How targeted ads might just save your life | Sandersan Onie
Nov 26, 2024
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Could targeted ads do more than just sell products? Drawing from personal experiences with depression, a mental health researcher discusses how internet search behaviors can signal suicide risk. The podcast dives into innovative strategies using targeted advertising for compassionate outreach, particularly in high-risk areas. It emphasizes the need for tailored, empathetic communication to make a real difference, potentially saving lives when it matters most.
Targeted advertising algorithms can be leveraged to provide timely mental health support by analyzing individuals' online search behaviors related to suicide risk.
Culturally sensitive and personalized outreach strategies are essential for effectively engaging individuals in crisis, addressing both language and regional stigma around mental health.
Deep dives
Harnessing Technology for Mental Health Intervention
The podcast discusses how existing technology and algorithms, typically used for targeted advertising, can be repurposed for mental health interventions. By analyzing individuals' online behavior, particularly their search histories related to thoughts of suicide, the technology can identify those in distress and provide timely support. This approach aims to meet people where they are, using a digital lifeline to interrupt potentially harmful thought patterns before they escalate. For instance, someone searching for methods to end their life could be presented with a compassionate ad that leads to resources for help, significantly increasing the chances of reaching those who may not actively seek assistance.
Personalized Outreach through Targeting
The importance of tailoring outreach efforts based on demographic factors like age, language, and geographic location is emphasized as a means to effectively engage individuals in crisis. For example, younger audiences may respond better to calming exercises, while older individuals prefer straightforward, no-nonsense communication. This deeper connection can be achieved through personalized landing pages that resonate with the visitor's unique experiences and language preferences. Such targeted interventions have shown promising results, with one campaign reaching over 120,000 people and achieving engagement rates significantly above industry standards.
Global Application and Cultural Sensitivity
The podcast highlights the global application of these personalized interventions, emphasizing the need for cultural sensitivity in different regions. For instance, in Indonesia, where mental health stigma is prevalent, the approach includes using unique regional dialects to communicate more effectively with local populations. The success of these interventions not only tailors the messaging but also addresses the cultural context surrounding mental health struggles. By speaking directly to individuals in a manner that feels safe and relatable, the initiative aims to bridge the gap between hopelessness and help-seeking behavior.
Could the tech industry's complex algorithms support people during their darkest times, rather than just deliver targeted ads? Drawing from his own experience with depression, this week we're revisiting a talk by global mental health researcher Sandersan Onie, who shows how internet search behaviors can provide valuable insights into suicide risk and potentially help save lives by reaching people in a deeply personal way, at a crucial moment.