Backlash Over Delhi Metro's "Oranges" Ad for Breast Cancer
A breast cancer awareness advertisement by the YouWeCan Foundation, displayed in a women’s compartment on Delhi Metro’s Yellow Line, has sparked significant public outrage. The ad, intended to promote Breast Cancer Awareness Month, used the term “oranges” to refer to breasts, prompting criticism for its choice of language and imagery.
Campaign Concept and Public Reaction
The controversial poster featured AI-generated images of women holding oranges, alongside the tagline “Check your oranges every month” to encourage monthly breast self-examinations for early lump detection. However, many social media users have condemned the ad, calling it insensitive, trivializing, and inappropriate for addressing a serious health issue.
A viral post by user @/Erroristotle on social media platform X (formerly Twitter) criticized the ad, questioning, “How can a country promote breast cancer awareness if we’re not even using the correct terminology?” The post called for accountability from both the campaign creators and those responsible for approving it.
Concerns About Language and Imagery
Critics, including activist Jagmati Sangwan, highlighted that terms like “oranges” can carry inappropriate connotations and risk trivializing a significant health message. Breast cancer survivors, too, voiced their dismay; one survivor commented on X that the ad felt disrespectful to her daily efforts to raise awareness about breast cancer and combat-related stigmas.
Multiple users tagged Delhi Metro Rail Corporation (DMRC) on social media, demanding the removal of the ad and accountability from both the conceptualizer and those who approved the campaign.
Support for the "Oranges" Metaphor
Some individuals defended the campaign’s approach, arguing that such imagery is meant to capture public attention and create dialogue. They argued that in a society where women often face discomfort discussing breast health openly, unconventional methods may be needed to break social barriers. One commenter noted that even the criticism was helping bring breast cancer awareness to the forefront.
Foundation's Response: Using Metaphors to Drive Awareness
Some individuals defended the campaign’s approach, arguing that such imagery is meant to capture public attention and create dialogue. They argued that in a society where women often face discomfort discussing breast health openly, unconventional methods may be needed to break social barriers. One commenter noted that even the criticism was helping bring breast cancer awareness to the forefront.
DMRC's Response and Ad Removal
In response to the backlash, DMRC confirmed it had reached out to the advertising agency and taken steps to remove the ad. The corporation clarified that the ad was only displayed on a single train and was removed by Tuesday evening.
Source: Inputs from various media Sources
Priya Bairagi
I’m a pharmacist with a strong background in health sciences. I hold a BSc from Delhi University and a pharmacy degree from PDM University. I write articles and daily health news while interviewing doctors to bring you the latest insights. In my free time, you’ll find me at the gym or lost in a sci-fi novel.
