PDSKJI: 'I Must Die' Billboards Could Trigger Suicidal Thoughts
The Indonesian Association of Psychiatrists (PDSKJI) has voiced deep concern regarding the installation of promotional billboards for the film ‘Aku Harus Mati’ in public spaces. The visuals and narratives displayed, including phrases evoking despair, have the potential to trigger emotional discomfort, especially among individuals with psychological vulnerabilities.
PDSKJI General Chairman, Dr Agung Frijanto, explained that public spaces are accessed by people of various ages and backgrounds, including children, adolescents, and those experiencing mental stress. For those with a history of depression, such billboards could even act as a trigger for suicide.
“Repeated exposure to messages about death and despair without appropriate context can increase distress, anxiety, and potentially serve as a trigger for those with a history of depression or suicidal ideation,” said Dr Agung in a written statement, quoted on Monday (6/4/2026).
PDSKJI emphasises that it does not seek to restrict freedom of expression in artistic works. However, according to Dr Agung, conveying messages in public spaces must be accompanied by social responsibility.
“Sensitive themes such as death need to be presented with caution and consideration of their impact on society,” PDSKJI stressed.
Furthermore, Dr Agung called for a review of promotional materials in public spaces if they have the potential to trigger psychological distress. Additionally, it is important to include educational context or safer messaging.
“Collaboration with mental health professionals is also necessary to ensure communication remains responsible. Protection of vulnerable groups must be a primary concern,” he said.
PDSKJI also invites all parties to jointly create public spaces that are psychologically safer. Mental health is a shared responsibility, and every message displayed can influence the emotional condition of the public.
“Artistic expression remains important, but it must go hand in hand with empathy and awareness of its impact,” the PDSKJI statement concluded.
The film, produced by Rollink Action, tells the story of the character Mala (Hana Saraswati) who becomes trapped in an obsession for social validation, leading to debt entanglement. The narrative depicts how someone is willing to sacrifice themselves and their soul for wealth and recognition, even getting ensnared in online loans and pay-later schemes. Directed by Hestu Saputra, the film ‘Aku Harus Mati’ has been screening in cinemas since 2 April 2026.
The Jakarta Provincial Government has also cracked down on several billboards promoting the horror film ‘Aku Harus Mati’. This is because the content on those billboards is deemed to disturb residents, particularly children.
Three locations that have been addressed are on Jalan Puri Kembangan, Jalan Daan Mogot Km 11 (Jembatan Gantung), and the Police Post at Perempatan Harmoni.