Everyone missed something important about this model's Instagram account 4 years ago

Everyone missed something important about this model's Instagram account

Say hello to Louise Delage.

The Parisian model often shares snaps of her daily life on Instagram but it turns out there's actually a message behind the seemingly innocuous snaps.


However, if you look closely and you might only notice this when it's pointed out, each snap on the account shows Louise posing with an alcoholic beverage.

Cheers ! ?

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

#latergram Bretagne

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

Coucou ?

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


Quand je pose en soirée ?

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

This Instagram account set up on August 1st, is actually fake and is the work of Addict Aide, an organisation established to help people concerned about alcohol addiction, either their own or someone else's.

The campaign, entitled Like My Addiction, was put into practice in a bid to show that the signs of alcohol addiction can go unnoticed.

It has been successful too for in the hours after the truth was revealed, Addict Aide received five times more traffic to its site that the usual figures.



The below video gives a backstory to the campaign and Louise's large following, 56.5k to be exact, expressed shock at the real reason for the fictional Instagram posts.

The campaign was conducted by Paris agency BETC with their creative director Stéphane Xiberras Paris explaining the approach to Ad Freak:

"We were briefed on the difficulty of detecting the addiction of someone close to you—a friend, a child or a parent.

"We thought an interesting way of showing it would be to create a person people would meet every day but whom we'd never suspect of being an addict, by setting up a fake Instagram account."


It's important to note that posing for photos while drinking alcohol does not indicate that someone could be suffering from alcohol addiction but the campaign is an interesting one all the same.

If you want to get information on alcohol addiction, you can get in touch with Alcohol Action Ireland on 01-8780610 or visit the website here.