What people talk about when they talk about quitting

As part of an ongoing project to explore the design of behaviour-change technology for smoking cessation, we analysed a successful community who come together on the popular Reddit website to discuss quitting and to encourage each other's quit attempts. We found that users remain anonymous but identify according to their quit stage. We examined the form and content of posts, finding that narratives about people and events are more common than other rhetorical forms. Many speak of ongoing struggles with quit attempts. Our analysis reveals forms of sociality spontaneously enacted in a self-managed community of quitters. We compare our results with earlier work on social media and behaviour change.