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Pink Ribbons, Inc. (2011)

7.2
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Ratings: 7.2/10 from 498 users   Metascore: 66/100
Reviews: 10 user | 21 critic | 11 from Metacritic.com

Breast cancer has become the poster child of corporate cause-related marketing campaigns. Countless women and men walk, bike, climb and shop for the cure. Each year, millions of dollars are... See full summary »

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Title: Pink Ribbons, Inc. (2011)

Pink Ribbons, Inc. (2011) on IMDb 7.2/10

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Storyline

Breast cancer has become the poster child of corporate cause-related marketing campaigns. Countless women and men walk, bike, climb 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? Pink Ribbons, Inc. is a feature documentary that shows how the devastating reality of breast cancer, which marketing experts have labeled a "dream cause," becomes obfuscated by a shiny, pink story of success. Written by The National Film Board of Canada

Plot Summary | Add Synopsis

Taglines:

Capitalizing on hope.

Genres:

Documentary

Certificate:

Not Rated | See all certifications »
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Release Date:

21 April 2012 (USA)  »

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Box Office

Budget:

CAD 1,200,000 (estimated)

Opening Weekend:

$2,721 (USA) (1 June 2012)

Gross:

$24,784 (USA) (3 August 2012)
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Connections

Featured in Gruen Planet: Breast Cancer Month (2011) See more »

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User Reviews

 
Very important points raised, but credibility diminished by leaning on conspiracy
29 March 2014 | by (Netherlands) – See all my reviews

Pink Ribbons, Inc. brings up compelling and unsettling issues about the commercialization of the "fight against breast cancer".

It presents a thorough history of how the pink ribbons became big business, while transforming female breast cancer into a hurdle that can or could always be fought, overcome and ultimately defeated if only the women facing it have the right attitude.

In this context, the documentary brings compelling testimony of women who were left behind the pink ribbon movement, the unwanted faces on runs and events: those who, despite doing all the 'right things' (exercise, auto-exams, early treatment) still got late stage non- treatable cancer for whom "living to see my grandchildren" is not an option and for whom death looms as a matter for, at best, couple years. These women, without resorting to self-pity, clearly explain through their ordeals how they feel alienated and left behind by the whole pink ribbon movement, as if they had the "wrong" type of cancer to be accepted by support groups or advocated for by associations and their events.

Nonetheless, the directors took an easy and unfortunate option that tarnishes the whole message of the documentary. They clang on one of the many scientifically plausible causes of cancer - environmental factors - and tried to construct a narrative where there is this whole conspiracy that thrives on cancer-awareness while preventing its cure, which would be easily achievable if only they investigated environmental factors that cause cancer. Mainstream science already knows, with quite some confidence, that cancer can have multiple factors determining its onset, and even people living very healthy lifestyles might still be affected by it. Environmental factors are one of many causes of cancer, but not the only one, and certainly not the only worth researching about. At this point, my score to this documentary went down from an 8.5, give or take, to 6.


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The reality of the Pink Ribbon campaign cindybd748
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