RRI.CO.ID, Jakarta - The Indonesian Ministry of Health is calling for stricter oversight of provocative film advertisements, warning that controversial marketing materials, such as those for the film "Aku Harus Mati" (I have to die), pose a significant risk to public safety.

Health officials argue that displaying such content in public spaces can trigger "copycat" suicidal behavior among vulnerable individuals, shifting the debate from creative freedom to a critical matter of mental health protection.

The Director of Health Services for Vulnerable Groups at the Ministry of Health, Imran Pambudi, emphasized that media narratives and promotional images hold immense power in shaping public perception. He noted that titles or visuals that simplify suicide as a solution to suffering can lower the resistance threshold for those in a fragile state.

"Repeated exposure to messages that romanticize or normalize such actions can act as a trigger for individuals with a history of depression, impulsivity, or traumatic experiences," said Imran in Jakarta on Monday, April 6, 2026.

As reported by Antara, the Ministry maintains that when themes of self-harm are presented without extreme caution, the impact transcends aesthetics and touches on collective security. Imran stressed that advertising must adhere to safety and ethical standards, focusing on whether a message frames the issue within the complexity of mental health prevention or merely highlights dramatic elements that glorify the act.

"The concerns of mental health professionals and the reported enforcement against promotional materials show that provocative effects are not mere speculation. Small choices in wording, such as describing suicide as a 'choice' or 'liberation,' can be perceived as a form of legitimacy by those in despair," he added.

This call for responsible communication is backed by sobering data. Police reports indicate that suicide deaths rose from 1,350 cases in 2023 to 1,450 in 2024.

Furthermore, demand for mental health crisis services has surged. The "119 healing" hotline saw daily call volumes jump from approximately 400 in August 2025 to 550 per day by 2026. Modern research on suicide exposure suggests that a single death can impact up to 135 people, ranging from intense grief to secondary psychological stress.

To address this reality, the Ministry is advocating for a shift from provocative to protective communication. This includes consulting with mental health experts during campaign design, removing high-risk materials, and ensuring that any content touching on suicide includes support messages and service referrals.

"Steps that can change the tone of communication from provocative to protective include consulting with mental health experts when designing campaigns and removing or revising risky promotional materials," concluded Imran.

Ultimately, the goal is to foster a societal understanding that mental health crises are complex issues requiring a collective, compassionate response rather than sensationalized marketing. ***