BCM Group and LIVIN have partnered to launch a digital suicide prevention campaign, the “Inter[NET]vention,” that combines insights from search data with AI-targeting algorithms to identify individuals searching online with a suicidal mindset. The campaign re-targets them with crowd-sourced messages of support from people with lived experience.
BCM Group and LIVIN are calling for businesses and marketers to donate 0.09 percent of their digital ad budget – in place of the 9 lives lost a day to suicide – to keep the campaign running and help as many people as possible.
The pilot program, powered by partnerships with Yahoo, Newscorp, IAS, NZME, and DoubleVerify has shown the efficacy of the initiative, with digital retargeting ad click-through rates 117 per cent above the industry benchmark for banner ads, and targeted individuals spending an average of 2 minutes on the destination page, 40 percent longer than the average website engagement. Most importantly, 3.3 per cent of website users interacted with help services.
“Digital campaigns like this one have the potential to be incredibly effective due to their broad reach and immediacy. They provide a platform for sharing authentic stories and messages of hope, which really hits home for individuals in distress. This approach encourages help-seeking behavior, offering an alternative to the devastating choice of ending one’s life, which occurs every 2.5 to 3 hours in Australia,” said LIVIN head psychologist, Luke Foster.
“Cognitive constriction (a narrowed, all-or-nothing thinking pattern) can make individuals feel trapped with no way out. When in this state, people may struggle to see alternatives, and for some, suicide can seem like a viable option. However, it’s crucial to recognise that this perception is a result of distorted thinking, not reality.
“This campaign uses distraction activities to break through that mental blockade, redirecting focus and offering fresh perspectives. The distraction wall is a standout feature, helping to interrupt negative thought patterns and open up new, more hopeful possibilities,” added Foster.
“Data shows this audience is most active from 12-4 am when demand for ad space is low, allowing us to take over every ad this audience sees with a minimal investment. Taking into account results to date, it’s possible that with as little as $500 we could secure up to 120,000 exposures to crowd-sourced messages, driving upwards of 300 at-risk people to the destination site,” said head of strategy BCM, Dave Mooney.
Global dental education group, Ripe Global is the first organisation to donate to the initiative.
“Dentistry is plagued with mental health issues, burn out, and high suicide rates. So initiatives like these are incredibly important to us. It’s amazing for RIpeGlobal to be able to partner with LIVIN, BCM and media brands and utilise latest technology to help prevent suicide,” said CEO and founder of Ripe Global, Lincoln Harris.
“Working with BCM on this campaign has been a privilege. Unfortunately too many people have all been touched by suicide in some way, and to be a small part of helping to change the stats, but more importantly, be there in moments of need, and essentially help save lives is so much bigger than media,” said Lucinda Pfitzner, QLD director of Yahoo.
