Breast cancer has become the poster child of cause-related marketing campaigns - people walk, run and shop for the cure. Each year, millions of dollars are raised in the name of breast cancer, but where does this money go and what does it actually achieve? And what happens when a company engages in pinkwashing?
Pink Ribbons, Inc. is a feature documentary that shows how the devastating reality of breast cancer, which marketing experts have labeled a "dream cause," has been hijacked by a shiny, pink story of success.
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