Yuvraj Singh’s NGO, YouWeCan, has faced backlash over its recent breast cancer awareness campaign, which used oranges as a metaphor for breasts. The advertisement, displayed in a Delhi Metro coach, sparked controversy when a passenger clicked a photo and shared it on the social media platform X (formerly Twitter). The slogan in the ad, "Check your oranges once a month," drew criticism for being inappropriate and offensive. Many users called the ad "shameful" and "embarrassing."
The ad featured a young woman holding two oranges while on a bus, surrounded by elderly women, one of whom was clutching a crate of oranges. While the intention behind the campaign was to encourage early detection of breast cancer, the use of oranges to represent breasts did not sit well with many who felt it trivialised a serious issue.
A social media user who shared the ad questioned the decision-making behind such a campaign, stating, "How will a country raise breast cancer awareness if we can’t even call breasts what they are?" The post quickly gained traction, and many echoed similar sentiments, urging the NGO to remove the campaign.
The criticism did not stop with YouWeCan. The Delhi Metro Rail Corporation (DMRC), which displayed the ad, was also targeted. Users condemned the metro authorities for allowing such an ad, with some asking if the DMRC would allow any ad just for money. In response, the DMRC issued a statement saying that the ad was displayed in only one train and was promptly removed on October 23, 2024, after authorities found the content inappropriate.
Yuvraj Singh, who is a cancer survivor himself, was personally tagged by some users who expressed disappointment. One user commented that while the NGO’s intentions might have been in the right place, the execution of the campaign was misguided. They suggested that the ad be taken down immediately, calling it "offensive" and "unbelievable."
The criticism was not limited to social media. Some breast cancer survivors also expressed their disappointment, feeling that the campaign failed to convey the seriousness of the issue.
One survivor noted that the ad would only make people snigger and feel awkward, rather than promote meaningful conversations about breast cancer.
Despite the backlash, YouWeCan defended the campaign, explaining that the use of oranges was a deliberate creative choice meant to break the silence around breast cancer.
Responding to the controversy on LinkedIn, the NGO acknowledged the feedback but stood by its decision. They emphasised that their goal was to spark conversations about early detection and that the campaign had already achieved some success in doing so.
In their statement, YouWeCan mentioned how difficult it is to get people to talk openly about breast cancer, as it remains a taboo subject for many. The NGO explained that their creative choice was aimed at drawing attention to the issue in a way that would engage people who might otherwise avoid discussing breast cancer unless it personally affects them or someone close to them.
The organisation reiterated that their focus is on driving impactful conversations that lead to life-saving actions. They also highlighted the importance of early detection in the fight against breast cancer, which aligns with their overall mission. Established in 2012, YouWeCan works to empower people to fight cancer through awareness, early detection, patient support, and survivor empowerment.
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