LSF Collaborates with Lola Amaria on New Public Service Campaign “The Magic Filter”

Jakarta, October 22, 2025 — Film Censorship Institution of the Republic of Indonesia (LSF RI) is developing a new public service announcement (PSA) titled The Magic Filter (Filter Ajaib), produced in collaboration with Lola Amaria Production. The project is part of LSF's ongoing literacy campaign, the National Movement for a Self Censorship Culture (Gerakan Nasional Budaya Sensor Mandiri / GNBSM), which promotes public awareness of the importance of choosing age-appropriate content.

According to filmmaker Lola Amaria, who attended the coordination meeting at LSF office in Jakarta on Wednesday (22/10/2025), The Magic Filter introduces a new mascot Mama Culla, a character representing protection, responsibility, and mindfulness within the household.

“This character is designed to be relatable and endearing to the public, symbolizing the spirit of self-censorship that LSF continues to promote,” said Lola.

LSF Deputy Chairperson Noorca M. Massardi highlighted the importance of collaboration between LSF and creative industry professionals in conveying educational messages effectively.

“Through this collaboration, we hope the LSF literacy message can be delivered in a fresher and more accessible way to the public,” he said.

With The Magic Filter, LSF aims to deliver moral and educational values in a light, entertaining format reinforcing the message:
“To Be Wise in What We Watch, To Protect Our Home Together.”

The PSA is also part of LSF broader strategy to strengthen Indonesia’s film ecosystem, one that is ethical, creative, and rooted in a culture of self-censorship. (Des/Nuz)