By Rebecca Stewart | Trends Editor

October 5, 2016 | 5 min read

A clever Instagram campaign containing a hidden message about addiction has gone viral after propelling fake blogger Louise Delage to internet stardom.

In August, a chic 25 year-old Parisian woman going under the name Louise created a profile on Instagram. Her photos depicted a glamorous lifestyle full of parties, boats and dinners and she quickly amassed over 50,000 'likes' on the profile – as well as hundreds of comments praising her snaps.

However, yesterday BETC Paris revealed that the influencer, who had attracted the attention of 12,000 followers, was part of a clever marketing push for addiction organisation Addict Aide. Looking back over Delage's seemingly real photos its clear she's holding a drink in every single image, with the push designed to raise awareness among young people of how easy it is to miss the addiction of someone close.


A photo posted by Louise Delage (@louise.delage) on

Stephane Xiberras, president BETC Paris, said when it was handed the brief from the group, the agency wanted "to use the media as a message," adding: "I think that the possibilities to get your message through are endless for those who know how to use the right tools." Addict Aide estimates that addictions are behind one in five deaths yearly and involved in one out of two criminal acts, especially among young people. However, in reality it’s easy to overlook when someone close to you starts developing an addiction, be it to drugs, alcohol or something else.

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Chillin' A photo posted by Louise Delage (@louise.delage) on

The reveal film, which can be viewed in full above, was posted yesterday and has created an immense buzz on social media, highlighting the importance of the subject.

About last night... #drinks #paris #parisiangirl #girl #summer A photo posted by Louise Delage (@louise.delage) on

"We all know a Louise Delage: the Addict Aide platform offers tools to help all of those who ask themselves questions on their consumption or that of someone close to them," said Michel Reynaud, president of Actions for Addicts Foundation and co-founder Addict Aide.

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