YouWeCan Foundation, Yuvraj Singh's NGO, has come under fire for a controversial ad campaign raising awareness for breast cancer.
October is internationally celebrated as breast cancer awareness month. Thus, YouWeCan also tried to join this worthy cause with posters on the Delhi Metro.
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However, it all went downhill as the posters featured women standing in a bus with oranges and had phrases like, "Check your oranges." Many people were offended by this distasteful campaign.
Online users pointed out the hypocrisy of the ad campaign. On one hand, it is trying to raise awareness on a taboo topic but still stigmatizes the use of "breasts" in their campaign.
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The Delhi Metro Rail Corporation (DMRC) was also caught in this fire but they were quick to act. They issued a statement explaining that they do not support such advertisements and have removed them from their trains on October 23.
It was perceived as a massive trivialization of such a serious issue. Though the intention might have been good, the NGO totally missed the mark with its controversial phrasing.