synopsis

The ubiquitous pink ribbons of breast cancer philanthropy and the marketing of brands and products associated with that philanthropy permeates our culture, providing assurance that we are engaged in a successful battle against the disease. But the campaign obscures the reality of breast cancer – more women are diagnosed with breast cancer every year, and face the same treatment options they did 40 years ago. And what if the very companies that profit from their association with the cause 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."