Breast Cancer Awareness Ad In Delhi Metro With ‘Orange’ Reference Triggers The Internet: ‘Don’t Sexualize Breast Cancer’
Breast Cancer awareness ad by Yuvraj Singh’s agency for Delhi Metro has raised more eyebrows than awareness. The advertisement that shows a young woman holding two oranges in a public transport that reeks of AI is captioned ‘You We Can’ which is also a subtle homage to the former Indian cricketer’s battle with cancer during 2011, shortly after the country’s world cup victory. The ad’s copy further reads ‘Check Your Oranges,’ urging to do so ‘Once a month.’ It further states that early detection saves lives. While the ad draws reference from ‘Peau d’Orange Breast,’ a symptom indicating aggressive inflammatory breast cancer, the message is lost in Indian context and the netizens are divided, despite being used as a device in several breast cancer awareness campaigns across the world. A physician seems to know why. Scroll below for his take on the ad.
It’s a reference to “peau d’orange breast”,
a symptom found on some aggressive Inflammatory breast cancer.
— Lazarus (@Meitei_Lazarus4) October 22, 2024
The outrage seems silly.#BreastCancerAwarenessMonth#BreastCancerAwareness pic.twitter.com/L3ACqkXloD
— Lazarus (@Meitei_Lazarus4) October 22, 2024
Dr. Jason Philip, a renowned urologist based out of Tamil Nadu, posted a heart-rending anecdote of his own mother who battled with breast cancer, while the good doctor himself was a breast surgeon. Despite such easy access to early diagnosis and healthcare, the woman, out of shyness, did not approach the doctor (or any other medical professional for that matter). Had it been diagnosed when it was a small lump, the cancer would have been curable. The doctor stated that there is nothing wrong with using the word breast in the context of cancer awareness; however, sexualizing it would do more harm than good.
I hv a problem with this ad at Delhi Metro. My own loving dear mother died of Breast Cancer, which was Stage 4 at diagnosis. The irony was her son(me) ws a Breast Surgeon at that time, & out of modesty, she did not even tell her own son, when it ws a small lump, that ws… pic.twitter.com/U32P2euu6Z
— Dr Jaison Philip. M.S., MCh (@Jasonphilip8) October 22, 2024
Meanwhile, one netizen wrote, “No room to be shy about,” and another jibed that the Delhi Metro ad was “Absolutely insensitive and crass!” “Too vague and vulgar in the Indian context,” noted several other netizens.
No room to be shy about it. Especially since it’s the most common cancer for Indian women
— Gargi Rawat (@GargiRawat) October 23, 2024
This is unbelievably insensitive and crass!
— Rants&Roasts (@Sydusm) October 22, 2024
I disagree. There is no context. The advertisement is too vague and appears vulgar in current Indian context. If there was any message, then it’s lost in Translation.
— Confusedicius (@Erroristotle) October 22, 2024
See Also: Scientists Develop AI Model That Predicts Breast Cancer Years Before Visible Symptoms
See Also: So, You’re Worried About Your Boob(s)
