The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial
BackgroundGiven 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. ObjectiveWe investigated whether explicitly mentioning sui...
| Main Authors: | , , , , , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
JMIR Publications
2024-03-01
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| Series: | JMIR Mental Health |
| Online Access: | https://mental.jmir.org/2024/1/e50283 |
| _version_ | 1797257199305621504 |
|---|---|
| author | 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 |
| author_facet | 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 |
| author_sort | Sandersan Onie |
| collection | DOAJ |
| description |
BackgroundGiven 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.
ObjectiveWe 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.
MethodsWe 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.
ResultsOur 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.
ConclusionsThe 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. |
| first_indexed | 2024-04-24T22:33:50Z |
| format | Article |
| id | doaj.art-90ee621c15324aa19c138d160c8c8938 |
| institution | Directory Open Access Journal |
| issn | 2368-7959 |
| language | English |
| last_indexed | 2024-04-24T22:33:50Z |
| publishDate | 2024-03-01 |
| publisher | JMIR Publications |
| record_format | Article |
| series | JMIR Mental Health |
| spelling | doaj.art-90ee621c15324aa19c138d160c8c89382024-03-19T13:45:33ZengJMIR PublicationsJMIR Mental Health2368-79592024-03-0111e5028310.2196/50283The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized TrialSandersan Oniehttps://orcid.org/0000-0003-2147-8102Susanne Oliver Armstronghttps://orcid.org/0000-0003-0344-4398Natasha Josifovskihttps://orcid.org/0000-0002-7600-2745Patrick Berlinquettehttps://orcid.org/0000-0002-1242-8552Nicola Livingstonehttps://orcid.org/0000-0002-7600-2745Sarah Hollandhttps://orcid.org/0000-0001-9565-5699Coco Finemorehttps://orcid.org/0000-0003-4757-1866Nyree Galehttps://orcid.org/0000-0002-2733-3679Emma Elderhttps://orcid.org/0000-0003-4455-0146George Laggishttps://orcid.org/0000-0001-5528-2541Cassandra Heffernanhttps://orcid.org/0000-0001-9722-7970Adam Theobaldhttps://orcid.org/0000-0002-7666-4992Michelle Torokhttps://orcid.org/0000-0003-3741-8075Fiona Shandhttps://orcid.org/0000-0001-6765-228XMark Larsenhttps://orcid.org/0000-0002-0272-2053 BackgroundGiven 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. ObjectiveWe 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. MethodsWe 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. ResultsOur 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. ConclusionsThe 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.https://mental.jmir.org/2024/1/e50283 |
| spellingShingle | 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 The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial JMIR Mental Health |
| title | The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial |
| title_full | The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial |
| title_fullStr | The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial |
| title_full_unstemmed | The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial |
| title_short | The Effect of Explicit Suicide Language in Engagement With a Suicide Prevention Search Page Help-Seeking Prompt: Nonrandomized Trial |
| title_sort | effect of explicit suicide language in engagement with a suicide prevention search page help seeking prompt nonrandomized trial |
| url | https://mental.jmir.org/2024/1/e50283 |
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