Breast cancer has become the poster child of cause-related marketing campaigns. Each year, thousands of people around the word walk, run, shop and host cancer awareness campaigns in hope to raise money for the cure, but where does this money actually go? Pink Ribbons Inc. uncovers how some big companies use pink ribbon marketing to increase sales while contributing only a small fraction of proceeds to the cause, or use “pinkwashing” to improve their public image while manufacturing products that may cause cancer.
For the millions of dollars that are raised for breast cancer research by the campaign, the documentary argues that not enough money goes to prevention or exploring possible environmental factors. It is a fascinating look at the devastating reality of breast cancer, which marketing experts have labelled a “dream cause,” and how it has been hijacked by a shiny, pink story of success.