“Smoking Is Sóóó ... Sandals and White Socks”: Co-Creation of a Dutch Anti-Smoking Campaign to Change Social Norms

Figures & data

Table 1. Domains

Domain		Smoking is sóóó…	Roken is zóóó…
Big (planned) event	Events that involve a lot of people or spectators	Fainting on a festival Losing to Costa Rica	Out gaan op een festival Verliezen van Costa Rica
Eating, drinking, & stimulants	Types of food and drinks, ways of eating and drinking, buying and preparing it, alcohol and drugs	Decently drinking beer Tomato juice	Netjes bier drinken Tomatensap
Hobby/hype	Activities, things, or communities that are or were trendy or done/liked by a lot of people	Gangnam Style Making selfies	Gangnam Style Selfies maken
Technology &innovation	Old or new hardware/software and other obsolete things that are replaced by innovations	Playstation 1 Paying with guilders	Playstation 1 Met guldens betalen
Person/group	Specific persons, celebrities, or groups of persons that form a program or band	Madonna Men who underestimate women	Madonna Mannen die vrouwen onderschatten
Sex/relation	Activities and situations that have to do with sexual/romantic relations and sexual inclination	Marrying your own sister Sex on the washing machine	Met je eigen zus trouwen Seks op de wasmachine
School	Things or activities that have to do with school and not going to school	Getting good grades! End of the Christmas holidays	Voldoendes halen! Eind kerstvakantie
Transport	Vehicles, ways of transport and moving	Tailgating Making a wheelie	Bumperkleven Wheelie maken
Campaign	Utterances about the campaign and the Dutch Cancer Society	Tweets about “smoking is sóóó”	Tweets over “roken is zóóó”
Personal features	Personal physical, external, verbal, mental features	Wearing Uggs White leggings	Uggs dragen Witte legging
Social norm	Behavior that is seen as indecent by the general norm	Throwing litter in the street	Afval op straat gooien

Table 2. Distribution of valence, type, and domain of the utterances created by the campaign or target audience.

	Campaign n (%)		Target audience				Total		Statistics
			Twitter n (%)		Facebook n (%)
Valence of slogan
Positive	4	5.1%	20^b	15.0%	14	6.1%	38	8.6%	χ^2(2) = 10.05, p < 0.01, Cramer’s V = 0.15
Negative	26^a	32.9%	73^b	54.9%	111	48.5%	210	47.6%	χ^2(2) = 9.74, p < 0.01, Cramer’s V = 0.15
Type of utterance
Metonymy and attribution	4	5.1%	2^a	1.5%	40^b	17.5%			χ^2(2) = 25.92, p < 0.001, Cramer’s V = 0.24
Comparison	75	94.9%	131^b	98.5%	189^a	82.5%
Domain of the comparison
Personal features	30	38.0%	61	45.9%	91	39.7%	182	41.3%	χ^2(2) = 1.45, p = 0.48
Hobby/hype	27^b	34.2%	17^a	12.8%	41	17.9%	85	19.3%	χ^2(2) = 14.98, p < 0.01, Cramer’s V = 0.20
Person/group	6	7.6%	25	18.8%	31	13.5%	62	14.1%	χ^2(2) = 4.57, p = 0.10
Social norm	9	11.4%	19	14.3%	26	11.4%	54	12.2%	χ^2(2) = 0.26, p = 0.88
Big (planned) event	6	7.6%	15	11.3%	31	13.5%	52	11.8%	χ^2(2) = 3.82, p = 0.15
Technology & innovation	15^b	19.0%	18	13.5%	7^a	3.1%	40	9.1%	χ^2(2) = 18.48, p < 0.001, Cramer’s V = 0.22
Sex/relation	6	7.6%	15	11.3%	16	7.0%	37	8.4%	χ^2(2) = 1.02, p = 0.60
Eating, drinking, & stimulants	6	7.6%	14	10.5%	15	6.6%	35	7.9%	χ^2(2) = 0.81, p = 0.67
School	1	1.3%	11	8.3%	4	1.7%	16	3.6%	Not enough cases for reliable statistical testing
Transport	6	7.6%	2	1.5%	8	3.5%	16	3.6%	Not enough cases for reliable statistical testing
Campaign	0	0.0%	7	5.3%	0	0.0%	7	1.6%	Not enough cases for reliable statistical testing

Note. The corpus included 79 campaign slogans, 133 target audience slogans from Twitter, and 229 from Facebook, which sums up to a total of 441 slogans. The superscript a means “less than expected” and b “more than expected” based on standardized residuals. Slogans could be annotated as positive, negative, or neither, and could be categorized under more than one domain. Metonymy and attribution were combined into one category for statistical testing, because separately they did not have enough cases for a statistical test to be reliably performed.