Instagram of a Young Woman with 39,000 Subscribers Turns Out to Be Social Advertising Against Alcoholism
The Instagram account of a 25-year-old Parisian Louise Delage, which had over 39,000 subscribers and 50,000 likes in just two months, turned out to be a social advertising project, created to raise awareness about alcoholism, Adweek writes.
It is reported that the profile, @louise.delage, was registered on August 1, and immediately started posting photographs of a young woman who was spending time in bars, on the beaches, and with her friends. In almost all the photographs she had a glass of wine or a can of beer in her hand.
The authors of the campaign accompanied the photographs with dozens of themed hashtags and subscribed only to certain people, which allowed them to gather thousands of subscribers in a relatively short period of time.
“We thought an interesting way of showing the difficulty of detecting the addiction of someone close to you — a friend, a child or a parent — would be to create a fake Instagram account,” BETC president and creative director Stéphane Xiberras said.
“There were a few people who sensed the trap—a journalist among others, of course—but in the end, the majority just saw a pretty young girl of her time and not at all a kind of lonely girl, who is actually not at all that happy and with a serious alcohol problem.”
