Table 9.

Community CMOs

Overarching CMO statement	Illustrative participant quotation
1. If someone shares a card they have made or received on social media, then it may reinforce their sense of community and belongingness and enhance wellbeing, because it reinforces being part of a wider, collective activity and counteracts more usual negative experiences of social media.	“You see on social media there’s like, you can see this you know 10,15, 100 other people exchanging and that adds to the warm fuzzies.” P19
2. If people post the card they received or see the card they made on social media, then it may add to wellbeing, because it lets the other person know the card was received and valued.	“Because I thought the card, the person has made a lot of effort into that card so it would be nice if they could see that it has been on Instagram.” P9
3. If people involve others in the card exchange (e.g., their families or colleagues) then it can add to wellbeing and a sense of connectedness, because it involves doing a fun activity together and pleasure from seeing others’ enjoyment in the process.	“That was fun to have that little community at work participate.” P1
4. If people share some information in their card about their culture or the area where they live, then this may increase people’s sense of wellbeing, because they feel connected and part of a community with people they might not otherwise have contact with.	“It could be beneficial for people who live in more homogenous communities to get post letters, cards from people from you know different communities, I think that’s really beneficial, you know when I see a non-Anglo Saxon name I’m like oh cool, like you know I’m writing to someone who I know is from a different ethnic background, so yes I think it could be helpful on that front, yes.” P2