None listed
Conditions
Brief summary
Studies have shown that individuals may search for suicide-related terms on the internet prior to an attempt. Thus, we investigated engagement with an advertisement campaign designed to reach individuals contemplating suicide. We utilised Google AdWords’ targeting features and investigated whether individuals show higher engagement with landing pages tailored to specific age groups compared to a general all-ages landing page. We hypothesise that we will see more engagement with the landing page in the tailored condition as it should relate more closely to the individual.
Interventions
Receiving a tailored landing page on the Google search page when searching for suicide related keywords. Participants were not instructed to search for suicide related keywords, the sample was drawn from individuals who searched for these keywords in Australia. The intervention was the presentation of the ad and landing page. The landing page was tailored by age: 18 - 24, 25 - 44, and 45+, and differed by the featured modules and the welcome video. The content provided links to helplines, lived
Receiving a tailored landing page on the Google search page when searching for suicide related keywords. Participants were not instructed to search for suicide related keywords, the sample was drawn from individuals who searched for these keywords in Australia. The intervention was the presentation of the ad and landing page. The landing page was tailored by age: 18 - 24, 25 - 44, and 45+, and differed by the featured modules and the welcome video. The content provided links to helplines, lived experience stories, relaxation and calming modules. The anticipated time for individuals to complete a module or watch a video is approximately 3 minutes; to consume all the content will need approximately 40 minutes. The landing page was designed for this study, but may link to preexisting content. We tracked their activity using Google analytics accessed through the Google Ads platform. Individuals were randomly assigned to one group or another using Google Experiments feature, which enabled us to randomly show on ads and landing pages from one set of campaigns or another.
Sponsors
University of New South Wales
Study design
Allocation
Randomised controlled trial
Primary purpose
Prevention
Eligibility
Sex/Gender
All
Age
18 Years to No maximum
Healthy volunteers
Yes
Inclusion criteria
Living in Australia, age can be identified by Google based on past browsing history, over 18 years of age.
Exclusion criteria
None
Outcome results
None listed