Empathic vs. Informational Messaging in Search Ads for Suicide Prevention: A Field Study in Tokyo

Background: Although search-based advertising has been used for suicide prevention, the ad message type that most effectively promotes access to support information among users searching for life issues related to suicide risk remains unclear.Aims: This study examined the types of ad messages that promote access to support information for users searching for life issues.Method: We displayed advertisements in Tokyo to users who searched for keywords related to six life issue areas (perinatal women, domestic violence, addiction, depression, sexual minorities, and child abuse). Four advertisement types were combined: two headlines (empathic vs. informational) and two descriptions (with vs. without expertise). The outcomes were ad click and conversion rates for the three landing-page actions (self-check for mental health, self-care, and consultation services).Results: Empathic headlines increased click and self-check rates, suggesting their effectiveness in promoting early-stage engagement. In contrast, informational headlines were effective in promoting access to consultation services. Expertise cues decreased access to self-care and consultation services, yet increased access to self-care with empathic headlines.Limitations: This study examined a limited set of ad elements, was conducted in Tokyo for a limited period, and used Japanese-language advertisements and webpages. Additionally, conversion outcomes may have been influenced by the structure of the multifunction landing page.Conclusion: Empathic messages facilitate early-stage behaviors, whereas informational messages promote access to information about consultation services. These findings highlight the importance of tailoring ad messages to users’ stage of help-seeking and life issue areas in digital suicide prevention strategies.