I resubscribed to Netflix Instant recently and this movie popped up on the radar.
I’m always suspicious of cause marketing and Pink Ribbons Inc. delves even further into co-opting of causes to further brands.
For example, Save Lids to Save Lives is a program that donates 10¢ towards breast cancer research for every pink Yoplait yogurt lid you send in. As one of the interviewees points out, if you ate a container of yogurt once a day for a year and sent in the lids you would donate $36.50. “Just write a check instead.”
Also, the story behind the origin of the breast cancer awareness ribbon (it wasn’t originally pink) is eye-opening.