It has emerged that the Delhi Metro Rail Corporation (DMRC) will remove a breast cancer awareness advert after receiving backlash.
The advertisement most recently had the slogan “check your oranges,” which was just an attempt at raising awareness about breast cancer but created a lot of controversy. In a statement issued on Thursday, the DMRC admitted that the advertisement stirred up controversy and was pulled from the Metro trains’ display.
The corporation said, “This is in reference to the photograph of an advertisement with the caption Breast Cancer Awareness advertising message inside one of the Delhi Metro trains. The authorities of DMRC recognized the content as distasteful and promptly reacted to the issue seriously.” The controversial advertisement was displayed on only one train and was taken down around 7:45 PM on Wednesday, October 23.
DMRC posited that it respects the sentiments of the people as it does not support any tasteless consciousness movement or advertisements that violate the advertising regulation policies in public areas. “The Delhi Metro shall strive to avoid any such laxity being repeated in its premises,” the latter part of the statement.
This specific breast cancer awareness campaign was launched by a non-governmental organization, Joginder Singh’s YouWeCan Foundation, headed by cricketer Yuvraj Singh. The public concern, which arose as a result of the ad, was the issue of how some sensitive illnesses, such as breast cancer, should be tackled.
Others claimed it was disrespectful to refer to breasts as ‘oranges’ and detracted from the gravity of the message, which sought to encourage women to get breast examinations.
Following this event, the DMRC will continue to protect the interests of all its passengers by guaranteeing that subsequent advertisements meet the required decency and convey the feelings and sentiments of the community.
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