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A breast cancer awareness advertisement launched by cricketer Yuvraj Singh's non-profit organization YouWeCan has sparked widespread criticism and outrage online. The advertisement, displayed in a Delhi Metro coach, featured a young woman holding two oranges while surrounded by other women, with the slogan "Check your oranges once a month." The use of "oranges" as a euphemism for breasts in the ad has been widely condemned as insensitive, offensive, and tone-deaf, with many questioning the campaign's effectiveness in promoting breast cancer awareness.
Social media users, including a breast cancer survivor, expressed their disappointment and disgust at the advertisement, criticizing the organization for its insensitive approach. Some argued that the use of such euphemisms could trivialize a serious health issue and make women feel awkward or uncomfortable. The campaign, according to critics, risked undermining the importance of open and honest conversations about breast cancer, further perpetuating taboos surrounding the topic.
Following the public backlash, the Delhi Metro Rail Corporation (DMRC) swiftly removed the advertisement, stating that it found the content inappropriate and took immediate action. YouWeCan, however, defended the ad, calling it a "bold creative choice" aimed at breaking the silence surrounding breast cancer. The organization maintained that the use of oranges was carefully considered and intended to spark conversations about early detection. Despite this defense, the controversy highlights the importance of careful consideration and sensitivity when crafting public awareness campaigns, particularly those addressing sensitive health issues.
Source: Yuvraj Singh's NGO refers to breasts as 'oranges' in cancer awareness ad, slammed