How Targeted Ads Might Just Save Your Life | Sandersan Onie | TED

翻译人员: Michelle Xu 校对人员: suya f.

Sometimes I’ll be scrolling through my social media on my phone,

有时候当我在手机上刷社交媒体时，

and I'll get an ad.

不时会收到一条广告。

But how on Earth do they know that sometimes I snore so loudly

他们是怎么知道有时候我的鼾声如雷

my brother needs to wear earplugs the next room over?

以致于睡在我隔壁的 兄弟不得不戴上耳塞？

I think we're all familiar with this not-so-secret habit

我想我们都熟悉 科技行业这个公开的秘密，

of the tech industry,

where they use these complex algorithms to get to know who we are,

通过复杂的算法他们能知道我们是谁，

what we like, what we don't like.

我们喜欢什么以及不喜欢什么。

Also, they can tailor ads to us and sell us things.

他们还能向我们定向推送广告售卖商品。

But what if we could use this technology for good?

可是，如果我们把这个 技术用来行善会是怎样？

When I was diagnosed with depression in 2015,

2015年我被诊断患有抑郁症，

I had multiple intense suicidal episodes.

我曾经数次企图自杀。

At one point, it actually got so bad

最严重的一次，

that I spent the whole day planning out how I would die later that evening.

我用了一整天的时间策划 那天晚上要如何死去。

I was probably less than an hour away from ending my life

当离我结束生命还有 大概一个小时的时候，

when something saved me.

一件事救了我。

What was it?

那是什么呢？

Someone reached out.

有人给我打了个电话。

I now know that I'm not alone,

现在我知道了并非只有我是这样，

where in Australia, suicide is the leading cause of death

在澳大利亚，

for individuals aged between 15 to 44 years old.

自杀是15-44岁人群 最常见的死亡原因。

And for every single suicide death,

而每一位因自杀死亡的人，

there are 25 to 30 times the number of attempts.

都曾经历过25-30次自杀未遂。

Our recent research has even shown us

最新的研究甚至表明，

that less than half of people who attempt suicide

少于一半自杀未遂的人 会在事前寻求帮助。

will actually reach out for help prior,

meaning that if we are to reach them,

这意味着如果我们要去联系他们，

we need to meet them where they are.

我们需要去到他们所在的地方碰面。

I'm now a researcher who tries to understand, how can we do this?

作为一名研究人员，我试图 弄明白如果能做到这一点？

And the research tells us that people,

研究告诉我们，

most people who attempt suicide

大多数自杀未遂的人

or even think of suicide,

或者是有自杀意念的人，

don't actually want to die.

其实并不想死。

In fact, they're looking for any reason to continue on living.

事实上，他们在寻找 任何能够活下去的理由。

But what that tells us is that any sort of interruption,

而这告诉我们任何形式的干预，

whether it's a tap on the shoulder,

无论是拍拍肩膀，

a text message or even an internet pop-up,

发个短信，还是网上的一个弹窗，

could potentially save someone's life.

都可能挽救一条人命。

So for me, the question then becomes, how do we do this in a better way?

那么对我来说，问题是 我们如何能更好地做到这些？

How can we reach out in a more effective, rapid and far-reaching manner?

我们如何能以更高效快速、 更深远的方式和对方进行联系？

Well, we have great hotlines and emergency services in Australia,

在澳大利亚我们有很好的 热线电话和应急服务，

but they still require the individual to take the first step.

但它们都需要当事人采取第一步行动。

But another thing is,

但另一个问题是，

how on Earth are we supposed to know what a person’s thinking

当一个人什么都没说时，我们又 怎么能知道他心里到底在想什么？

or feeling if they're not speaking up?

One way is through their search behaviors.

一种方式是通过他们的搜索行为。

Because you and I both know

因为咱们都知道

we've searched things up on the internet

我们都曾经在互联网上搜索过永远 不可能去问另一个大活人的问题。

that we would never ask another living soul.

(Laughter)

（笑声）

Our struggles about suicide are no exception.

我们对自杀的挣扎也不例外。

And the research actually supports this.

研究结果其实证明了这一点。

For example, in one study,

比如在一项研究中，

the investigators went up to these individuals

研究者找到近期自杀未遂的人，

who had recently attempted suicide

and asked to see their anonymized search history.

请求查看他们的匿名搜索历史。

And in fact, these individuals had searched up keywords

事实上，这些人都搜索过

pertaining to suicide means and methodology

和自杀的方式方法、 绝望和孤独相关的关键词。

as well as surrounding hopelessness and loneliness.

Another finding that supports this

另一个支持这点的发现是，

and has been found in many different countries,

在许多不同的国家（和地区）， 比如日本、美国和台湾，

for example, in Japan, US and Taiwan,

is that the volume of internet searches for suicide-related terms

对自杀相关条目的网络搜索量

actually correlates with the national suicide rate.

和该国（地区）的自杀率正相关。

In a completely different field,

另一个完全不同领域的研究发现，

they found that us Australians,

我们澳大利亚人平均每周 花40个小时上网冲浪。

we spent about 40 hours a week on the internet.

And 93 percent of the time it starts on a search page.

93%的情况下我们会先打开搜索页。

So could it be that the search page be an ideal place to intervene?

那么搜索页会是一个理想的 开始实施干预的地方吗？

That's why in many countries, including Australia,

这也是为什么在包括 澳大利亚在内的许多国家，

if you search up suicide-related terms on the internet,

如果你上网搜索自杀相关词条，

you'll see a hotline banner, which is great,

你会看到一个热线横幅，这当然非常好，

but the research shows

但是研究表明不是每一位处在 自杀边缘的人会想要拨打热线电话。

that not everybody on the verge of taking their life

wants to call a hotline.

It's not as easy as picking up a phone and calling.

这可不像平时拿起电话拨打那么简单。

Internationally, many countries still don't have a sustainable hotline,

全球看来，许多国家仍没有 能持续运作的热线电话。

and even in Australia,

即便是在澳大利亚，

if you put in a combination of keywords in the search bar,

如果你对几个关键词进行组合搜索，

you're not going to be shown the hotline banner,

你将不再看到热线横幅，

but you're going to get information that might actually aid a suicide attempt.

而你看到的可能会是 助长自杀未遂的信息。

So what if we could use the same algorithms

那么如果我们能用像这些科技公司 给我们定向推送广告同样的算法

that these tech companies use to tailor ads to us

to be able to identify and reach out to individuals thinking of suicide?

去辨识并找到那些想要自杀的人呢？

And we use information, their age, gender, language and geography,

通过利用他们的年龄、性别、 语言和地理位置这些信息，

to do so in a deeply personal and engaging way.

我们以非常个性化且吸引人 的方式和他们沟通。

So what does this look like?

那会是什么样子？

Imagine, Amy, a 22-year-old girl living in Sydney.

试想一下，艾米， 一位22岁住在悉尼的女孩。

She lives with her housemates, and despite her cheerful demeanor,

她和室友住在一起，

尽管平时的言谈举止十分开朗， 她最近有了自杀的念头。

she's recently been having thoughts of suicide.

She's tried talking to her family members,

她曾试图和家人谈论此事，

but they haven't been particularly helpful.

但却并不是特别有帮助。

And today she turned to the search page to find a way to end it all.

今天她打开了搜索页面， 试图寻找结束这一切的方法。

And as she's searching, the algorithm triggers,

当她开始搜索的时候，算法启动了，

and on the very first line,

她在搜索结果的第一行看到了一则广告，

she sees an ad that leads her to a landing page.

指向一个登录页面。

And that landing page is designed to lead her away from a suicide attempt.

登录页面为打消她的自杀企图而设计。

Now, on that page,

在这个页面上，

she's not met with overly fluffy language or with directives,

她看到的不是空洞的语言或指令，

"You have to do this, you have to do that,"

“你应该这么做，你应该那么做。”

but rather, she's met with stories of other people

她看到的是和她有过 共同境遇的人的故事。

who've been where she is.

And after hearing their stories,

当听完别人的故事后，

she finally decides to seek help

她终于决定通过现成的 多种途径之一寻求帮助。

through one of the many options available.

We work together with a group of people that have thought of suicide,

通过和许多有过自杀意念、自杀未遂的人

that have attempted suicide

as well as lost someone to suicide,

或者经历过亲友自杀死亡的人一起工作，

where together, we come up with a list of keywords

我们总结出一个人们 可能搜索的关键词列表。

that people are likely to search.

We come up with what the ad is going to say,

我们讨论广告里应该说些什么，

and we come up with the look and feel of the landing page.

并且一同决定网页的设计风格。

Now, these ads and landing pages need to be as engaging as possible.

这些广告和登录页面 必须尽可能地吸引人。

Why is that?

为什么呢？

Because we don't know if we're only minutes away from an attempt.

因为我们不知道我们是否离一次 自杀企图仅有几分钟的距离。

That's why my team and I are using extensive targeting,

这也是为什我的团队和我 广泛应用精准触达方式，

for example, age, language, gender and geography,

比如年龄、语言、性别、地理位置，

to be able to reach out to these individuals

以非常个性化的方式联系到这些人，

in a deeply personal way

where we can use the tailoring

并为不同的人量身定制广告和登录页面。

to show different ads and landing pages to different people.

So in Australia, for example,

比如在澳大利亚，

what we found is that individuals who are in their teens, perhaps,

我们发现青少年

will resonate,

对不同的图片和文字产生的共鸣

and different imagery and different wording will resonate with them

than say, somebody in their 40s or 50s.

和四、五十岁的人完全不同。

For example, what we found

比如说，我们发现

is that the younger generation actually really like the calming

年轻人其实非常喜欢让人 平静的、分散注意力的事物。

and distracting resources.

They really like the breathing exercises.

他们非常喜欢呼吸练习。

Whereas the older generation,

而老一代却不想看到任何这些东西，

they don’t want to see any of that,

and they prefer direct, no-nonsense, straight-to-the-point language.

他们喜欢直截了当、 没有废话、一针见血的语言。

So in Amy's case, that's what she'll see.

所以艾米看到的页面是这样的。

But imagine Robert,

但试想一下罗伯特，一位 55岁住在昆士兰乡下的男士。

a 55-year-old man living in rural Queensland.

Due to the recent economic downturn,

近期的经济衰退让他承受了巨大的压力。

he's been under a tremendous amount of stress.

And because he's the breadwinner and the man of the family,

由于他是家里的经济支柱和一家之主，

he feels that he cannot talk to anyone.

他觉得自己不能和任何人谈论此事。

Something we know that is not true.

虽然我们知道这并不是事实。

And so he turns to the search page

所以他打开了搜索页

to find out what would happen to his life insurance policy

想要弄明白如果自杀的话 他的人寿保险政策会怎样，

in the event of a suicide,

because he's still thinking about his family.

因为他心里还惦着家庭。

And as he goes there,

当在网上搜索时，

because his age group indicated they want direct,

因为他的年龄层希望看到直接的、 没有废话、有助于解决问题的语言，

no-nonsense, problem-solving language,

that's what he'll be shown.

展示在他眼前的就是这些。

And on every single landing page, there's a welcome video.

每一个登录页面上都有一段欢迎视频。

And the person welcoming you to that welcome video

视频里和你打招呼的都是 与你年龄相仿的人。

is somebody from your age group.

This is so that for every single person in that dark time,

也就是说，每一个处在至暗时刻的人

they'll be shown an ad and landing page tailored as closely as possible to them.

都将被展示一个尽可能为他们 度身定制的广告和登录页面。

Now we've run this trial in Australia and what did we find?

我们在澳大利亚进行了试运行， 我们发现了什么？

In just 19 days,

在短短19天的时间里，

our campaign reached over 120,000 people

我们的活动触达了12万人

searching up distress and suicide-related keywords.

在网上搜索和抑郁症或 自杀相关的关键词。

Now when they're on the page,

当他们在浏览网页时，

we want them to consume content

我们希望他们接收到可能 有助于他们打消自杀念头

that is likely to lead them away from a suicide attempt

and that is going to promote help-seeking.

并且寻求帮助的内容。

Now, the industry standard for engagement is approximately three percent.

行业对互动率的参考标准大约是3%。

That is, three percent of individuals who land on the page

也就是说，3%登录网页的人 会和网页进行深度互动。

will engage with the page in a meaningful way.

We found an engagement rate of over 22 percent.

而我们的互动率达到了22%以上。

That's over seven times the industry average,

这高出了行业标准的七倍，

suggesting there's a real need for this type of intervention.

也意味着这样的干预着实有必要。

Furthermore, we're also developing pages for Aboriginal

此外，我们还在设计针对 澳大利亚的原住民和托雷斯海峡岛民

and Torres Strait Islanders

as well as Mandarin-speaking populations in Australia.

以及华语人群的网页。

Now we're doing this in several different countries in several different ways.

我们在不同的国家有不同的做法。

For example, in Indonesia, where I'm from,

比如说，在我的家乡印度尼西亚，

mental health stigma is so bad

精神健康的病耻感非常严重，

that your own family might put you in a makeshift cage

如果你有精神障碍，就可能 会被家人关进临时的笼子里。

for having a mental disorder.

And there are over 21 unique regional dialects.

而我们有21种以上截然不同的方言。

Now we're using geographic targeting

通过地域定向，我们在网页上 对不同区域的人使用对应的方言。

to show different dialect pages to different locations.

For example, if you live in Semarang in central Java,

比如，如果你住在中爪哇省的三宝垄，

you'll see the ad and landing page in bahasa Java.

你看到的广告和登录 页面显示的是爪哇语。

If you live in Palembang,

如果你住在巨港，

you're going to see the page in bahasa Palembang.

你将看到用巨港语显示的网页。

Now our pages are already being used in Kidul Mountain,

我们的网页现在已经 可以在基杜尔山使用，

which is an area with some of the highest suicide rates

那里也是印尼全国自杀率最高的区域。

in the entire country.

And we're getting reports that it's resonating really well

我们不断收到反馈说 这很好地契合了人们的需求。

with people.

Why is that?

这又是为什么呢？

Because when you speak the national language,

因为当你说国家官方语言时，

you speak to their minds.

你在和他们的头脑说话。

But when you speak the regional language,

而当你说他们从小到大一直说的方言时，

the language they spoke growing up,

you speak to their hearts.

你在和他们的心灵对话。

I'd like to leave you with this.

最后我想说的是，

We have an entire industry with the technology,

我们拥有一整个高度发达的行业，

the data and the means to reach out to people who need it.

有大量技术、数据和方法能在 人们有需要的时候联系上他们，

Rather than just tailor ads to them and sell them things.

而不仅仅只是向他们推送广告售卖商品。

And this cannot replace.

虽然这无法取代人际关系和社群，

the role of relationships and communities.

But given that most people still don't seek help prior to a suicide attempt,

但是考虑到大多数人从未在 自杀未遂前寻求过帮助，

this could play an important piece of the puzzle

这可能成为解开谜团的重要部分，

in making sure that every single person in their dark time

确保每个身处至暗时刻的人

is met with an outstretched hand the same way someone saved me.

都能碰到一只主动伸过去的手， 就像我被救那样。

Whether it’s a tap on the shoulder,

无论它是拍拍肩膀，

a text message

一条短信，

or even an internet ad.

还是一则互联网广告。

Thank you.

谢谢。

(Applause)

（掌声）