Health Ministry Highlights Promotion of 'Aku Harus Mati' Film: Must Involve Mental Health Experts

The Ministry of Health (Kemenkes) has requested that film industry players involve mental health experts in designing public promotions, particularly for works that address sensitive themes such as suicide. This call comes in the wake of controversy surrounding the film Aku Harus Mati, whose promotional materials in the form of billboards have been deemed provocative and potentially capable of triggering copycat effects among vulnerable individuals. Director of Health Services for Vulnerable Groups at Kemenkes, Imran Pambudi, stressed the importance of a more responsible approach to public communication. “Consultation with mental health experts is needed when designing campaigns, revising or removing risky materials, and including support messages and referrals to services. This can transform communication from provocative to protective,” Imran told Media Indonesia on Tuesday (7/4). He emphasised that suicide is not the result of a single factor. Such cases are generally the outcome of a combination of mood disorders, social pressures, situational crises, as well as biological factors and individual histories. Therefore, media and creative industry players are expected not only to seek attention but also to provide educational context and direct the public towards help. “When media highlights prevention and opens access to services, it helps reduce stigma while saving lives,” he explained. Imran warned that public messages that disregard psychological impacts risk not only damaging reputations but also leading to fatal consequences. “Amid rising demands for help and reports of deaths, every message in the public space must be tested, not just from a creative perspective, but also from a safety perspective,” he concluded.