Louise Delage embodies everything that every aspirational Instagram pin-up does. Her feed, boasting an impressive 67 thousand followers, is awash with typically 'Instagrammable' scenarios. You know the obligatory chilling-by-the-pool-with-a-cocktail-strategically-placed-to-best-show-off-your-perfectly-tanned-legs shot, the scenic sunsets and generally living out our wanderlust dreams - all while looking super glam through the user's favourite filter.
But there's a twist. Louise's account is actually completely fake. The profile was set up by Paris-based advertising agency BETC to deliver an important message about alcohol addiction and 'Louise' is in fact a model.
The mysterious Insta user captions each posts with the overused hashtags we're all guilty of using (think 'foodporn' and the like) and it definitely looks legit but if you peer a little closer, there's a clear theme of alcohol running through her feed, with every post featuring some kind of alcoholic drink.
BETC was hired by Addiction Aide to create the social media campaign to highlight how such warning signs can be overlooked. The agency revealed their clever ploy by releasing a video titled ‘Like My Addiction’ which explained just how easy it is to be oblivious to someone hiding an addiction.
It's certainly effective stuff.
Obviously they're not saying that anyone who posts photos featuring alcohol is battling a secret alcohol addiction, but it definitely proves nothing on social media should be taken for face value. It's so easy for us to portray a lifestyle that's far removed from our everyday, real lives and we completely fall for it. It's definitely made us think and raising awareness about our own drinking habits or a loved one who may be struggling can only be a good thing.
What do you think of this campaign? Let us know your thoughts @soFeminineUK
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