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.
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