We recently had the privilege of watching
Pink Ribbons, Inc. a feature documentary which had its world premiere at the
Toronto International Film Festival 2011.
It is a clear-eyed look at the worldwide cause-marketing machine behind
corporate fundraising for breast cancer research. This must-see film
unveils “the pink myth" and encourages people to question their actions while calling for accountability.
Think Before You Pink
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?
Pink Ribbons, Inc., examines what many have called the “dream cause” of cause-related
marketing. This interview with the producer, Ravida
Din, offers insight
into film and her role and career at the National Film Board of Canada.
Brilliant and thought provoking. Check out the trailer below.
Tell us about the film Pink Ribbons, Inc.
Pink Ribbons, Inc.
is about the corporatization of breast cancer. It is about how our
society has normalized breast cancer – and – by normalizing it, we have
completely depoliticized it. The film raises moral and ethical questions
about subsidized philanthropy that is based on citizen goodwill and
volunteerism. We may ask “what’s wrong with raising money” but let’s
also ask why we need to raise money and how are we doing it... And, are
our governments abdicating responsibility? This “normalization” of the
disease has been made possible as more and more corporations have become
involved in attaching themselves to the breast cancer cause. They are
packaging the disease and attaching pink to it... Barbara Ehrenreich
refers to this as “relentless brightsiding” or as Samantha King so aptly
puts it – there’s a “tyranny of cheerfulness”.
Pink Ribbons, Inc. Is a
feminist response to our contemporary breast cancer culture. It asks us
to consider what kind of collective action will lead to meaningful
change and the end of this disease.
Why are you funding, promoting, or developing this feature documentary? Or what makes you “get behind” a particular film?
The
National Film Board of Canada (NFB) is a unique public producer. We produce
and distribute stories that reflect Canadians... to ourselves and to the
world. We have a great obligation to bring to life the stories that
matter to people and stories that create dialogue, participation and
social impact. John Grierson (founder of NFB) spoke of using art of the
documentary as a hammer to transform the world. This is at the heart of
what we do. I have a strong commitment to social documentary film and to
and in particular to bringing a feminist point of view to the screen.
What that means is that we dig deep into an issue and look at the
systemic nature of things and the underlying questions of how we build
and transform society that privileges equality, social justice and
peace. In the case of
Pink Ribbons, Inc. not only did I want to
deconstruct this breast cancer culture that we’ve created, I also wanted
to pay respect to the remarkable women who have worked on this issue
for many years and who have dedicated their lives to ending this
disease.
Tell
us about your creative process? What were the positive aspects or
negative obstacles that you encountered while producing and filming Pink Ribbons, Inc.?
I was first inspired by an article “Welcome to Cancerland” by Barbara Ehrenreich. It led me to other feminist writers...namely
Samantha King
and her book “Pink Ribbons, Inc – Breast Cancer and the Politics of
Philanthropy”.
I was fascinated by King’s book and in particular her
discussions about the rise of philanthropy and the corporatization of
women’s health. I optioned her book and it gave me a solid theoretical
framework from which to begin the research. I wouldn’t say that there
negative obstacles. It was simply a lot of hard work and staying on
course in terms of the focus of the film. It’s a huge subject and it was
at times easy to get side tracked. Of course, I had a fabulous team
and eventually worked with a very experienced and talented director –
Léa Pool.
 |
| Samantha King (Author), Léa Pool (Director), Ravida Din (Producer) |
Why is Pink Ribbons, Inc. an important film to see?
It’s
important because far too many women are dying from this disease. We
have all been complicit in creating a volunteer based “movement” largely
funded by corporations and various foundations and we’ve been raising
billions of dollars. Where is the progress? We need to completely
re-think our approach to breast cancer and to women’s health in general.
this film will start a conversation that move all these efforts to a
place that starts with critical thinking on the subject.
What steps do you want the audience to take next?
Tell
everyone they know to see the film. We want to make sure that we get
very large audiences for this film. This is how we can create a bigger
social debate around the issue. I think that activists and organizations
concerned with the issue will be able to use the film as a tool to
spark that debate. Audiences – especially those who are involved in
fundraising for this cause – may want to ask more questions next time
they hand over their hard earned dollars and their time to these
causes. We need to critically think about how we can become more
effective as a society in addressing this epidemic of cancer.
How did you get started in filmmaking / producing?
I
first worked in marketing and publicity at the NFB and fortunately had
an opportunity to work with Studio D (feminist production studio) at the
NFB. There was a very strong focus on using films for social change. I
then gained experience in several other areas such as theatrical and
non-theatrical distribution and then management. I had an opportunity to
train as an associate producer and that led to a strong interest in
producing. After working for about 5 years as the Assistant Director
General for English Program Production (also a fantastic opportunity in
that I was able to have a hand in all aspects of production, financial,
administrative, creative, business...etc.) I was appointed as Executive
Director for the Quebec Production Centre. A year ago, I was also asked
to head the Atlantic Production Centre. I now manage the two studios
working with three producers and directly produce a handful of films as
well. I love my job!
If there was the one project that you could see being made into a film what would that be? What else do you have in store for the future?
I
have two projects that I would love to pursue but am not going to
divulge..not yet. I am quite intuitive in the ways that I work and I
need to let ideas percolate for a while. I would love to continue to
bring stories (to the screen) that will radically transform our world to
a more equitable one.
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