Table 3.

Content themes of the 1876 campaign-related tweets. Data source: Original content tweets.

Theme		Description	Tweet count n (%)	Retweet n (%)	Original tweet n (%)
Expressing emotions		Tweets that include topics such as speaking up, opening up, talking about uncomfortable issues, breaking down stigma, and crying	710 (100.0)	550 (77.5)	160 (22.5)
Mental health issues
	Mental health	Tweets that indicate mental health, depression, or posttraumatic stress disorder, or include materials and links that discuss these topics, or use the hashtag mental health	410 (100.0)	300 (73.2)	110 (26.8)
	Suicide	Tweets that indicate suicide or suicide prevention, or include materials and links to sites that discuss these topics, or use the hashtag suicide	182 (100.0)	140 (76.9)	42 (23.1)
Men’s issues
	Being a man	Tweets that discuss the concept of masculinity or challenge the concept of masculinity	165 (100.0)	125 (75.8)	40 (24.2)
	Fathering and raising boys	Tweets that encourage discussion about what it means to be a father and raising boys	82 (100)	63 (77)	19 (23)
Help-seeking
	Providing options for help	Tweets that provide information on help services and encourage their use	165 (100.0)	147 (89.1)	18 (10.9)
	Help-seeking other	Tweets mentioning other content on help-seeking (ie, not about providing options for help)	96 (100)	79 (82)	17 (18)
	Personal stories	Tweets relating personal stories, written in the individual’s own voice, and revealing detail about the person (not commentaries or statements)	101 (100)	61 (60)	40 (40)
	Supporting others	Tweets about providing support to others, support options and general advice	78 (100)	63 (81)	15 (19)