Promotional billboards for the Indonesian horror film Aku Harus Mati (I Must Die) have been forcibly removed across Jakarta and other major cities following intense public criticism that their provocative messaging could potentially trigger suicidal thoughts and behaviours. The controversial marketing campaign, which launched in late March ahead of the film's theatrical release on 2 April, featured stark phrases like "I Must Die" and "Sell My Soul for the Wealth" alongside imagery of a blue creature with red eyes.
Public Outcry and Official Intervention
Residents across the capital complained that the billboards were deeply disturbing and wholly inappropriate for public spaces, prompting swift action from Jakarta authorities. Governor Pramono Anung confirmed the administration had coordinated with relevant agencies and advertising companies to dismantle the displays. "We have taken down the billboards," he stated unequivocally on Monday, while urging the creative industry to exercise greater caution with provocative advertising strategies.
Satpol PP chief Satriadi Gunawan reported that at least three billboards were removed in West Jakarta and Central Jakarta, with authorities prepared to dismantle others if similar complaints emerged. "We have coordinated with the advertising agency to take it down immediately," Gunawan told local media, emphasising the responsive nature of the operation.
Child Protection Concerns Amplify Backlash
The Indonesian Child Protection Commission (KPAI) voiced particularly strong concerns about the potential impact on children's mental health. Commissioner Diyah Puspitarini warned that vulnerable young people might struggle to properly interpret such messaging, potentially triggering suicidal tendencies. "Such words can affect children's mental health because they are not yet able to properly regulate [or interpret] the information they receive," Puspitarini explained to The Jakarta Post.
These concerns are underscored by alarming statistics from the Global School-Based Student Health Survey, which revealed that the proportion of children experiencing suicidal thoughts increased from 5.2% in 2015 to 8.5% in 2023, while suicide attempts more than doubled from 3.9% to 10.7% during the same period. KPAI additionally recorded at least 115 child suicide deaths between 2023 and 2025, highlighting the critical nature of the issue.
Producer's Response and Widespread Removal
Initially, film producer Iwet Ramadhan defended the promotional material, stating it had been "evaluated and approved" by the film censorship board and directorate general of intellectual property, while suggesting public response was "something we cannot control." However, following sustained criticism, Ramadhan issued a formal apology on Tuesday, expressing deep regret for "the inconvenience caused, particularly from how this film was introduced to the public."
The production team subsequently took decisive action, removing billboards across 36 locations in major cities as part of a comprehensive withdrawal of the controversial promotional material. This reversal marked a significant shift from their initial defensive posture to acknowledging public concerns.
Health Ministry Warns of Copycat Behaviour Risks
Imran Pambudi, director of health services for vulnerable groups at Indonesia's health ministry, issued a stern warning about the potential for such promotional material to provoke dangerous copycat behaviour. "Repeated exposure to messages that romanticise or normalise such acts can be triggering for individuals with a history of depression, impulsivity, or traumatic experiences," Pambudi cautioned.
He further explained that seemingly trivial wording describing suicide as a 'choice' or 'liberation' could be perceived as legitimising by people in despair, potentially with tragic consequences. These concerns are amplified by police data showing suicide deaths increased from 1,350 in 2023 to 1,450 in 2024, while calls to the national crisis service "healing119" surged from approximately 400 per day in August 2025 to 550 per day in 2026.
Film Plot and Broader Implications
The controversial 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 two friends into a mystery involving a secluded house and supernatural forces, gradually revealing hidden truths about her life.
Governor Pramono Anung emphasised the broader principle at stake, stating: "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." This incident has sparked wider conversations about ethical advertising practices, mental health considerations in marketing, and regulatory oversight of promotional content in public spaces.
