The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial.
Google
Google Ads
advertisement
advertisements
campaign
campaigns
distress
engagement
explicit wording
help seeking
information seeking
internet search
mental health
messaging
prevention signage
prompt
prompts
search
searching
suicidal
suicide
suicide prevention
Journal
JMIR mental health
ISSN: 2368-7959
Titre abrégé: JMIR Ment Health
Pays: Canada
ID NLM: 101658926
Informations de publication
Date de publication:
19 Mar 2024
19 Mar 2024
Historique:
received:
03
07
2023
accepted:
22
10
2023
revised:
02
10
2023
medline:
19
3
2024
pubmed:
19
3
2024
entrez:
19
3
2024
Statut:
epublish
Résumé
Given that signage, messaging, and advertisements (ads) are the gateway to many interventions in suicide prevention, it is important that we understand what type of messaging works best for whom. We investigated whether explicitly mentioning suicide increases engagement using internet ads by investigating engagement with campaigns with different categories of keywords searched, which may reflect different cognitive states. We ran a 2-arm study Australia-wide, with or without ads featuring explicit suicide wording. We analyzed whether there were differences in engagement for campaigns with explicit and nonexplicit ads for low-risk (distressed but not explicitly suicidal), high-risk (explicitly suicidal), and help-seeking for suicide keywords. Our analyses revealed that having explicit wording has opposite effects, depending on the search terms used: explicit wording reduced the engagement rate for individuals searching for low-risk keywords but increased engagement for those using high-risk keywords. The findings suggest that individuals who are aware of their suicidality respond better to campaigns that explicitly use the word "suicide." We found that individuals who search for low-risk keywords also respond to explicit ads, suggesting that some individuals who are experiencing suicidality search for low-risk keywords.
Sections du résumé
BACKGROUND
BACKGROUND
Given that signage, messaging, and advertisements (ads) are the gateway to many interventions in suicide prevention, it is important that we understand what type of messaging works best for whom.
OBJECTIVE
OBJECTIVE
We investigated whether explicitly mentioning suicide increases engagement using internet ads by investigating engagement with campaigns with different categories of keywords searched, which may reflect different cognitive states.
METHODS
METHODS
We ran a 2-arm study Australia-wide, with or without ads featuring explicit suicide wording. We analyzed whether there were differences in engagement for campaigns with explicit and nonexplicit ads for low-risk (distressed but not explicitly suicidal), high-risk (explicitly suicidal), and help-seeking for suicide keywords.
RESULTS
RESULTS
Our analyses revealed that having explicit wording has opposite effects, depending on the search terms used: explicit wording reduced the engagement rate for individuals searching for low-risk keywords but increased engagement for those using high-risk keywords.
CONCLUSIONS
CONCLUSIONS
The findings suggest that individuals who are aware of their suicidality respond better to campaigns that explicitly use the word "suicide." We found that individuals who search for low-risk keywords also respond to explicit ads, suggesting that some individuals who are experiencing suicidality search for low-risk keywords.
Identifiants
pubmed: 38502162
pii: v11i1e50283
doi: 10.2196/50283
doi:
Types de publication
Journal Article
Langues
eng
Sous-ensembles de citation
IM
Pagination
e50283Informations de copyright
©Sandersan Onie, Susanne Oliver Armstrong, Natasha Josifovski, Patrick Berlinquette, Nicola Livingstone, Sarah Holland, Coco Finemore, Nyree Gale, Emma Elder, George Laggis, Cassandra Heffernan, Adam Theobald, Michelle Torok, Fiona Shand, Mark Larsen. Originally published in JMIR Mental Health (https://mental.jmir.org), 19.03.2024.