Challenging the Public Stigma of Alcohol Use Disorder in the UK Using Video 'Education' and 'Contact' Interventions: A Pilot Study

Public stigma negatively impacts people with alcohol use disorder; yet, few interventions exist to reduce it. This quasi-randomised controlled pilot study aimed to evaluate the feasibility and efficacy of three such interventions. Participants (539 UK-based adults) watched a video presenting myths and facts about AUD ('education'), personal testimonies about AUD ('contact'), a combination of both ('education and contact') or a control video. Feasibility was assessed by examining recruitment capability, study retention and data quality, and participant satisfaction with the study's procedures and interventions. Efficacy was assessed using self-report, public stigma measures issued at pre-test, post-test and 1-month follow-up. Stigma reduced significantly more in the intervention groups than in the control group at post-test and follow-up. Feasibility was generally high, though could be improved by shortening video length and enhancing video production quality. Education and contact videos are promising interventions for public AUD stigma, and merit further investigation.