Synopsis
 Breast cancer has become the poster child of cause-related marketing campaigns. Countless people walk, run and shop for the cure. Each year, millions of dollars are raised in the name of breast cancer, but where does this money go and what does it actually achieve?

 Program Note
 The first full-length documentary film Pink Ribbons Inc. by a world renowned Canadian director, Léa POOL presents a controversial issue regarding Breast Cancer Campaign. Breast Cancer Campaign aroused people’s attention to breast cancer as a women’s disease and began as a community movement to help and support the women suffering from breast cancer. However, as they received aid from huge businesses, the campaign turned into an area for businesses to compete for promotions. The focus of the campaign also changed from “how to prevent and heal breast cancer” to “how much money was raised,” and thus became far removed from its original aim to find the cause of and the cure for this women’s disease and to support women.
 Moreover, Léa POOL’s camera makes it clear that the campaign alienates those patients who live every day facing death, by uniformly discussing the stories about breast cancer as stories of women managing and overcoming the disease, and their self-esteem, survival, and affirmation. This documentary by Léa POOL sharply criticizes the pro-capitalization tendencies and the media representations of Breast Cancer Campaign in North America today, and demands that they readjust the direction of discussion regarding the women’s disease. (HONG So-in)