ORCID Profile
0000-0003-4455-0146
Current Organisation
Black Dog Institute
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Publisher: JMIR Publications Inc.
Date: 31-08-2022
Abstract: tudies have shown that in iduals may search for suicide-related terms on the internet prior to an attempt. hus, across 2 studies, we investigated engagement with an advertisement c aign designed to reach in iduals contemplating suicide. irst, we designed the c aign to focus on crisis, running a c aign for 16 days in which crisis-related keywords would trigger an ad and landing page to help in iduals find the national suicide hotline number. Second, we expanded the c aign to also help in iduals contemplating suicide, running the c aign for 19 days with a wider range of keywords through a co-designed website with a wider range of offerings (eg, lived experience stories). n the first study, the ad was shown 16,505 times and was clicked 664 times (4.02% click rate). There were 101 calls to the hotline. In the second study, the ad was shown 120,881 times and clicked 6227 times (5.15% click rate) of these 6227 clicks, there were 1419 (22.79%) engagements with the site, a substantially higher rate than the industry average of 3%. The number of clicks on the ad was high despite a suicide hotline banner likely being present. earch advertisements are a quick, far-reaching, and cost-efficient way of reaching those contemplating suicide and are needed despite suicide hotline banners being present. ustralian New Zealand Clinical Trials Registry (ANZCTR) ACTRN12623000084684 www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=385209
Publisher: JMIR Publications Inc.
Date: 03-07-2023
DOI: 10.2196/50283
Publisher: JMIR Publications Inc.
Date: 03-07-2023
Abstract: iven that signage, messaging, or advertisements are the gateway to many interventions in suicide prevention, it is important that we understand what type of messaging works best for whom. e investigated whether explicitly mentioning suicide increased engagement by using internet ads, by investigating engagement with c aigns with different categories of keywords searched, which may reflect different cognitive states. e ran a two-arm study Australia-wide, with or without advertisements featuring explicit suicide wording. We analysed whether there were differences in engagement for c aigns with explicit and non-explicit advertisements for low-risk (distressed but not explicitly suicidal), high-risk (explicitly suicidal) and help-seeking for suicide keywords. ur analyses revealed that having explicit wording has opposite effects depending on the search terms used: explicit wording reduces the engagement rate for in iduals searching for low-risk keywords but increases engagement for those using high-risk keywords. he findings suggest that in iduals who are aware of their suicidality respond better to c aigns that explicitly use the word suicide. It was found that in iduals who were searching for low-risk keywords also responded to the explicit advertisement, suggesting some in iduals are searching for low-risk keywords that are experiencing suicidality. Implications and future directions are discussed.
Publisher: JMIR Publications Inc.
Date: 20-04-2023
DOI: 10.2196/42316
Abstract: Studies have shown that in iduals may search for suicide-related terms on the internet prior to an attempt. Thus, across 2 studies, we investigated engagement with an advertisement c aign designed to reach in iduals contemplating suicide. First, we designed the c aign to focus on crisis, running a c aign for 16 days in which crisis-related keywords would trigger an ad and landing page to help in iduals find the national suicide hotline number. Second, we expanded the c aign to also help in iduals contemplating suicide, running the c aign for 19 days with a wider range of keywords through a co-designed website with a wider range of offerings (eg, lived experience stories). In the first study, the ad was shown 16,505 times and was clicked 664 times (4.02% click rate). There were 101 calls to the hotline. In the second study, the ad was shown 120,881 times and clicked 6227 times (5.15% click rate) of these 6227 clicks, there were 1419 (22.79%) engagements with the site, a substantially higher rate than the industry average of 3%. The number of clicks on the ad was high despite a suicide hotline banner likely being present. Search advertisements are a quick, far-reaching, and cost-efficient way of reaching those contemplating suicide and are needed despite suicide hotline banners being present. Australian New Zealand Clinical Trials Registry (ANZCTR) ACTRN12623000084684 www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=385209
No related grants have been discovered for Emma Elder.