Results
Of 848 participants who entered the study, 72% (n = 655), completed the baseline measures and were randomized (Fig. 
Consort flow diagramThe majority of participants were female (75%) and the mean age was 43 (SD 14). A majority, 68%, had an employment, while circa 20% were students (Table 
Demographic of participants who completed the follow up measures1) Alcohol use, assessed with AUDIT C, total score ranging from 0 to 12. Total scores of three or above for women and four and above for men indicate hazardous alcohol useThe time for completing the survey did not differ between groups chi2 [
Survey duration and proportion of the participants who endorsed seeing the campaign film before the studyAwareness varied between which video the participants were randomized to. Almost three out of four endorsed having seen video 1 before this study, one in five endorsed having seen video 2, while only 2% endorsed having seen video 3 before, chi2 [The mean score on public stigma was 33.28 (SD 10.22, median 32) at baseline (Table 
Mean, SD and median of each variable, at pre and post measure, presented according to randomization groupAmong participants randomized to video 1 and 3, a decrease in public stigma was seen from baseline to follow-up (Fig. 
 Estimates of change from pre to post measure presented according to randomization with 95% CIIn all three conditions, a decrease in motivation to change own alcohol use was seen from pre to post measure. There was a larger decrease in motivation among participants randomized to video 2 compared to video 1. Cohen’s Among participants randomized to video 2, a decrease in motivation to seek information about treatment for AUD was seen from baseline to follow-up, with Cohen’s No change in motivation to talk to someone else, motivation to seek treatment for AUD or self-stigma was found.