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　　Lea Pool’s devastating documentary about the industry and “culture” around breast cancer, addresses the rise of corporate involvement in fund-raising for charities (as one activist describes it “cause marketing”) and the impact it has had on research into the disease. Powerful and incendiary, the film is an important and timely piece from one of our finest filmmakers.

cause marking at its best. though i am very cynical towards this. it makes thinking about what's real cause marketing: WWF? world hour? breast cancer? anti-tobacco? or even more ridiculous, world peace day? i just don't buy it. if we can't fix the system and truly influence them.