Upstream Approaches for Suicide Prevention Using Search-Based Advertising: A Pilot Study

Abstract

This study aims to describe the pilot operation of upstream approaches for suicide prevention using search-based advertising. Outreach was conducted to Internet users who searched for keywords related to the six life issues with risk factors for suicide (perinatal women, domestic violence, addiction, depression, sexual minorities, and child abuse). Search-based advertisements were displayed 1,481,025 times and clicked on 62,884 times (click rate: 4.25%). Since the mental health status of those in the five areas of life issues, except for addiction, was considered serious, outreach using search-based advertising could expedite effective support information to those with serious mental health conditions. In the addiction area, outreach to those with gambling and alcohol addiction was considered effective, but effective outreach to those with drug addiction was found to be difficult within the framework of this study. In conclusion, this study shows that upstream approaches for suicide prevention using search-based advertising can reach Internet users with specific life issues and deteriorating mental health.