awareness Month. Everything from toilet paper to bridal gowns: a veritable deluge of merchandise reminding us to “think pink” or rather “buy pink.”
Based on Samantha King’s book Pink Ribbons Inc.: Breast Cancer and the Politics of Philanthropy, celebrated director Léa Pool’s feature documentary traces the evolution of the breast cancer movement from something that encouraged meaningful civic participation to something that drives people to purchase products. Who really benefits, the cause or the company?