BETC Warns Instagram Users About Alcohol Addiction

Would you know an addict if you saw one? 

In an interesting Instagram campaign launched seven weeks ago, BETC challenged the platform's users to see if they'd be tell an addict from a normal Instagrammer by creating a mock account documenting the life of Louise Delage.

From the outset, Delage looked like any regular 25-year-old Parisian, enjoying the great outdoors, family lunches and frequent boat trips. (OK - one Parisian with a slightly more luxurious lifestyle). 

Since joining the platform, her account amassed over 16 thousand followers, many of whom supported her lifestyle and even made comments that they were jealous about the way she lived.

But last week it was revealed that the account is in fact a fake, after a video was released (below) to reveal its purpose; to raise awareness of Addict Aide, an organisation that helps people fight against addiction.

The campaign was inspired by the fact that nearly one in five deaths is caused by addiction and to remind the public to look out for any friends that might be battling addiction in its early stages.

“It [was] not too late for Louise to ask for help,” says Addict Aide’s co-founder Michel Reynaud. “We all know a Louise Delage: the Addict Aide platform offers tools to help all of those who ask themselves questions on their consumption or that of someone close to them.”