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."