Advertising agency uses Instagram to highlight alcohol addiction

All of 'Louise Delage's' posts feature alcohol

A French advertising agency is using Instagram and social influencers to raise awareness about alcohol addiction.

Louise Delage, a 25-year-old Parisian, joined Instagram on August 1st, managing to accumulate 65,000 followers in just over a month.

Every single one of her photos - often captioned simply with emojis - featured alcohol.


Cheers ! 🍷

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

On September 22nd, she posted for the last time - a video clip, revealing that she was the creation of advertising agency BETC for their 'Like my addiction' campaign.

The campaign was created for Addict Aide, an organisation that seeks to raise awareness of alcoholism among young people.



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

Stéphane Xiberras, creative director and president of BETC Paris, told AdFreak that the agency had been struck by "the difficulty of detecting addiction of someone close to you".

Delage's following was garnered by copying native Instagram content and user habits, basing her profile on the style of a fashion blogger.

The campaign generated media coverage internationally, but Xiberras told AdFreak it was disappointing that more of Delage's followers had not picked up on her "serious alcohol problem".

Here, in a new European table, Ireland's teen drinking is at a new low.

The European School Survey Project on Alcohol and Other Drugs (ESPAD) said that while Irish school kids were drinking less often, they were still among the heaviest drinkers when they did take alcohol.

The 2015 report shows that, among 35 countries surveyed, Ireland is now ranked 29th for the current use of cigarettes and 28th for alcohol consumption.

However, Irish teenagers still consume greater quantities of alcohol when drinking - ranked 5th highest.