Breast cancer has become the poster child of corporate cause-related marketing campaigns. Countless women and men walk, bike, climb and shop for the cure. But despite the millions of dollars raised each year, breast cancer rates are rising and prevention is vastly under-funded. The recent spotlight on Susan G. Komen For the Cure lends even more urgency to the question: where does this money go and what does it actually achieve? Veteran documentarian Léa Pool’s doc traces the evolution of the breast cancer movement from something that encouraged meaningful civic participation to something that drives people to purchase products. Who really benefits, the cause or the company?
Location: Next Theatre, Noyes Cultural Center, Evanston