Everyone on the road will naturally pay attention to things along the roadside that attract their attention.

Recently, there has been a large billboard that creates discomfort when seen. In the middle of the road, near traffic lights, in public spaces passed by children, teenagers, adults, and the elderly, a film banner is displayed with a bold title: “I Must Die.”

With frightening visuals and dramatic nuances, such a banner may be intended as entertainment promotion. However, from a mental health perspective, the question becomes far more serious and needs to be asked: Are visual messages like this safe for the public?

For some people, this may simply be a movie title. However, for individuals experiencing depression, hopelessness, trauma, or latent suicidal ideation, exposure to such images and narratives can become a dangerous psychological trigger.

This is not merely an issue of advertising aesthetics. This is a public mental health issue.

Suicide: A Real Public Health Problem

According to WHO data, more than 700,000 people die by suicide each year worldwide, with approximately one person every 40 seconds attempting to end their life. Suicide is one of the leading causes of death, especially among young people.

These figures show that suicidal behavior is not a rare phenomenon.

Around us, many people appear fine, but are actually struggling silently to survive. They may look calm, but inside their minds, intense battles are taking place.

Why Can Banners Like This Be Dangerous?

In suicidology, there is a concept known as suicide contagion or copycat suicide, referring to suicidal behavior triggered by exposure to information, images, stories, or news about death.

This phenomenon is known as the Werther Effect. It means that when psychologically vulnerable individuals are repeatedly exposed to messages such as:

• “I must die”
• images of death
• frightening visuals
• dramatization of hopelessness

these messages can reinforce negative cognitive schemas that already exist in their minds.

For example:
“Maybe dying really is the solution.”
They may begin to feel as if they have no other choice.

At this point, the banner is no longer just an advertisement. It becomes a psychological cue.

What Are the Psychological Mechanisms?

Several mechanisms may occur:

1. Priming Effect
Exposure to certain words or images can activate related thoughts.
A title like “I Must Die” can trigger activation of death-related thoughts.

In healthy individuals, the effect may be minimal. However, in individuals with severe depression, suicidal ideation, or anxiety disorders, this can become a trigger.

2. Cognitive Reinforcement
In depression, individuals often have automatic thoughts such as:

• I am worthless
• my life is over
• everyone is better off without me

Such banners can reinforce these maladaptive beliefs.

3. Emotional Suggestibility
Adolescents and individuals in emotional distress tend to be more suggestible. Dramatic visual exposure increases the risk of behavioral imitation.

This is especially dangerous among younger individuals who are highly sensitive to visual stimuli.

Can Media Content Trigger Suicide?

Yes, and this has been widely studied.

Research shows that media—films, series, news, and digital content—can increase suicidal behavior when presented in a sensational manner.

Some triggering factors include:

• romanticization of death
• portraying suicide as a solution
• repeated visual exposure to death
• extreme hopelessness narratives
• audience identification with characters

The more someone feels “this is exactly me,” the higher the risk of psychological identification.

Suicide Risk Factors to Consider

Banners or media are not the sole cause. They usually act as triggers in individuals who already have vulnerabilities such as:

• depression
• bipolar disorder
• psychosis
• trauma / PTSD
• bullying
• family conflict
• relationship problems
• loneliness
• digital addiction
• impulsivity
• spiritual crisis
• job loss / financial problems

Media acts as a spark to existing fuel—an already unstable psychological condition.

Public Spaces Must Be Psychologically Safe

Roads and public spaces belong to everyone.

On the streets, there are:

• school children who are still growing
• vulnerable teenagers
• individuals with depression
• exhausted caregivers
• people who have just lost loved ones
• individuals experiencing deep guilt
• those who feel like a burden

Therefore, messages in public spaces should consider psychological safety.

Not only should they attract attention, but they must also be safe for public mental health.

Not everything that goes viral is safe for the mind. Some titles sell fear, but can harm those who are struggling to stay alive.

Let us be mindful when communicating in public spaces.