How Targeted Ads Might Just Save Your Life | Sandersan Onie | TED

Understanding the Power of Technology in Mental Health

In this section, the speaker discusses how technology can be used to understand and address mental health issues.

The Influence of Algorithms in Tailoring Ads

• Advertisements on social media platforms are tailored to individuals based on complex algorithms.

• These algorithms analyze user preferences and behaviors to deliver personalized ads.

• The speaker questions whether this technology can be utilized for positive purposes.

Personal Experience with Depression and Suicidal Episodes

• The speaker shares their personal experience with depression and intense suicidal episodes.

• They emphasize the importance of someone reaching out as a life-saving intervention.

• Suicide is a leading cause of death among young individuals, and many suicide attempts go unreported.

Meeting People Where They Are

• Research shows that most people who attempt suicide do not actually want to die but are looking for reasons to continue living.

• Any interruption, such as a tap on the shoulder or an internet pop-up, could potentially save someone's life.

• The challenge is finding effective ways to reach out rapidly and on a larger scale.

Utilizing Search Behaviors for Intervention

• Internet search behaviors can provide insights into individuals' struggles with suicide.

• Studies have shown that people who recently attempted suicide had searched for keywords related to suicide means, hopelessness, and loneliness.

• The volume of internet searches for suicide-related terms correlates with national suicide rates in various countries.

Intervening at the Search Page

• Given that people spend significant time on search pages, it may be an ideal place for intervention.

• Some countries display hotline banners when users search for suicide-related terms online.

• However, not everyone wants or finds it easy to call a hotline, highlighting the need for alternative interventions.

Challenges in Providing Effective Help Online

This section explores the challenges in providing effective online help for individuals struggling with mental health issues.

Limited Accessibility of Hotlines

• Hotlines and emergency services require individuals to take the first step and reach out for help.

• However, not everyone is comfortable or able to make that initial contact.

• Many countries lack sustainable hotlines, making it difficult for individuals to seek immediate assistance.

Inadequate Information Displayed in Search Results

• Searching specific keywords related to suicide may not always display hotline banners.

• Instead, users may receive general information that might not be helpful in crisis situations.

• The current system needs improvement to ensure relevant resources are readily available.

Conclusion

The speaker concludes by highlighting the potential of technology in addressing mental health issues and the need for improved interventions.

Harnessing Technology for Positive Impact

• Technology has the potential to play a significant role in understanding and addressing mental health concerns.

• By utilizing algorithms and search behaviors, interventions can be tailored to meet individuals where they are.

Improving Online Help Services

• Efforts should be made to enhance accessibility and effectiveness of online help services.

• Providing immediate support through various channels can save lives and offer hope to those struggling with mental health issues.

Understanding Suicide Prevention through Targeted Ads

This section discusses the use of targeted ads in suicide prevention, focusing on tailoring landing pages and ad content to specific demographics and languages.

Tailoring Landing Pages for Different Demographics

• The landing page is designed to lead individuals away from suicide attempts.

• Stories of people who have been in similar situations are shared on the landing page.

• Extensive targeting is used to reach individuals in a deeply personal way based on age, language, gender, and geography.

• Different ad landing pages with tailored content are shown to different people based on their demographic characteristics.

Tailoring Content for Different Age Groups

• Younger individuals prefer calming and distracting resources like breathing exercises.

• Older individuals prefer direct and no-nonsense language without any distractions.

Tailoring Content for Different Situations

• Individuals facing economic stress may search for information about life insurance policies in the event of suicide.

• Problem-solving language is used to address their concerns.

Successful Campaign Results

• The campaign reached over 120,000 people searching distress and suicide-related keywords within 19 days.

• The engagement rate on the landing pages was over 22%, which is significantly higher than the industry average of 3%.

Targeting Specific Populations in Different Countries

• Pages are being developed for Aboriginal and Torres Strait Islanders as well as Mandarin-speaking populations in Australia.

• Geographic targeting is used to show different dialect pages to different locations in Indonesia with unique regional dialects.

Impact of Regional Language

• Pages in regional languages resonate well with people, as it speaks to their hearts and the language they grew up speaking.

The Role of Technology in Suicide Prevention

• Technology can be used to reach out to people who need help and provide tailored interventions.

• While technology cannot replace relationships and communities, it can play a crucial role in reaching individuals who may not seek help before a suicide attempt.

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