Melanie Subono Speaks Out, Indonesia Under Global Spotlight Over Animal Cruelty Content

The spotlight on animal cruelty has resurfaced after a 2021 SMACC report once ranked Indonesia first in the world for uploads of animal abuse content. This fact has sparked concern among many parties, including public figures who have long been vocal on animal welfare issues.

One such figure is Melanie Subono. The activist and musician views the ranking as more than just a statistic—it is a blaring alarm for the collective awareness of society.

“Volunteers have mostly been rescuing animals after incidents occur, not preventing them. Regulations alone are not enough. We need cooperation from all parties, from education at home, social media, to public oversight. Most importantly, people must truly realize that animals are living beings too. They can feel fear, experience trauma, and lose trust in humans,” Melanie explained in her statement.

According to Melanie, the issue of violence against stray dogs, for instance, cannot be placed solely on the shoulders of shelters or rescue communities. She highlighted the condition of shelters that have already exceeded capacity in various major cities. With the national dog population estimated at 16 million based on data from the Ministry of Health’s One Health Roadmap, the shelter-based approach is considered no longer adequate.

She stressed that solutions must address the root of the problem. Relying solely on shelters will never resolve the issue. Prevention must be strengthened, and the broader public must also be targeted for education.

A technology-based initiative called Pawtective Siren has been developed by the Hope for Strays community. The device is a smart collar equipped with a heart rate sensor designed to detect extreme spikes when a dog experiences fear or serious threat. If the heart rate exceeds a certain threshold, a loud alarm sounds and LED lights activate to attract nearby attention.

Jeremy Randolph, a representative of the movement, noted that many cases of abuse have occurred in isolated locations without witnesses.

“Shelters and volunteers have been working incredibly hard, but they mostly rescue animals after the fact. Meanwhile, abuse often happens in secluded areas or at night without witnesses. We designed Pawtective Siren as direct on-site protection, before the violence becomes fatal,” he explained.

Nevertheless, for Melanie, technology is only one part of a larger solution. Changing public mindsets remains the key. She believes the public needs to understand that animals are not objects of entertainment, much less material for violent content created for sensationalism.