‘Check your oranges’: Breast cancer awareness ad withdrawn by Delhi Metro after backlash
Addressing DMRC's handle on X, 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." Some users highlighted that men can also be diagnosed with breast cancer.
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"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. The Delhi Metro will endeavor to ensure that such incidents of inappropriate advertising don’t take place on its premises," it added.
The Delhi Metro Rail Corporation (DMRC) on Wednesday withdrew an advertisement promoting breast cancer awareness after receiving backlash for it on social media. The ad, which was commissioned by the YouWeCan Foundation, asked women to “check their oranges”.
X users highlighted the trivialisation of the issue by comparing women’s body parts to fruits. Trinamool Congress MP Mahua Moitra also took to the social media platform to express her disdain for the ad campaign. Addressing DMRC’s handle on X, 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.” Some users highlighted that men can also be diagnosed with breast cancer.
On Thursday, the DMRC posted on X: “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 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. The Delhi Metro will endeavor to ensure that such incidents of inappropriate advertising don’t take place on its premises,” it added.
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