Dr. Susan Love Pink Ribbons, Inc. reveals the co-opting of 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 that profit from their association, actually contribute to the problem?
[UPC: 720229915113 – Run Time 80 Minutes – Release Date 2008]
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