Like my addiction

In France, addictions account for one in five deaths. In this context, Addict Aide was established to raise awareness of the issue. Together with BETC, it created louise.delage – a fake Instagram account of a seemingly carefree woman. Using growth hacking techniques, she gained 110,000 followers over a few weeks before the truth was revealed. In that time, eagle-eyed followers would have picked up on the fact that in every post, Louise is pictured with alcohol.