An ad campaign intended to raise awareness about breast cancer in the metro system of the Indian capital has sparked debates after likening breasts to oranges, resulting in the advertisement being taken down. The controversial campaign featured an AI-generated image of women on a bus, with one woman holding an orange accompanied by the text: “Check your oranges once a month.”
Critics on social media questioned the choice to use the term “orange” to refer to breasts, instead of employing direct and clear messaging to stress the importance of regular check-ups for breast cancer. One commenter shared a personal story about losing his mother to breast cancer and emphasized the need for open conversations without sexualizing the topic, as it could deter women from seeking help early.
Agents of Ishq, a project focusing on sex, love, and desire, highlighted the importance of using accurate language to remove the stigma associated with discussing sexual organs and health issues openly. Politician Mahua Mitra also questioned the campaign, emphasizing the need to address breasts directly and without euphemisms.
Non-profit organization YouWeCan Foundation, responsible for the campaign, defended their approach, stating that the use of oranges was a deliberate creative choice to break the silence surrounding breast cancer and encourage conversations about early detection. Despite the controversy, they emphasized that their primary goal was to drive meaningful discussions leading to life-saving actions.
Following the backlash, the Delhi Metro Rail Corporation (DMRC) promptly removed the advertisement and issued a statement acknowledging the inappropriate nature of the content. The DMRC emphasized its commitment to sensitivity and adherence to advertising guidelines in public spaces.
YouWeCan Foundation’s chief mentor and trustee Poonam Nanda stood by the use of oranges in the campaign, citing the sensitive nature of discussing breasts in India. Nanda compared the approach to campaigns in Argentina that used vegetables to symbolize breasts, aiming to raise awareness about self-examinations.
The discussion surrounding the breast cancer awareness campaign reflects a broader issue of societal taboos and discomfort around discussing women’s health openly. The need for clear communication and education on breast health remains crucial in combating the high rates of breast cancer deaths in India, as highlighted by recent statistics.
In summary, the breast cancer awareness campaign’s use of oranges to symbolize breasts has ignited conversations about the importance of clear and direct communication in health messaging. While the campaign aimed to break taboos and encourage early detection, the debate underscores the need for sensitivity and accuracy in addressing women’s health issues. The episode highlights the ongoing challenges in promoting awareness and preventive measures for breast cancer in India.