I work in behavioral cancer research, so I was particularly demoralized by this film. Based on Dr. Samantha King's dissertation, Pool has crafted an incisive critique of "breast cancer culture," "the tyranny of optimism," the emphasis on "slash, burn, poison" tactics, and "cause marketing." Until we the public demand accountability from sponsors and $$$ recipients, these campaigns will remain ineffectual.
TIFF '11 Surprising left field turn for director Lea Pool into the world of documentaries. NFB produced film unafraid to take punches at the "cause marketing' phenonmana of breast cancer. An examination both of the needed awareness issues and of the profiteering on cancer by corporate companies not to mention those companies who hyprocritically donate to the cause yet make cancer causing products. Hit harder.