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Cricketer Yuvraj Singh's non-profit organisation, YouWeCan, has come under fire for a breast cancer awareness advertisement that used the term "oranges" to refer to breasts. The ad, displayed inside a Delhi Metro coach, drew sharp criticism after a passenger shared a photo on the X (formerly Twitter) account Confusedicius. The advertisement, aimed at promoting monthly breast self-exams, featured the slogan, "Check your oranges once a month."
The AI-generated image in the ad showed a young woman holding two oranges while riding a bus, surrounded by elderly women, one of whom was holding a crate of oranges. The campaign's metaphor of using oranges to represent breasts was met with strong disapproval online. Many social media users called the ad "shameful," "appalling," and "embarrassing," questioning the creative choices behind the campaign.
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Confusedicius, who posted the viral image, condemned the ad in a post, writing: “How will a country raise breast cancer awareness if we can’t even call breasts what they are? Check your oranges? Who makes these campaigns, who approves them? Are we governed by such dumb people that they let this poster become public? Shameful and embarrassing.”
Have Breasts Become the 'New Oranges'? The Cancer Awareness Poster by Yuvraj Singh Foundation Advocates This.
Women are reminded by Delhi Metro posters to "check their oranges once a month" to help identify breast cancer at an early stage.#Yuvrajsingh#AwarenessCampaignpic.twitter.com/bGqYbCzJk7
— Faizan (@_faiizaaaan)
Have Breasts Become the 'New Oranges'? The Cancer Awareness Poster by Yuvraj Singh Foundation Advocates This.
Women are reminded by Delhi Metro posters to "check their oranges once a month" to help identify breast cancer at an early stage.#Yuvrajsingh#AwarenessCampaignpic.twitter.com/bGqYbCzJk7— Faizan (@_faiizaaaan) October 24, 2024
">October 24, 2024
The controversy has sparked a broader discussion about the sensitivity and effectiveness of public health campaigns, with many arguing that a more direct approach is necessary for such a critical issue.
