Summary The billboards, installed on roadside displays in Jakarta and several other cities late in March, were part of a marketing campaign ahead of the film’s theatrical release on 2 April.
(Web Desk) - Promotional billboards for the Indonesian horror film Aku Harus Mati (I Must Die) have been removed across Jakarta after drawing criticism that their messaging could trigger suicidal ideation.
The billboards, installed on roadside displays in Jakarta and several other cities late in March, were part of a marketing campaign ahead of the film’s theatrical release on 2 April. The boards included the phrases “I Must Die” and “Sell My Soul for the Wealth” displayed alongside an image of a blue creature with red eyes, prompting complaints from residents who said it was disturbing and inappropriate for public spaces.
The film follows Mala, a young woman living in a major city whose pursuit of a hedonistic lifestyle leaves her in mounting debt. She returns to an orphanage connected to her past, where a series of disturbing events draws her and her two friends into a mystery involving a secluded house and supernatural forces, gradually revealing hidden truths about her life.
Diyah Puspitarini, a commissioner at the Indonesian Child Protection Commission (KPAI), raised concerns about the potential impact on children. “Such words can affect children’s mental health because they are not yet able to properly regulate [or interpret] the information they receive,” Diyah told The Jakarta Post, adding that the messaging could trigger suicidal tendencies in vulnerable children.
Results from the Global School-Based Student Health Survey show that the proportion of children experiencing suicidal thoughts increased from 5.2 per cent in 2015 to 8.5 per cent in 2023, while suicide attempts rose from 3.9 per cent to 10.7 per cent in the same period.
Officials in Jakarta removed several of the billboards after residents raised complaints. Governor Pramono Anung said the administration had coordinated with relevant agencies and advertising companies to take them down. “We have taken down the billboards,” he confirmed.
Pramono also asked the creative industry to be careful with provocative advertising strategies, saying: “But the principle is that this must not happen again. Things like this are only intended to attract the public and then place sensitive advertisements, which have an impact on society. This must not happen again.”
