South Africa's gay population numbers close to 5 million people, and the Anova Health Institute along with the Elton John Aids Foundation have released a video to educate around and destigmatize homosexual relationships as part of their initiative We The Brave.

In the clip, two men of differing races stand up at the dinner table and kiss in slow motion, while an older man, presumably one of their fathers, looks on in shock. The next shot is a closeup of a condom wrapper being ripped open, with a slogan declaring "We’re definitely brave enough to cover up."

While the video might seem just a bit heavy-handed, it is under fire from various South African sources, including a number of broadcasters who have refused to air the spot. Twitter users have targeted the commercial, calling it “inappropriate” and even "disgusting." It marks the first time a gay kiss has aired locally in South Africa.

“The aim of the advertisement is not to shock, but to attract our market through creating scenarios to which they relate," said Nina Morris-Lee, Head of Marketing at Anova Health Institute. "This is a matter of public interest and urgency and we do not have the luxury of tip-toeing around the issues."

We say, let the haters tweet. The message behind the commercial is obviously too important to let that rhetoric win out. Stay #BraveEnough!