New Delhi: The Delhi Metro Rail Corporation (DMRC) faced severe backlash on its breast cancer awareness advertisement which prompted the authorities to withdraw the ad immediately. On Wednesday, the metro body withdrew the advertisement produced by YouWeCan Foundation, which advised all women to “check their oranges”.
Several people found it offensive and said that the ad trivialised the sentiment behind the ad by comparing women’s breasts or other body parts to fruits. Trinamool Congress (TMC) MP Mahua Moitra also joined the social media stir and condemned the ad campaign. Tagging the DMRC, Moitra wrote on X, “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.”
Men also get diagnosed with breast cancer
Several other X users also highlighted that men also get diagnosed with breast cancer. Taking cognizance of the issue, the DMRC posted tweeted on Thursday, “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.”
This is in reference to the photograph of an advertisement on Breast Cancer Awareness, which was installed inside a Delhi Metro train.
DMRC authorities found the content inappropriate and immediately took serious cognizance of the matter. The said ad was found to be displayed…
— Delhi Metro Rail Corporation (@OfficialDMRC) October 24, 2024
The DMRC further said, “The 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.”
