We all have that friend, the one with the seemingly perfect jetsetter lifestyle and a drink always in their hand. This is Louise Delage. Her account showing off her worldly life with the coolest experiences popped up on Instagram and drew the attention of many (19,000 people to be exact). She was an overnight sensation, yet no one knew who she was. Her secret is finally being revealed.
The truth: she’s fake. Or her account is, specifically.
Louise was actually a campaign launched by the production company Francine Framboise for Addict Aide as a way to raise awareness of alcohol addiction.
“We were briefed on the difficulty of detecting the addiction of someone close to you—a friend, a child or a parent,” BETC president and creative director Stéphane Xiberras Paris tells AdFreak. “We thought an interesting way of showing it would be to create a person people would meet every day but whom we’d never suspect of being an addict, by setting up a fake Instagram account.”
The powerful truth was revealed here:
The project was equipped with a pretty intense social media strategy to make sure that people were able to find the account and that it would be noticed by many.
The moral of this story? Sometimes it’s easy to overlook an addiction. Addict Aide hopes that it serves as an eye-opener for many and helps people who need help seek it from the right places.
Some photos from her feed: