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: 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: 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: 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: 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.

中文翻译：

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明确的自杀语言对自杀预防搜索页面求助提示的影响：非随机试验

背景：鉴于标牌、信息和广告是预防自杀的许多干预措施的门户，因此了解哪种类型的信息最适合谁非常重要。目的：我们通过调查搜索不同类别关键词的活动的参与度，调查明确提及自杀是否会增加使用互联网广告的参与度，这可能反映了不同的认知状态。方法：我们在澳大利亚范围内进行了一项双组研究，无论有或没有包含明确自杀措辞的广告。我们分析了低风险（痛苦但没有明确自杀倾向）、高风险（明确自杀倾向）和自杀关键词寻求帮助的露骨广告和非露骨广告活动的参与度是否存在差异。结果：我们的分析显示，根据所使用的搜索词，明确的措辞会产生相反的效果：明确的措辞降低了搜索低风险关键词的个人的参与度，但增加了使用高风险关键词的个人的参与度。结论：研究结果表明，意识到自己有自杀倾向的人对明确使用“自杀”一词的活动反应更好。我们发现搜索低风险关键词的人也会对露骨广告做出反应，这表明一些有自杀倾向的人会搜索低风险关键词。