It is a complex and really disturbing relatuionship between them all, and this movie pulls no punches in examining it. They had some sobering numbers: in the 1940s one in 22 women would have breast cancer in her lifetime, today it is one in eight.
The movie has a lot of very smart, accomplished and articulate women pointing out some disturbing things about the corporatization of a serious health issue, and wonders why so little money is spent on finding a cause and a cure, and so much on corporate involvement in treatment and promotion of the pink ribbons brand. There is a lot of money involved, and a lot of profit made.
Interesting stuff. In theaters now.
The film depicts an alarming disconnect between the overwhelming corporate and social success of the pink ribbon campaign and the fact that the filmmakers determined only 15 per cent of monies raised go to research prevention, and five per cent to research environmental causes of breast cancer.
In North America, over 59,000 women die a year of the disease; over half of the women who get breast cancer donít have the usual risk factors."You have to look at plain hypocrisy in a society where cosmetics companies are a huge player in cause-marketing and breast cancer but they are not being transparent about their ingredients," says producer Ravida Din.
What shocked her most, though, was the fact that October Breast Cancer Awareness month was started by a chemical company "which still controls all the publications around the month," she said in a phone interview.
(Imperial Chemical Industries ó now AstraZeneca ó producers of the breast cancer drug tamoxifen and pesticides, initiated the month with the American Cancer Foundation.)
and so on.
one of many links available