Louise Delage isn't who you think she is. The life you see someone living on Instagram isn't always so Insta-perfect in reality—or even, real. The prime example: @louise.delage. Two months ago, Louise Delage made her Instagram debut. She describes herself in her bio as a 25-year-old Parisian, and her photos are the definition of Insta-envy.
She's pictured having rooftop drinks on a sunny Paris day, vacationing at crystal blue beaches, snuggling up with a cat at an outdoor picnic. Her clothes are always simply chic, and her hair effortlessly styled. Her extravagant, party life translated to Instagram gold. Within two months on the platform, she gained more than 47,000 followers, all eager to tag along on her aesthetically perfect adventures.But none of these followers truly knew the real Louise.
First off, she wasn't real.
The account was created as part of a campaign by Addict Aide, a French organization working to raise awareness about drug, alcohol, and other types of addiction. The account and photos were manufactured with the help of a production company and ad agency.
The organization created @louise.delage and the campaign to show how it's not always easy to spot someone with an alcohol addiction.
The final post on the @louise.delage account is a video from the campaign, showing that in almost all of her photos, she's drinking or holding a drink. The campaign is aptly titled, "Like My Addiction." Ad agency BETC helped create the campaign. BETC president and creative director Stéphane Xiberras told AdFreak that they wanted to "create a person people would meet every day" but would never suspect had an alcohol abuse problem. They succeeded in deceiving most of Louise's followers. "We hoped for more followers to take notice of Louise's behavior," Xiberras told AdFreak. "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."
Of course, just because someone is holding alcohol in lots of their photos doesn't mean they have an alcohol use disorder. Aaron White, Ph.D., senior scientific advisor at the National Institute on Alcohol Abuse and Alcoholism (NIAAA), tells SELF that context is key. "There's a lot more that goes into determining whether someone has a problem with alcohol than the fact that in their Instagram posts, they have a glass of wine in their hand," he says. "We need to know a lot more about this young woman—how many glasses of wine she's had, what’s her relationship with alcohol."
Content Originally Published By: Haley Goldberg @ Self