For Breast Cancer Awareness Month, Yuvraj Singh’s NGO, the YouWeCan Foundation, launched a campaign that surprisingly sparked criticism. Despite Yuvraj Singh being a cancer survivor himself, the campaign, which was meant to spread awareness, drew negative reactions for its execution. And I see why!
The campaign posters were displayed inside Delhi Metro, which featured an AI-generated image of a young girl holding oranges, surrounded by elderly women. Below the image was the tagline, “Check your oranges.” A user on X (formerly Twitter) shared the poster, pointing out that while the campaign aimed to raise awareness about breast cancer, it failed to even mention the word “breast”. This choice led to widespread disappointment, with people arguing that it downplayed the seriousness of the issue and missed an important opportunity to convey a clear and direct message about breast cancer awareness.
Other people in the comment section expressed their disbelief too!
This entire misstep is not only appalling but is also tone-deaf. How can we effectively raise awareness about breast cancer without reducing it to a sexualized term? The taboo surrounding the word “breasts” is still very prevalent in our society, and seeing a campaign that should support the cause ignore this fact only reinforces regressive attitudes. Hopefully, Yuvraj Singh and others involved in the campaign take note and genuinely reflect on what went wrong with this approach.
Featured Image: Instagram
