Strengths and limitations
The use of self-report measures, can pose an increased risk of socially desirable answers. A stigma questionnaire measuring differentness was used, which is considered to impose less risk of bias [Moreover, the study focused on immediate effects of randomization to different videos. This exposure may not be transferable to a real-world context, where exposure to campaign videos can occur repeatedly. Future studies should include a longer follow up, especially for interventions aiming to reduce stigma [The level of public stigma associated with AUD reported in this study, was lower compared to a recent study which included participants from the general Danish population [An important strength of the study is the double-blinded design, where the participants were blinded for the randomization and the researchers for the allocation, which ensures validity by minimizing observer bias and researcher bias. Also, that the study is conducted by independent researchers, not involved in the development of the campaign, which can contribute with new perspectives and insights.