Yuvraj Singh’s non-profit, YouWeCan Foundation, has found itself in hot water after its breast cancer awareness campaign was criticized for using the word “oranges” to refer to breasts. The campaign’s slogan, “Check your oranges once a month,” aimed to encourage regular self-examinations for early detection of breast cancer, but it sparked outrage due to its choice of words and imagery.
One of the promotional posters showed a young woman holding two oranges while older women sat nearby, including one with a crate of oranges, in a Delhi Metro ad. A social media user took issue with the ad, accusing the organization and Delhi Metro of promoting an insensitive and poorly executed campaign. The user, with the account name Confusedicius, expressed frustration over the euphemism used, questioning why the campaign couldn’t simply use the correct term “breasts.” They called the ad “tone-deaf” and demanded its removal from the metro.
Others echoed similar sentiments, criticizing the campaign’s failure to use accurate medical language for such an important health issue. Dr. Pragathi Gurram, a cardiologist, commented on Instagram, stating that it’s difficult to raise genuine awareness about breast cancer if people can’t even call breasts what they are. She expressed concern over the message being sent and questioned how such campaigns were approved.
The backlash highlights the tension between using creative, eye-catching campaigns for sensitive topics and maintaining respect for the subject matter. While the intent behind the campaign was to spread awareness, critics argue that trivializing the message with euphemisms like “oranges” undermines its seriousness, and may ultimately hinder efforts to promote real understanding of breast cancer prevention.
