Every year, hundreds of thousands of people walk, run and shop for “the cure.” Millions of dollars are raised in the name of breast cancer, but where does all the money go, and what is actually achieved? Award-winning Quebec filmmaker Léa Pool directs Pink Ribbons, Inc.

which examines what many have called the ‘dream case’ of cause-related marketing. Inspired by Dr. Samantha King's book “Pink Ribbons Inc.: Breast Cancer and the Politics of Philanthropy,” the film juxtaposes footage from some of the biggest fundraising walks and runs in North America with uncompromising interviews.