Pink ribbons...they're everywhere: tee-shirts, hats, yogurt cups, KFC buckets, car ads, NFL stadiums...the list goes on and on. They make us feel good, as if we're all engaged in a successful battle against breast cancer. But who is really benefitting? After all, more and more women are diagnosed with breast cancer every year. Maybe it's the companies who wrap their products in pink to gain our admiration (and money)... and wouldn't it be something if some of the very companies that profit from their pink marketing campaigns have actually contributed to the breast cancer epidemic by selling known carcinogens? Pink Ribbons, Inc. goes inside the story to reveal those who have co-opted what marketing experts have labeled a "dream cause."
The ubiquitous pink ribbons of breast cancer philanthropy - and the hand-in-hand marketing of brands and products associated with that philanthropy - 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? And what if the very companies and products that profit from their association have actually contributed to the problem?
In showing the real story of breast cancer and the lives of those who fight it, Pink Ribbons, Inc. reveals the co-opting of what marketing experts have labeled a "dream cause."