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

譯者: Lilian Chiu 審譯者: Shelley Tsang 曾雯海

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

有時，我在滑我的手機 看我的社群媒體時，

and I'll get an ad.

有廣告會跳出來。

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

但他們到底怎麼會知道

有時我打鼾實在太大聲，

my brother needs to wear earplugs the next room over?

我隔壁房間的弟弟會需要戴耳塞？

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

我想我們都很熟悉科技業 這種已經不算是秘密的習慣，

of the tech industry,

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

他們會用複雜的演算法來

了解我們是什麼人、 喜歡什麼、不喜歡什麼。

what we like, what we don't like.

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

他們也會為我們量身訂做 廣告並讓我們買東西。

But what if we could use this technology for good?

但如果我們把這項技術 用在好的地方呢？

When I was diagnosed with depression in 2015,

2015 年我被診斷出憂鬱症，

I had multiple intense suicidal episodes.

我不只一次有強烈的自殺情緒。

情況一度惡劣到

At one point, it actually got so bad

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

我花一整天的時間計畫 我那晚要怎麼死。

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

就在我要結束自己的 生命前不到一小時，

when something saved me.

有樣東西拯救了我。

What was it?

是什麼救了我？有人伸出了援手。

Someone reached out.

I now know that I'm not alone,

我知道我並不孤單，

where in Australia, suicide is the leading cause of death

在澳洲，自殺是十五歲到

for individuals aged between 15 to 44 years old.

四十四歲的人主要的死因之一。

And for every single suicide death,

每有一次自殺身亡，

就有二十五次到三十次 嘗試自殺未遂。

there are 25 to 30 times the number of attempts.

Our recent research has even shown us

我們近期的研究甚至顯示

that less than half of people who attempt suicide

試圖自殺的人當中， 只有不到一半的人

will actually reach out for help prior,

先前有向外求助過，

meaning that if we are to reach them,

意即，若我們要接觸他們， 我們就得到他們所在之處。

we need to meet them where they are.

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

我現在是名研究者，試著想 了解我們要如何做到這一點。

And the research tells us that people,

而研究告訴我們，

大部分嘗試自殺的人

most people who attempt suicide

or even think of suicide,

或甚至有自殺念頭的人，

don't actually want to die.

其實並不是真的想死。

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

事實上，他們還在尋找 任何繼續活下去的理由。

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

但那告訴我們的是， 用任何方式打斷，

whether it's a tap on the shoulder,

不論是拍一下肩膀、傳一個訊息，

a text message or even an internet pop-up,

或甚至網路上的彈出廣告，

could potentially save someone's life.

都有可能拯救某個人的性命。

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

對我來說，問題就變成了我們 要如何把這件事做得更好？

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

我們要如何更有效、快速， 大範圍地提供協助？

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

在澳洲我們有很棒的 熱線電話和緊急服務，

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

但都需要當事人自己踏出第一步。

But another thing is,

但還有一個問題： 我們到底要如何知道

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

別人在想什麼或有什麼感受， 如果他自己都不肯說？

or feeling if they're not speaking up?

One way is through their search behaviors.

有個方法，那就是 透過他們的搜尋行為。

Because you and I both know

因為你我都知道，

we've searched things up on the internet

我們都曾經在網路上搜尋過 我們絕對不會問任何活人的事。

that we would never ask another living soul.

(Laughter)

（笑聲）

Our struggles about suicide are no exception.

我們掙扎著想要自殺時 也沒什麼不同。

And the research actually supports this.

且研究確實支持這個論點。

For example, in one study,

比如，在一項研究中，調查者 去找近期試圖自殺的人，

the investigators went up to these individuals

who had recently attempted suicide

and asked to see their anonymized search history.

請他們匿名提供 他們的搜尋歷史記錄。

And in fact, these individuals had searched up keywords

事實上，這些人曾經 搜尋過的關鍵詞包括

pertaining to suicide means and methodology

和自殺手段和方法有關的詞

as well as surrounding hopelessness and loneliness.

以及和失去希望及寂寞有關的詞。

Another finding that supports this

在許多不同的國家還有 另一項發現也支持這個論點，

and has been found in many different countries,

for example, in Japan, US and Taiwan,

比如，在日本、美國， 和台灣都有發現

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

網路上自殺相關字詞的搜尋量

actually correlates with the national suicide rate.

和全國自殺率有相關性。

In a completely different field,

在一個完全不同的領域中， 有人發現我們澳洲人

they found that us Australians,

we spent about 40 hours a week on the internet.

一週大約花四十小時在網路上。

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

有 93% 的情況下

上網第一件事都是搜尋。

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

如果想干預，搜尋網頁有沒有 可能是個理想的起始點？

That's why in many countries, including Australia,

那就是為什麼許多國家，包括澳洲，

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

當你上網用和自殺 相關的字詞做搜尋時，

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

你會看到熱線的橫幅廣告，這很棒，

but the research shows

但研究顯示，

that not everybody on the verge of taking their life

並非每個在自殺邊緣的人 都會想要打熱線電話。

wants to call a hotline.

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

這並不像是拿起電話 並撥打那麼容易。

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

國際上許多國家仍然沒有 可以持續維護的熱線，

and even in Australia,

就連在澳洲，如果你把 關鍵字的組合放到搜尋框裡，

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

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

你並不會看到熱線橫幅廣告，

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

反而會得到可能有助於 嘗試自殺的資訊。

So what if we could use the same algorithms

如果這樣如何：

我們可以用這些科技公司 為我們量身訂做廣告的演算法，

that these tech companies use to tailor ads to us

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

來找出有自殺念頭的人 並向他們伸出援手？

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

我們運用他們的資訊，如年齡、 性別、語言，和地理所在，

to do so in a deeply personal and engaging way.

來用非常個人化且能吸引 他們的方式來伸出援手？

So what does this look like?

這會是什麼樣子的？

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

想像一下，二十二歲的 女孩艾咪住在雪黎，

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

她和室友同住， 儘管她看起來很愉快，

she's recently been having thoughts of suicide.

她最近卻一直有自殺的念頭。

She's tried talking to her family members,

她試過和家人談，

but they haven't been particularly helpful.

但他們沒什麼幫助。

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

今天她轉向搜尋網頁， 想找個讓一切結束的方式。

And as she's searching, the algorithm triggers,

她在搜尋時，演算法被觸發， 她看到的第一行就是一則廣告，

and on the very first line,

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

廣告會帶她進入 登陸頁面（引導銷售用）。

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

那登陸頁面的設計 是要帶她遠離試圖自殺。

Now, on that page,

在那頁面上，

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

她沒有看到過度花俏的用語

或「你得這樣做， 你得那樣做」的指示，

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

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

她看到的反而是別人的故事，

who've been where she is.

這些人都走過她的經歷。

And after hearing their stories,

聽了他們的故事之後，

she finally decides to seek help

她終於決定要尋求協助，

through one of the many options available.

有許多選項可以選， 她採用了其中之一。

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

我們和一群人合作， 他們曾經想過要自殺，

that have attempted suicide

嘗試過自殺，

as well as lost someone to suicide,

以及失去了某位選擇自殺離開的人，

where together, we come up with a list of keywords

我們一起把大家很可能 搜尋的關鍵字整理成清單。

that people are likely to search.

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

我們想出廣告上要寫什麼，

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

我們也設計出 登陸頁面的外觀和感受。

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

這些廣告和登陸頁面 必須要盡可能有吸引力。

Why is that?

為什麼？因為我們不知道

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

我們與自殺嘗試的距離 是否只有一分鐘。

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

那就是為什麼我和我的團隊 在做廣泛的目標定向，

for example, age, language, gender and geography,

考量如年齡、語言、 性別，和地理所在。

to be able to reach out to these individuals

才能以非常個人化的方式 向這些人伸出援手，

in a deeply personal way

where we can use the tailoring

我們可以用量身訂做，

to show different ads and landing pages to different people.

針對不同的人在登陸頁面上 顯示不同的廣告。

So in Australia, for example,

所以，比如，在澳洲，

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

我們的發現是， 年齡可能在十多歲的人

will resonate,

會有共鳴，

and different imagery and different wording will resonate with them

且不同的意象和不同的用詞 讓他們共鳴的程度高於

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

比如四十或五十多歲的人。

For example, what we found

比如，我們發現較年輕的世代

is that the younger generation actually really like the calming

其實很喜歡能讓他們 平靜和分心的資源。

and distracting resources.

They really like the breathing exercises.

他們很喜歡呼吸練習。

Whereas the older generation,

而較年長的世代 則完全不想看到那些，

they don’t want to see any of that,

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

他們偏好直接、不鬼扯、 一針見血的表達方式。

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

在艾咪的例子中， 那就是她會看到的。

But imagine Robert,

但，想像一下住在昆士蘭 鄉村地區的五十五歲男子勞勃。

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

Due to the recent economic downturn,

因為近期的經濟衰退，他承受非常

he's been under a tremendous amount of stress.

巨大的壓力。

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

因為他是負責賺錢養家的人 也是家中的男人，

he feels that he cannot talk to anyone.

他覺得他不能跟任何人談這些。

我們知道並不是如此。

Something we know that is not true.

And so he turns to the search page

所以他上了搜尋網頁，想查出

to find out what would happen to his life insurance policy

如果他自殺了， 他的壽險保單會如何，

in the event of a suicide,

因為他還在為家庭著想。

because he's still thinking about his family.

And as he goes there,

當他去搜尋時，因為他的 年齡層屬於想要直接、

because his age group indicated they want direct,

no-nonsense, problem-solving language,

不鬼扯、解決問題的表達方式，

that's what he'll be shown.

他就會看到這樣的內容。

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

在每一個登陸頁面上 都有一支歡迎影片。

And the person welcoming you to that welcome video

歡迎影片中歡迎你的人 和你屬於同樣的年齡層。

is somebody from your age group.

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

這樣的目的是要讓每個陷入低潮的人

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

都能看到盡可能

量身訂做到和他們 很相近的廣告和登陸頁面。

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

我們在澳洲進行了測試， 結果發現什麼？

In just 19 days,

在僅僅十九天內，

our campaign reached over 120,000 people

我們的活動計畫接觸到了 超過一萬兩千人，

searching up distress and suicide-related keywords.

都是使用和苦惱及自殺 相關的關鍵字來搜尋的人。

Now when they're on the page,

他們在看頁面時， 我們希望他們能觀看的內容

we want them to consume content

that is likely to lead them away from a suicide attempt

能夠引導他們遠離嘗試自殺，

and that is going to promote help-seeking.

並能促使他們去尋求協助。

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

在業界，標準的網頁 互動率大約是 3%。

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

也就是說，進入到 該網頁的人當中有 3%

will engage with the page in a meaningful way.

會透過網頁做有意義的互動。

We found an engagement rate of over 22 percent.

我們的互動率超過 22%。

That's over seven times the industry average,

比業界平均值高七倍以上，

意味著真的有人需要這種干預方式。

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

Furthermore, we're also developing pages for Aboriginal

我們又進一步開發了一些頁面，

來協助原住民、托雷斯海峽島民、 以及在澳洲說中文的人口。

and Torres Strait Islanders

as well as Mandarin-speaking populations in Australia.

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

我們在好幾個國家， 用好幾種不同的方式來實做，

比如，在我的家鄉印尼，

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

mental health stigma is so bad

心理健康的汙名問題很嚴重，

that your own family might put you in a makeshift cage

嚴重到你自己的家人

都可能因為你有心理疾病 而將你關進臨時的籠子裡。

for having a mental disorder.

And there are over 21 unique regional dialects.

且該國有二十一種地區性的方言。

Now we're using geographic targeting

現在我們採用地理目標定向，

to show different dialect pages to different locations.

針對不同的地區， 呈現不同方言的網頁。

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

比如，如果你住在 爪哇中部的三寶壟，

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

你看到的廣告和登陸頁面 都會是爪哇語的。

If you live in Palembang,

如果你住在巨港，

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

看到的網頁則會是巨港語的。

Now our pages are already being used in Kidul Mountain,

基杜爾山已經在使用我們的網頁，

which is an area with some of the highest suicide rates

該地區是全國自殺率 最高的地區之一。

in the entire country.

我們得到的報告顯示大家很有共鳴。

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

with people.

Why is that?

為什麼？

Because when you speak the national language,

因為如果你說官方國語，

you speak to their minds.

你說的話是進到他們的大腦。

But when you speak the regional language,

但當你說地區性的語言，

the language they spoke growing up,

他們從小到大說的語言，

you speak to their hearts.

你說的話是進到他們的心。

I'd like to leave you with this.

我最後想留給大家的訊息是：

We have an entire industry with the technology,

我們有一整個產業，

它擁有技術、資料，和手段可以 去援助那些需要援助的人。

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

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

而不只是針對他們量身訂做 廣告，賣東西給他們。

And this cannot replace.

這無法取代

the role of relationships and communities.

關係和團體的角色。

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

但在大部分人在嘗試自殺時 仍然不會去尋求協助的前提下，

this could play an important piece of the puzzle

這可能是很重要的一片拼圖，

in making sure that every single person in their dark time

可以協助確保每一個人

在低潮的時候

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

都能有人向他們伸出手， 就像我被別人拯救那樣。

Whether it’s a tap on the shoulder,

不論是輕拍一下肩膀、

a text message

傳一個訊息，

or even an internet ad.

或甚至網路上的廣告。

Thank you.

謝謝。

(Applause)

（掌聲）