Trigger warning: This article contains discussion of suicide. Support will be available from Lifeline on 13 11 14.
In a world where the internet is often the first place people turn for help, one Black Dog Institute researcher is leveraging a popular marketing strategy to reach people in their darkest moments.
Dr. Sundersan Onyi and his team leverage the power of Google Ads and SEO (tools commonly used by marketers to increase awareness and drive sales) to address the most pressing public health issues. We are working on suicide prevention, which is one of the
This innovative, always-on campaign targets keywords related to specific pains so that people considering suicide will see ads offering help and hope at the top of search results.
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These ads lead to Hope Exchange. Hope Exchange is a carefully designed landing page that not only provides a hotline, but also the stories of individuals affected by suicide.
Since its inception, the campaign has achieved remarkable success. click-through rate of This is 4-5%, which is significantly higher than the industry average of 3.15%. Even better, the conversion rate increased to 21%.
Speaking about the campaign, Dr. Onyi told Mumbrella: “This work Very little Steps to ensure people across Australia have the information they need, when they need it”
Encouraged by its success, The Hope Exchange Project has expanded to the United States and Indonesia. The research team hopes this will eventually become a global force in suicide prevention.
Notably, the impact of this campaign was particularly severe for Drs. Oney's Mental health resources are lacking in Indonesia, the country's home country, and stigma against suicide remains high. Here, engagement rates soared to his staggering 82%, highlighting a critical unmet need for intervention.
Recently, the research team also tested the waters. of The Popular Public Forum Reddit. Despite initial skepticism, the platform has proven effective in reaching people who are not actively seeking mental health support.
Funded by Reddit in partnership with media agencies Wavemaker Australia and Folk, results show significant engagement from non-mental health-specific subreddits, leading to nearly 50,000 Australian suicides in first 14 days I clicked on a prevention ad.
Reflecting on the campaign, Dr. Ony said: “When a Google ad appears, that's right But when you're on Reddit and suddenly see an ad asking if you're thinking about ending your life, you might be. Be surprised.
“That's why did you think so? won't do that It worked, but it ended up having an incredibly big impact on all of Australia. ”
The Hope Exchange project leverages the expertise of 21 people who have attempted suicide or been affected by suicide, and Drs. Oney's He himself struggles with depression and suicidal tendencies.
These contributors have shaped every aspect of the campaign, from keyword selection to the content of the Hope Exchange landing page.
Black Dog Institute founded in 1985 standing as Australian The only medical research institute. This nonprofit organization explores mental health across the lifespan and aims to create a more mentally healthy world for everyone.
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