Delhi Metro’s 'Oranges' Ad Sparks Outrage: The Controversy Over Breast Cancer Awareness

A recent advertisement in the Delhi Metro aimed at raising breast cancer awareness has ignited significant controversy due to its use of the term "oranges" to refer to breasts.

The campaign, created by the YouWeCan Foundation, was intended to promote self-examination during Breast Cancer Awareness Month. However, the choice of language has drawn widespread criticism, leading to calls for its removal.

Controversial Imagery and Language

Displayed in a women's coach on the Yellow Line, the advertisement featured AI-generated images of women holding oranges with the tagline, "Check your oranges every month." While the intent was to encourage self-examination for early detection of breast cancer, many social media users deemed the metaphor inappropriate and insensitive. Critics argue that comparing body parts to fruit trivializes the serious nature of breast cancer and disrespects those affected by the disease.

The ad quickly went viral on social media, with thousands expressing their disapproval. One user captured the ad and voiced frustration, questioning, "How will a country raise breast cancer awareness if we can't even call breasts what they are? Who approves these campaigns?" Another critic, Jagmati Sangwan, pointed out the negative implications of using "oranges" in relation to eve-teasing, emphasizing that replacing the word "breasts" sends a misleading message.

Voices from the Community

The backlash was echoed by numerous breast cancer survivors who called for the ad's immediate removal. One survivor tweeted, "As a breast cancer survivor, I find this beyond ridiculous. I work hard every day to raise awareness and address taboos." Others tagged the Delhi Metro Rail Corporation (DMRC) on social media, questioning how such an advertisement could gain approval. Some users even demanded the withdrawal of the ad and the dismissal of those responsible for its creation, suggesting it was poorly crafted, possibly by an unpaid intern.

Defence and Support for the Ad

Despite the overwhelming criticism, a small number of individuals defended the advertisement, arguing that its shock value could effectively draw attention to a subject that is often avoided in discussions about women's health. One supporter remarked, "Even your criticism of the ads is bringing focus to breast cancer and early detection."

Poonam Nanda, chief mentor and trustee of the YouWeCan Foundation, and a double breast cancer survivor, responded to the backlash by emphasizing the campaign's intent. She stated, "At YouWeCan, we've educated over 300,000 women and screened 150,000 across the country. If using oranges gets people talking about breast health and saves even one life, then it's worth it." Nanda also pointed out the success of similar campaigns, such as "Know Your Lemons," which have effectively used creative imagery to discuss breast cancer symptoms and promote early detection.

Response from Delhi Metro Rail Corporation

In light of the public outcry, the Delhi Metro Rail Corporation has announced that it is in communication with the advertiser and will take action to remove the ad from its premises. DMRC clarified that the contentious advertisement was only displayed in one train and was taken down on Tuesday evening.