Pink Ribbons, Inc.: The Movie

“If people actually knew what was happening, they would be really pissed off.”
-Barbara Brenner, former BCAction Executive Director in the new documentary Pink Ribbons, Inc.

Billions of dollars have been raised through the tireless efforts of women and men devoted to putting an end to breast cancer. Yet, breast cancer rates in North America have risen to 1 in 8. “What’s going on?” asks our former Executive Director Barbara Brenner in Pink Ribbons, Inc. a new film now playing across Canada and debuting in the U.S. this year.

The Toronto International Film Festival says: “Léa Pool’s devastating documentary about the industry and “culture” around breast cancer, addresses the rise of corporate involvement in fund-raising for charities … and the impact it has had on research into the disease. Powerful and incendiary, the film is an important and timely piece from one of our finest filmmakers.”

Thank you, Léa Pool, from the bottom of our pink ribbon-fatigued hearts, for making this movie. We need powerful. We need incendiary.

This film has been a long time coming. Based on Samantha King’s brilliant book of the same name, Pink Ribbons, Inc. pulls back the pink curtain on why we aren’t making progress in ending this epidemic. It’s a curtain we’ve been tugging on for over a decade through our Think Before You Pink® campaign, where we encourage people to ask critical questions about breast cancer fundraising. We are thrilled to see this message go mainstream.


Pink Ribbons, Inc. also shines a much-needed spotlight on pinkwashing, a coin we termed to describe when a company or organization claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, manufactures and/or sells products that are linked to the disease.

Breast cancer has become big business—corporations look good by associating themselves with breast cancer, but how much does their involvement benefit women? As one woman living with metastatic breast cancer says in the film, “Our disease is being used for people to profit. And that’s not OK.”

This movie is a potential game-changer, showing just how much the shiny pink status quo has cost us—and how little we’ve gained from it. As an advocate says in the film, “For people to finally rise up and object, they have to be aware of the lies they’re being fed.”

Also, get your free copy of our brand new Think Before You Pink Toolkit, which is a perfect companion to the film and, says, Samantha King, “gives both seasoned agitators and newcomers to breast cancer activism vital resources to change the conversation about breast cancer. Download it today and start changing the world, one pinkwasher at a time.”

When it comes to breast cancer, profits far too often are priority number one. This toolkit helps advocates like you challenge the status quo and make sure women at risk of and living with breast cancer come first.

Check out our events page for upcoming community screenings near you.

This entry was posted in BCA News.