The Delhi Metro Rail Corporation (DMRC) recently found itself amid controversy after an ad campaign promoting breast cancer awareness faced severe backlash. The ad, which was displayed in a Delhi Metro train, encouraged women to “check their oranges,” a metaphor that quickly drew criticism on social media for trivializing breast cancer awareness by reducing women’s body parts to fruits.
The Ad Campaign and Its Intent
The campaign was developed by the YouWeCan Foundation, an organization committed to spreading awareness about cancer and founded by former cricketer Yuvraj Singh. The ad aimed to remind women of the importance of regular breast cancer screenings, a crucial step in early detection. However, the campaign’s metaphor of using oranges to represent breasts was criticized for being insensitive and inappropriate.
Public Backlash: Trivializing a Serious Issue
Social media reactions were swift, with many users highlighting how the ad downplayed the seriousness of breast cancer. Trinamool Congress MP Mahua Moitra took to X (formerly Twitter) to voice her displeasure. Tagging DMRC, she wrote, “That’s B-R-E-A-S-T-S, breasts. Say it aloud, please. Your mom has them, your wife, your sister, your daughter. Technically you have a pair too. They’re NOT oranges in case you haven’t noticed.” Moitra’s post struck a chord with many who felt that a serious health issue was trivialized.
Other users pointed out that breast cancer awareness should be inclusive, as men can also be diagnosed with breast cancer. The criticism centered around the ad’s use of a metaphor that some found misleading, suggesting it lacked the clarity needed to convey a critical health message effectively.
DMRC’s Response and Removal of the Ad
Following the backlash, DMRC quickly responded to public sentiment. In a post on X, DMRC announced that it had identified the ad as inappropriate and removed it from circulation. The statement read, “DMRC authorities found the content inappropriate and immediately took serious cognizance of the matter. The said ad was found to be displayed only in one train and was removed at around 7.45 pm on Wednesday.”
DMRC further clarified its advertising policy, emphasizing its commitment to sensitivity in public campaigns. “DMRC always strives to be sensitive to public sentiments and doesn’t encourage any sort of campaign/activity/display advertising which is not in good taste or in defiance of prevalent guidelines of advertising in public places,” it stated. The metro corporation assured the public that it would ensure such incidents do not recur.
The Fine Line in Health Awareness Campaigns
The “Check Your Oranges” campaign highlights the delicate balance required in health awareness advertising. While creative approaches are often employed to catch public attention, they can sometimes backfire if they appear to undermine the gravity of the issue. Breast cancer is a topic that requires sensitivity, as it affects millions globally, impacting not only physical health but also mental and emotional well-being.
In recent years, creative campaigns have employed metaphors and symbols to discuss cancer awareness without overtly graphic descriptions. However, this incident with the YouWeCan Foundation’s campaign suggests that not all metaphors are universally appreciated, especially when they risk appearing flippant about serious health concerns.
Breast Cancer Awareness and Inclusive Messaging
The backlash also opened discussions on the need for inclusive breast cancer awareness campaigns. Many pointed out that men can also be affected by breast cancer, and the campaign could have included messaging that reflects this. Public health campaigns are increasingly aiming to educate broader audiences by addressing all demographics affected by specific health issues.
Lessons for Future Campaigns
The “Check Your Oranges” campaign, while well-intentioned, faced criticism for its approach to a critical health message. The incident serves as a reminder to organizations and advertisers about the importance of careful language and symbolism, particularly in sensitive health campaigns. As DMRC pledges to uphold standards in public advertising, the incident offers a lesson for future health awareness campaigns to maintain respect and clarity while delivering essential information.