PDF(Pubmed)
Abstract：
BACKGROUND: Studies have shown that individuals may search for suicide-related terms on the internet prior to an attempt.
OBJECTIVE: Thus, across 2 studies, we investigated engagement with an advertisement campaign designed to reach individuals contemplating suicide.
METHODS: First, we designed the campaign to focus on crisis, running a campaign for 16 days in which crisis-related keywords would trigger an ad and landing page to help individuals find the national suicide hotline number. Second, we expanded the campaign to also help individuals contemplating suicide, running the campaign for 19 days with a wider range of keywords through a co-designed website with a wider range of offerings (eg, lived experience stories).
RESULTS: 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.
CONCLUSIONS: 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.
BACKGROUND: Australian New Zealand Clinical Trials Registry (ANZCTR) ACTRN12623000084684; https://www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=385209.
OBJECTIVE: Thus, across 2 studies, we investigated engagement with an advertisement campaign designed to reach individuals contemplating suicide.
METHODS: First, we designed the campaign to focus on crisis, running a campaign for 16 days in which crisis-related keywords would trigger an ad and landing page to help individuals find the national suicide hotline number. Second, we expanded the campaign to also help individuals contemplating suicide, running the campaign for 19 days with a wider range of keywords through a co-designed website with a wider range of offerings (eg, lived experience stories).
RESULTS: 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.
CONCLUSIONS: 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.
BACKGROUND: Australian New Zealand Clinical Trials Registry (ANZCTR) ACTRN12623000084684; https://www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=385209.
摘要：
背景：研究表明，个人可能在尝试之前在互联网上搜索与自杀相关的术语。
目标：因此，在两项研究中，我们调查了一项旨在吸引考虑自杀的个人的广告活动的参与情况。
方法：首先，我们设计了这场运动来关注危机，开展为期16天的活动，其中与危机相关的关键词将触发广告和登陆页面，以帮助个人找到国家自杀热线号码。第二,我们扩大了这项运动，也帮助那些考虑自杀的人，通过一个共同设计的网站，提供更广泛的产品（例如，生活经验故事)。
结果：在第一项研究中，该广告显示16505次，点击664次(点击率4.02%)。热线有101个电话。在第二项研究中，该广告显示120,881次，点击6227次(点击率5.15%)；在这6227次点击中，与该网站有1419次(22.79%)签约，大大高于3%的行业平均水平。尽管可能存在自杀热线横幅，但广告的点击次数仍然很高。
结论：搜索广告很快，影响深远,尽管存在自杀热线横幅，但仍需要以具有成本效益的方式接触那些正在考虑自杀的人。
背景：澳大利亚新西兰临床试验注册（ANZCTR）ACTRN12623000084684;https://www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=385209。
目标：因此，在两项研究中，我们调查了一项旨在吸引考虑自杀的个人的广告活动的参与情况。
方法：首先，我们设计了这场运动来关注危机，开展为期16天的活动，其中与危机相关的关键词将触发广告和登陆页面，以帮助个人找到国家自杀热线号码。第二,我们扩大了这项运动，也帮助那些考虑自杀的人，通过一个共同设计的网站，提供更广泛的产品（例如，生活经验故事)。
结果：在第一项研究中，该广告显示16505次，点击664次(点击率4.02%)。热线有101个电话。在第二项研究中，该广告显示120,881次，点击6227次(点击率5.15%)；在这6227次点击中，与该网站有1419次(22.79%)签约，大大高于3%的行业平均水平。尽管可能存在自杀热线横幅，但广告的点击次数仍然很高。
结论：搜索广告很快，影响深远,尽管存在自杀热线横幅，但仍需要以具有成本效益的方式接触那些正在考虑自杀的人。
背景：澳大利亚新西兰临床试验注册（ANZCTR）ACTRN12623000084684;https://www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=385209。
