Over 65,000 Australians attempt suicide every year. 8 people die every day. Suicide warning signs can be invisible, making it impossible to identify people and help. But we found one place where they can be.
Over 28.000 people search for high-intent suicide content every month. So working with Google, we identified the most high-risk search terms and created an Al-powered targeting algorithm that identifies suicidal individuals online. Utilising 200,000 keywords and emotion-based signals, it also analyses viewed page content for themes like sadness, anxiety, fear, shame and disillusionment to confirm an individual’s high intent. Then via retargeting banners and videos, surrounds them with 100s of crowd-sourced support messages, encouraging them to seek help via a website engineered for their mindset.
Data showed this audience is most active from 12-4am when demand for ad space is low, allowing us to take over every ad they see, following them across the internet.
