Louise Delage is a young woman who quickly garnered the attention of tens of thousands of users on Instagram, due to the lavish dream-like lifestyle she constantly posted highly shareable images of.
What's most interesting about Louise Delage however is that the person she's presented to be isn't real, rather, she was formulated by a French agency called BETC, which worked in partnership with Addict Aide for a campaign titled 'Like My Addiction.' In doing so, the two aim to expose how prevalent signs of addiction can be in a person close to someone and how these signs can go overlooked even when in plain sight. In the case of Louise Delage, that problem is alcoholism.
Stéphane Xiberras, the president of BETC Paris, explained the campaign by saying "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."
Incognito Alcoholism PSAs
Louise Delage Was Formulated by BETC to Show How Prevalent Addiction is
Trend Themes
1. Social Media Deception - The use of fake social media accounts to bring awareness to hidden issues and behaviors.
2. Psychological Manipulation - The creation of fictional characters to challenge societal assumptions and uncover hidden truths.
3. Addiction Awareness - Using innovative storytelling techniques to shed light on the prevalence of addiction in society.
Industry Implications
1. Advertising and Marketing - Opportunities to create impactful campaigns that challenge perceptions and raise awareness.
2. Mental Health and Wellness - Innovative methods to address and destigmatize addiction and mental health issues.
3. Social Media and Technology - Developing tools and strategies to identify and address deceptive practices on social media platforms.