Motivation to change one’s own alcohol use
Overall, the Available evidence on both mass media campaigns aiming to reduce alcohol and tobacco harm, show that campaign messages including reasons to make a change, so called “why-messages”, and messages that address long-term harms of alcohol, are more effective in strengthening motivation to change, compared to campaign messages focusing on Video 1, which did not decrease motivation to the same extent as the other two videos, included aspects of “why-messages”, as being a present parent and gaining respect from others. However, these social consequences do not seem as effective in eliciting motivation as messages on long-term and internal physical harm of alcohol use, which apply broader to all viewers [Future studies should also consider the emotional tone of videos. The alcohol harm literature suggests including a negative emotional tone, compared to a positive, elicit higher motivation to change [