the organization you're donating to, and how will that money be used in and they just looked at me blankly, they didn't know the information. how much money was going to be given, what percentage. this was just a script that they were reciting because they felt that if they aligned themselves with pink and breast cancer awareness month, that was automatically kind of something sacred and nobody was going to challenge them. >> how do you tell the difference between marketing and companies that are doing this to simply capitalize on this, that it's such an invisible campaign? >> first of all, and. ask the store, reading the fine print of products is very important. so if it just says something vague like goes to the fight against breast cancer or goes to research, it's so ambiguous that you can't actually follow the money. and it's very port to follow the money. and then it's important to follow the messages as well. what are the messages being sent? what organizations are they going to? do those organizations have financial reports that you can find? can you follow up and see if they're doi