New Delhi

A breast cancer awareness campaign that shies away from saying the word 'breasts'. Former cricketer Yuvraj Singh's non-profit organisation is receiving a lot of criticism for an ad campaign on breast cancer where breasts are being referred to as 'oranges'. 

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"Check your oranges once a month," says one of the creatives of the ad by YouWeCan Foundation. The campaign aims to spread the message that early detection of breast cancer can save a person's life. The poster shows a young woman standing in a bus, holding two oranges, while several older women are seated looking at her. One of the elderly women has a crate of oranges with her. Another poster has two women buying oranges at a marketplace. 

The campaign is reportedly being advertised inside Delhi Metro coaches. A user shared the images on X, slamming Yuvraj Singh's organisation as well as Delhi Metro for the wrong imagery and choice of words.

"How will a country raise breast cancer awareness if we can’t even call breasts what they are. Saw this at Delhi Metro and like what the hell? Check your oranges? Who makes these campaigns, who approves them? Are we governed by such dumb people that they let this poster become public?," said the user with the account name Confusedicius.

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"Shameful and embarrassing."

The user also tagged Yuvraj Singh, urging him to take down the campaign.

Take a look at the viral post:

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Soon enough, more chimed in with similar reactions. 

Slamming Delhi Metro officials, the user demanded the removal of the ad from the metro.

"This advertisement is one of the most tone-deaf advertisements I have ever seen. Will you put up any advertisement if someone pays you? Please remove this," the user said.

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The brand's Instagram page also had another image attempting to share awareness around breast cancer. The image read as, "How well do you know your oranges?"

"Have you checked your oranges lately?" reads another message in the same post.

"It's hard to understand how we can genuinely raise awareness about something when we can’t even use the correct terminology. What kind of message are we sending? Who is approving these campaigns?," Dr Pragathi Gurram, a cardiologist, said in the comments section.

The post was later removed from the page after it received criticism. 

Meanwhile, senior journalist Rituparna Chatterjee slammed the campaign on LinkedIn, to which the organisation responded stating that it was 'proud' of its 'bold creative choice'. 

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YouWeCan Foundation, which reportedly works on cancer awareness in the country, was founded by Singh, a cancer survivor himself.