Ganesh Kendale
In the ongoing breast cancer awareness month, where health experts are working hard to make people aware of the deadly disease that claims millions of lives every year, especially those of women, an ad displayed at the Delhi Metro has caught attention of netizens, particularly due to its content.
The ad features women travelling in a bus (perhaps) with a caption: “Check your Oranges once a month.Early Detection Saves Lives. #BreastCancerAwarenessMonth”
The ad is by YouWeCan, an initiative by Yuvraj Singh to empower India to fight Cancer.
“How will a country raise Breast Cancer Awareness is 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? Shameful and embarrassing,” writes one user @Erroristotle on X (formerly Twitter).
“Check your oranges? Sure, I just checked the ones I bought from the fruit store last week. This is breast cancer awareness month and as says check your oranges. I mean, why can’t the copy be straight – why not say get your breast health checked?,” writes another.
Dr Jaison Philip, an Urologist raises objection to the content of the ad. “I hv a problem with this ad at Delhi Metro. My own loving dear mother died of Breast Cancer, which was Stage 4 at diagnosis. The irony was her son(me) ws a Breast Surgeon at that time, & out of modesty, she did not even tell her own son, when it ws a small lump, that ws potentially curable. So please don’t sexualize Breast Cancer which is the most common Cancer worldwide. I am heavily invested in early detection & cure of Breast Cancer. The great TN health dept has deputed adequate female surgeons, radiologists & pathologists in govt hospitals fr detection of Breast Cancers, if female drs r requested by pts. This month October is Breast Cancer Awareness Month. Pls cooperate with drs in prevention of avoidable suffering & death. There is nothing wrong in uttering the word Breast in the context of Breast Cancer diagnosis & management,” he writes on X.
Many others have come forward to clarify the reference of breasts as oranges. “It’s a reference to “peau d’orange breast”, a symptom found on some aggressive Inflammatory breast cancer,” writes one user.
Taboos that hinder breast cancer diagnosis and treatment
In India, breast cancer diagnosis and treatment are often surrounded by cultural taboos and social stigmas. Many women fear being judged or ostracized by society, which can delay seeking medical help. In several areas of the country, discussing issues related to breasts is considered shameful, and women may hesitate to undergo necessary screenings like mammograms due to modesty concerns. This reluctance can result in cancers being detected at more advanced stages, reducing survival rates.
The fear of losing femininity and body image issues, particularly with treatments like mastectomy, further discourage women from pursuing timely intervention. For many, breasts are closely tied to notions of motherhood and womanhood, and the idea of surgery can bring feelings of incompleteness or loss. Families, too, may play a role in reinforcing these stigmas, as some believe that breast cancer affects a woman’s ability to fulfill her traditional roles.
Addressing these taboos requires widespread awareness and education about breast cancer, emphasizing early detection and the effectiveness of treatments. Community support, particularly from women’s groups and healthcare advocates, can help break the silence and encourage women to prioritize their health without fear of social consequences.
