Jun 13 2012
New Documentary Exposes Corporate Agenda in Pink Ribbon Campaigns for Breast Cancer Research
Winemaker Casa Vinicola Zonin USA has just announced that it will donate a portion of its proceeds this Fall to the American Cancer Society to mark Breast Cancer awareness month. The company will donate one dollar for each bottle of Sparkling Rosé wine sold in September and October.
The American Cancer Society spends about $130 million each year on cancer research. And cancer foundations like it receive a significant portion of their donations from companies that sell pink colored or pink ribbon-ed products for breast cancer research. These days, pink ribbons seem to festoon an endless array of consumer goods, from water bottles to handguns. Each year, hundreds of thousands of women and men, run, or walk in races sponsored by corporations and large non-profits like the Susan G. Komen Foundation, to raise awareness of and money for breast cancer research. The events are festive and filled with upbeat messaging.
But is “pink ribbon” fundraising an effective strategy to end breast cancer? Some analysts accuse companies like Zonin wine of using breast cancer fundraising as a marketing tool to sell their products. Critics of this so-called “pink-washing” contend that only a small portion of the profits from pink products actually funds breast cancer research. In fact, very little new information has resulted from the well funded research. Moreover, research aimed at curing breast cancer far outweighs investigations of the disease’s causes and prevention.
A new documentary film, Pink Ribbons, Inc., investigates corporate pink-washing and breast cancer awareness campaigns. The film examines how funds raised for the cause are spent, and takes a critical look at today’s corporate-influenced breast cancer culture that emphasizes hope, survivors and the color pink – what author Samantha King calls the “Tyranny of Cheerfulness.” Director Léa Pool interviews experts including Barbara Ehrenreich, and Dr. Susan Love, as well as leaders of pink ribbon campaigns, like Nancy Goodman Brinker, CEO of Susan G. Komen for the Cure.
GUEST: Ravida Din, Executive Producer of Pink Ribbons, Inc
Pink Ribbons Inc. will be screening at the Long Beach Art Theater on July 1st, and also opening in San Diego at the Landmark Ken on June 22nd.
Click here to learn more about the film.
One Response to “New Documentary Exposes Corporate Agenda in Pink Ribbon Campaigns for Breast Cancer Research”
Tragic, but not surprising. This situation is brought to you by people like those that brought you the Gulf Oil Spill, the war on drugs, a failing economy, and on and on. The question shouldn’t be are you surprised. We need to be asking, what can we do to change this climate of corruption and entitlement. Thanks to the filmmakers for bringing this situation to light. Most egregious factoid in this piece, the NFL’s actions in supporting the pink ribbon campaign paradigm.