"Think Before You Pink"

20 October 2022

5 mins 05s

Rethinking pink.

It's not often that a piece of work prompts a complete rethink... but this compelling film by Irene Baqué really does. It's a truly remarkable piece of communication, and one with an important and challenging message. Each year, there are a number of breast cancer awareness campaigns which centre on the colour pink, and – for reasons which become clear when you watch Baqué's film – this is hugely problematic.

The explanation is presented by women who have been affected by the disease... and they command your attention. These are women who are exposing their scarred bodies to the camera's scrutiny because of the importance they attach to this issue. They want us to hear them, and understand that the peculiar tendency to glamorise breast cancer dehumanises them. They want us to recognise the brutality of contending with breast cancer, and the all-consuming nature of its impact.

The film takes some time to look into the history of the pink ribbon which is so closely associated with breast cancer, and the story of how it became attached to the disease is eye-opening and shame-provoking, because it was cynically co-opted, even though its originator declined to allow it to be used by the brands that approached her.

It's often said of films like this that are a 'tough watch', but honestly this isn't. It's immensely moving and it grips you from start to finish. It's a cliché to describe women who are prepared to expose themselves in this fashion as brave... but just because it's clichéd, doesn't mean it's inaccurate. Every participant in this film is exposing themselves in another way too... cosmetics giants Estee Lauder are presented in a poor light, and brands tend to jump on the phone to their lawyers when they are outed for poor behaviour.

Irene Baqué provides her subjects with the opportunity to present themselves on their own terms, and the film includes moments which are like a 'behind the scenes' film. This astute move adds to the intimacy and authenticity, and makes it all the more impactful. You'll never look at a pink ribbon in the same way again.

Spain

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