It is proving impossible to write a review of the film Pink Ribbons, Inc. without setting it against the backdrop of the Chippewa district’s Mardi Gras promotion this year. To raise money for Hospice, bars sold beads—pink beads. And the person who collected the most pink beads by the end of the night won a free breast augmentation surgery. It made me think about a meeting I had recently with a student who was proudly wearing his pink “I heart boobies” rubber bracelet—not because he is worried about cancer, but because it’s a bit of a charge for a 16-year-old boy to get to say “boobies” in front of his teacher. What is going on here? What, exactly, does pink stand for? Who is selling breast cancer, and why?