Cricketer Yuvraj Singh’s non-profit foundation, YouWeCan, has come under fire for its recent breast cancer awareness campaign. The posters, which were displayed in various public spaces, including Delhi Metro, used oranges as a euphemism for breasts, asking women: “How well do you know your oranges?” The campaign was intended to raise awareness about breast cancer symptoms, using the fruit to visually illustrate signs of the disease.
However, the creative direction has not sat well with many netizens, who have criticized the campaign for being tone-deaf and trivializing a serious health issue. One user on X (formerly known as Twitter), going by the name ‘Confusedicius’, expressed frustration at the euphemism, tweeting, “How will a country raise Breast Cancer Awareness if we can’t even call breasts what they are? Saw this at Delhi Metro and like what the hell? Check your oranges? Who makes these campaigns, who approves them?” The user also tagged Yuvraj Singh in a follow-up tweet, suggesting the campaign be taken down: “I just learnt that this is your foundation’s campaign. And while your intent might be in the right place, I would suggest you take this campaign off. It’s just really offensive and unbelievable.”
Another user, Divaker V Vittal, weighed in on the controversy, emphasizing the need for directness in awareness campaigns: “Breasts are not oranges. Whoever created this ad should be ashamed of their approach. Breast cancer is real, and routine physical examinations, mammograms, and Complete Blood Count (CBC) tests are essential for early diagnosis.”
The backlash has raised important questions about how health campaigns are crafted and the importance of sensitivity when addressing critical health issues like breast cancer. Many believe that using euphemisms diminishes the gravity of the topic, especially when early detection and open discussions about breast health can save lives.
While YouWeCan has yet to formally respond to the criticism, the campaign highlights the fine line between creative marketing and responsible messaging, especially when dealing with serious health topics. The intent behind the campaign may have been positive, but the execution has sparked an important conversation about how breast cancer awareness should be communicated effectively and respectfully.
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