It's hard to think of a symbol that for many captures the human values of caring and hope better than the pink ribbon for breast cancer awareness. But a new documentary takes a hard look at the pink ribbon and its sponsorship deals, saying they've lost sight of what really matters.

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Part Two of The Current

Pink Ribbons, Inc. - Ravida Din

It's an inspiring sight ... thousands of people dressed in pink, taking over the streets and walking together to "end" breast cancer. A pink tide of mostly women, many decked out in eccentric garb, a pink bra over a cotton shirt, funny hats and slogans. Some of these women have been diagnosed with breast cancer themselves. Others walk in support of a friend or relative... or to honour the memory of someone who's died of breast cancer. And there are many women to remember ... 59,000 North American women die of breast cancer every year.

During the month of October, Breast Cancer Awareness Month, pink ribbons are ubiquitous ... on yogurt containers, vacuum cleaners, even NFL football players.

The pink ribbon has become a powerful tool to raise awareness of breast cancer, but a film to be released next week questions the effectiveness of pink ribbon campaigns at stopping the spread of the disease and their relationship with corporate sponsors.

The film is called Pink Ribbons, Inc., and it opens in theatres across Canada next Friday.

Ravida Din is executive producer of this National Film Board documentary, and she joined me from Toronto this morning.

Pink Ribbons, Inc. - Sandra Palmaro

The pink ribbon is prominently displayed in the logo of the Canadian Breast Cancer Foundation. Its main fundraising event is the Run for the Cure, which is held in 60 locations across Canada

According to the Foundation, about 170-thousand participants took part in the 2011 run, raising 30 million dollars. Sandra Palmaro is the CEO of the Ontario region of Canadian Breast Cancer Foundation. She joined us in Toronto.

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Related Links:

• The pink-ribbon backlash - Globe and Mail