Barbara Brenner, highly persuasive breast cancer activist, argues her disease is “the poster child of cross-marketing.” Léa Pool’s gutsy documentary calls into question what exactly the pink ribbon culture does to bring about change. (With billions raised, why have breast cancer rates in North America risen to 1 in 8?) The film exposes seemingly good guy corporations that exploit cancer to increase sales and frequently spend more money on ads than they do donating to the cause. More importantly, it assigns faces to otherwise anonymous pink ribbons. A must see for those who have ever walked, jumped, rowed, or run for a cure. 2011.

4.0 stars

— Scott Marks

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