Beverly B. Media and Communications

Movie slams “pink-washing” in breast cancer campaigns


Opening comments: by Simone Baptiste 

October is Breast Cancer Awareness month, and pink has come to symbolize the fight against breast cancer.  Many companies use this month to publicize their softer side,  but are these companies just using the pink to make some green?

Movie slams “pink-washing” in breast cancer campaigns.

By Janet Guttsman

TORONTO | Sat Sep 17, 2011 8:37am EDT

TORONTO (Reuters) – Pink ribbons dumb down the grim realities of treating cancer, and hide the profit-focused core of many high-profile fund-raising events, according to a movie that premiered at the Toronto Film Festival this week.

“Pink Ribbons, Inc.” takes a detailed look at some of the colorful fundraising events in North America, where women, united in their fight against breast cancer and mostly dressed in pink, cheer their way along scenic routes.

The film questions the priorities of the campaigns and the broad use of the pink-ribbon logo as a fight-breast-cancer addition to products as diverse as T-shirts, toilet tissue and handguns.

“For me, pink ribbons were something very innocent,” said Lea Pool, director of the made-in-Canada documentary, which emphasizes the corporate sponsors of many of the events.

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