Critics warn controversial horror film ads may influence vulnerable children and teens
A horror film campaign in Indonesia has triggered nationwide concern after its provocative messaging raised fears about its potential impact on children’s mental health.
Controversial Billboards Trigger Public Outcry
Promotional billboards for the horror film “Aku Harus Mati” featuring phrases like “I Must Die” and “Sell My Soul for the Wealth” have drawn widespread criticism across Jakarta and other cities. Displayed since March 27 ahead of the film’s April 2 release, the imagery and wording sparked alarm among the public, especially parents and child protection groups concerned about its psychological impact.
Experts Warn Of Risks To Children’s Mental Health
The Indonesian Child Protection Commission warned that such messaging could normalize suicidal thoughts among children who may not yet have the ability to interpret content critically. Data from the Global School-Based Student Health Survey shows a worrying rise in suicidal ideation among children, from 5.2 percent in 2015 to 8.5 percent in 2023, with suicide attempts also increasing significantly over the same period.
Medical Community Highlights Deeper Concerns
Health experts echoed these concerns, warning that repeated exposure to such language could embed harmful ideas in children’s subconscious. The Indonesian Pediatric Society noted that young children, especially those just learning to read, are particularly vulnerable to such messaging. This comes amid broader mental health challenges, with around 10 percent of Indonesian children reported to suffer from anxiety and depression.
Authorities Move Quickly To Remove Ads
Following public complaints, Jakarta authorities acted swiftly to remove several billboards in areas such as West and Central Jakarta. Governor Pramono Anung criticized the campaign, saying that attention-grabbing content should not come at the expense of public comfort and well-being, especially when it affects vulnerable groups like children.
Film Producers Respond To Backlash
The film’s producer acknowledged the public reaction and confirmed that the billboards would be taken down after the promotional period. However, he noted that audience interpretation is beyond the filmmakers’ control, highlighting the ongoing tension between creative marketing and social responsibility in the entertainment industry.
The controversy surrounding “Aku Harus Mati” highlights the growing sensitivity around mental health and media influence in Indonesia. For Indonesians, it reflects the urgent need to balance creative expression with social responsibility, especially when children are involved. For Singaporeans and regional observers, the incident underscores how public messaging, even in entertainment, can have real-world implications in an increasingly connected and media-driven society.
Sources: Straits Times (2026) , Asia News Network (2026)
Keywords: Indonesia Billboard Controversy, Aku Harus Mati Film, Child Mental Health Indonesia, KPAI Warning Ads, Suicide Awareness Indonesia, Film Marketing Debate
