Pink Ribbons, Inc.

Breast cancer is the most common form of cancer in women. As one of the scientists interviewed puts it, "The most important risk factor in getting breast cancer is being a woman." Women diagnosed with breast cancer in Western countries inevitably come into contact with Pink Ribbon: a movement that seems at first glance to be a sympathetic source of resistance, hope and action. In cooperation with companies, dedicated fanatics organize marathons and other sponsored activities to collect funds for research into a cure. But in spite of all the billions this brings in, the cure remains elusive. This critical, investigative documentary gives a platform to a range of scientists and opinion makers to talk about the origins and the mechanisms behind Pink Ribbon. Patients and feminists also cast a light on this pink power movement, which turns out to have powerful marketing potential. Breast cancer, it seems, is a "dream cause" with a huge, homogeneous group of potential customers: all women. Research has shown that in 80% of homes in North America, women determine how the money gets spent - a fact that paints a somewhat less than rosy picture of this combative movement.