Yuvraj Singh’s cancer foundation, YouWeCan, is facing criticism for its latest breast cancer awareness advertisement displayed in a Delhi Metro coach. The ad, designed to promote monthly self-examinations for breast cancer, included the slogan ‘Check your oranges once a month’ alongside a picture of a woman holding two oranges. Although the goal was to raise awareness, the wording and visual presentation have sparked a contentious discussion on social media.
What Caused The Breast Cancer Awareness Controversy?
On October 24, 2024, the Delhi Metro Rail Corporation (DMRC) pulled an advertisement promoting breast cancer awareness after facing backlash on social media. The ad, created by the YouWeCan Foundation, encouraged women to ‘check their oranges.’
A prominent user on X, known as ‘Confusedicius,’ criticised the campaign by tagging Yuvraj Singh and asking whether ‘we can’t even call breasts what they are.’ She remarked, “How will a country raise breast cancer awareness if we can’t even name breasts directly? This is shameful and embarrassing.”
How will a country raise Breast Cancer Awareness is we can’t even call breasts what they are. Saw this at Delhi Metro and like what the hell? Check your oranges? Who makes these campaigns, who approves them? Are we governed by such dumb people that they let this poster become… pic.twitter.com/YAZ5WYSxXf
— Confusedicius (@Erroristotle) October 22, 2024
Many users speculated that the image was AI-generated, showing a woman on a bus holding two oranges while other female passengers looked on. The poster also includes a crate of oranges in the background.
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Breast Cancer Awareness Ad Faces Backlash
Many netizens expressed outrage, with some labelling the campaign as "tone-deaf." Others, such as Congress’s Pawan Khera and Trinamool MP Mahua Moitra, stressed that breasts should not be addressed with indirect euphemisms.
Trinamool Congress MP Mahua Moitra expressed her disapproval of the campaign on the platform. She addressed DMRC's account, stating, “That’s B-R-E-A-S-T-S, breasts. Say it out loud, please. Your mom has them, as do your wife, sister, and daughter. Technically, you have a pair too. They’re NOT oranges, in case you haven’t noticed.” Some users also pointed out that men can be diagnosed with breast cancer as well.
Hello @OfficialDMRC - that’s B-R-E-A-S-T-S , breasts. Say it aloud please. Your mom has them, your wife, your sister, your daughter. Technically you have a pair too. They’re NOT oranges in case you haven’t noticed. pic.twitter.com/XRBx0RdkGi
— Mahua Moitra (@MahuaMoitra) October 24, 2024
Breast Cancer Awareness Ad Withdrawn By Delhi Metro
Following widespread criticism, the Delhi Metro Rail Corporation (DMRC) announced the removal of the breast cancer awareness ad from Metro trains, citing it as ‘not in good taste.’ In a statement on Thursday, the DMRC addressed the issue, saying, "This pertains to a breast cancer awareness advertisement displayed inside a Delhi Metro train. DMRC authorities deemed the content inappropriate and promptly addressed the matter." The corporation noted that the ad was only displayed in one train and was taken down by 7:45 p.m. on Wednesday, October 23, 2024.
This is in reference to the photograph of an advertisement on Breast Cancer Awareness, which was installed inside a Delhi Metro train.
— Delhi Metro Rail Corporation (@OfficialDMRC) October 24, 2024
DMRC authorities found the content inappropriate and immediately took serious cognizance of the matter. The said ad was found to be displayed…
On the other hand, YouWeCan defended the ad on LinkedIn, describing it as a ‘bold creative choice’ aimed at sparking conversations on breast cancer awareness. “We deeply appreciate every perspective... Our use of oranges in the campaign was an intentional creative choice to break the silence around breast cancer,” the organisation stated. They emphasised that their intent was never to trivialise the issue but to encourage open dialogue about a topic that is often considered taboo.
While the ad received mixed reactions, it highlighted the challenge of raising awareness about sensitive health issues in a society that often avoids open conversations on them. Despite some finding the campaign distasteful, others acknowledged the complexities involved in tackling such topics and appreciated the intent behind the bold approach.
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Credits: Twitter
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