The YouWeCan Foundation, established by former Indian cricketer Yuvraj Singh, has found itself at the center of a controversy over its breast cancer awareness campaign. The campaign, launched in October to mark Breast Cancer Awareness Month, has been met with backlash due to its use of the phrase ‘check your oranges’ as a euphemism for breast self-examination.
The campaign features posters inside Delhi Metro coaches depicting women with baskets of oranges, accompanied by the caption ‘check your oranges.’ This imagery, intended to symbolize the importance of regular breast checks, has been met with strong criticism on social media, with many users expressing their displeasure and calling for the campaign to be taken down.
Critics argue that the use of the phrase ‘check your oranges’ is insensitive and potentially harmful, trivializing a serious health issue. They believe that the campaign’s euphemistic approach undermines the importance of open and honest conversations about breast health. Many have pointed out that the use of such language creates a sense of awkwardness and shame around discussing a crucial medical topic, potentially discouraging women from seeking necessary medical attention.
“How will a country raise breast cancer awareness if we can’t even call breasts what they are?” one user wrote on X, formerly known as Twitter. The message, accompanied by images of the Delhi Metro posters, quickly went viral, garnering widespread condemnation of the campaign. Many users tagged Yuvraj Singh in their comments, urging him to take down the campaign.
While some users have defended the foundation’s efforts to raise awareness, the overwhelming response has been critical, highlighting the importance of sensitivity and appropriate messaging when dealing with health issues. This incident underscores the need for careful consideration of the language and imagery employed in public health campaigns, ensuring that they are both impactful and respectful to the audience they are intended to reach.
The YouWeCan Foundation has not yet issued a formal response to the criticism. The campaign’s future and the foundation’s response to the controversy will be closely watched as the debate continues.