Click through
rate
176
Above industry benchmark
Average of 3 mins
spent on site
373
Above industry benchmark
3.3% of users
called help services
42
Above industry benchmark
LIVIN are one of Australia’s most innovative mental health and suicide
prevention organisations. Over 65,000 Australians attempt suicide every year. 9 people die every day. The warning signs of suicide 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. Working with Google, we identified the most high-risk search terms to create an Al-powered targeting algorithm that identifies suicidal individuals online.
Then via retargeting banners and videos, we surrounded this audience with crowd-sourced messages support, encouraging them to seek help.
The campaign directs them to a digital experience designed in consultation with clinical psychologists, ensuring that every element was tailored to reduce anxiety and inspire hope. Minimalist UX/UI design that prioritised simplicity, with calming colour palettes and clear calls to action guiding users towards support services.
Data showed this audience is most active from 12-4 am when demand for ad space is low, allowing us to take over every ad they see, following them across the internet.
