Conclusions
Video materials focusing on recovery and reducing the perception of differentness have an immediate effect on decreasing public stigma associated with AUD. The unexpected detrimental effects highlight the need for careful considerations, use of theoretical frameworks and stakeholder involvement in the development of video materials. There is a need to develop other types of messages or interventions to increase motivation to seek treatment for AUD, motivation to talk to someone else and reduce self-stigma. We suggest future studies focus on messages aimed to the general population rather than targeted communication.