The Inter[NET]vention
BCM partnered with LIVIN to launch “The Inter[net]vention,” a campaign designed to unlock the next phase of community participation in suicide prevention. By harnessing AI-powered technology, we developed a strategy that identifies and supports individuals at high risk of suicide online, providing critical intervention when it’s needed most.
Task
To build a digital experience that identifies individuals at high risk for suicide, surrounds them with supportive content, and guides them toward professional help—all while creating a user experience designed to reduce stress and anxiety.
Over 65,000 Australians attempt suicide every year, and eight people die by suicide daily. Many at-risk individuals remain invisible to friends and family, but their online behaviour offers an opportunity for intervention.
BCM and LIVIN partnered to create “The Inter[net]vention,” a campaign that uses AI to find people exhibiting high-risk behaviours online and provide them with targeted support and resources to get help.
Over 28,000 people search for high-intent suicide-related content each month. Using over 200,000 keywords and emotion-based signals, we built an AI-powered targeting algorithm capable of identifying individuals at risk of suicide.
Once identified, these individuals were shown banners and videos with messages of encouragement and support, leading them to a tailored digital experience where they could find help.
We learned that this audience is most active between 12 am and 4 am, a time when support systems are often unavailable. By taking over the ad spaces they encountered during these hours, we were able to create an environment of care and support during their most vulnerable moments.
Our approach focused on creating a digital experience that was supportive, non-judgmental, and easy to navigate. We developed a frictionless, minimalist UX/UI design that prioritised simplicity, with calming colour palettes and clear calls to action guiding users towards support services.
The platform was built with crowd-sourced support messages, allowing real people to share their stories of survival and encouragement. Additionally, the content was created in consultation with clinical psychologists, ensuring that every element was tailored to reduce anxiety and inspire hope.
Our AI-powered platform and website effectively engaged at-risk individuals, offering a clinically safe, supportive experience. The minimalist design, focused on calming elements and simple navigation, helped retain users on the site, increasing their likelihood of accessing support services. Through this careful design, we succeeded in lowering user anxiety and promoting positive engagement during moments of crisis.