In a relatively conservative country like Indonesia, sex is a topic that is publicly condemned but privately discussed. On one spectrum, a child protection commissioner on live television claimed that a woman could get pregnant while swimming with man. Then, there is Thanksinsomnia (@thanksinsomnia), a local streetwear brand that launched a collaboration with Vivo, a local condom brand, on Valentine’s Day.

Both are made public. Both are also publicly scrutinised.

“Many brands cancelled on upcoming collaboration project with us after we launched the collaborative collection with Vivo,” said Thanksinsomnia founder and Creative Director Mohan Hazian. The brand receives complaints on direct messages and e-mails saying that the brand is spreading uneducated values to their consumers.

One of the comments on Thanksinsomnia’s Instagram post says, “So this is the brand that supports condom. Bye, no longer a fan.” The brand also turns off the comment section on the Instagram post bearing the condom series due to the backlash.

Titled #SparkYourLove, the brand launched a collection ranging from t-shirt to hoodie, cap, bullet vibrator, condoms, lube and little bunny. There is a t-shirt with ‘condom’ printed front and centre in bold. On Vivo’s side, the packaging of their vibrators and condoms has animal prints with the Thanksinsomnia logo on the bottom.

What a lot of people didn’t notice is the rule the brand states below its Instagram post. Every shopper has to show identity card. “We actually put restriction for this collection. Only 18 and above are allowed to buy the products. We also tell the buyer about the function of each product,” explained Mohan. “If we look at it from the positive side, condoms save you from STDs. However, there will always be pros and cons.”

Although the collaboration could be better prepared like Mohan wished it would, the timing of the launch is perfect. In fact, that is the sole reason why he agreed with it. “I am sure it could extend beyond this if we take more time developing the concept. But we are after the right timing.”

Based on Indonesian religious view, the timing of the launch could as well be the reason why the collaboration backfires. Condoms are synonymous with free sex. Launching it on Valentine’s Day further instigates that they are celebrating free sex.

On one hand, people took to Twitter to bash the child protection agency commissioner for giving misleading statement about pregnancy. That shows people are tuned in to sex education.

The Thanksinsomnia and Vivo collaboration has the potential to spread awareness and education about safe sex, but it requires meticulous planning and communication strategy since sex is a sensitive issue. Mohan himself doesn’t regret teaming up with Vivo. “I am open to any promising collaboration,” he stated. While the backlash happens on the surface, the sale keeps going underneath. “People who buy condoms and accessories are silent buyers.”