Who is Louise Delage?
She’s a stylish, fun-loving 25 year-old Parisian, who became an Instagram hit over the European summer. Delage accumulated 12k followers, including top social influencers, and 50k likes in a couple of months with photos of her travels, parties, boats and dinners.
She received a deluge of admiration for “living life to the full”.
Lousie Delage isn’t real. Her Instagram account was created by Agency, BETC, and production company, Francine Framboise, for Addict Aide, a help organisation for addicts.
Louise Delage is a young alcoholic. Look closely at her photos and you will see one common thread. Drink.
BETC posted the reveal film on September 22.
Like Delage’s Instagram photos, it got France talking. A lot.
The aim was to raise awareness among young people about how easy it is to miss the addiction of someone close.
“It’s not too late for Louise to ask for help. We all know a Louise Delage. the Addict Aide platform offers tools to help all of those who ask themselves questions about their consumption or that of someone close to them,” stated Michel Reynaud, president of Actions for Addicts Foundation (Fonds Actions Addictions) and co-founder of the Addict Aide platform.
“We wanted to use the media as a message (Thanks McLuhan!), I think that the possibilities to get your message through are endless for those who know how to use the right tools,” explained Stephane Xiberras, president of BETC Paris.
The organisation estimates that addictions are behind 1 in 5 deaths yearly and implicated in 1 out of 2 criminal acts, especially among young people.
Credits:
Agency: BETC Paris
Executive creative director: Stéphane Xiberras
Art director: Rayhaan Khodabux
Copywriter: Rémi Campet
Account management: Catherine Emprin & Isabelle Picot
Traffic: Marie-Caroline Pupin
Strategy director: Julien Lévêque
Production company: Francine Framboise
Executive producer: Stéphanie Huguenin
Producer: Christine Lefers
Director: Pierre Edouard Joubert
Sound:GUM
Client: Addict Aide
Client management: Michel Reynaud & Amine Benyamina
