How Addict’Aide switched from fiction to fact to help spot the signs of alcoholism

Lucy Aitken

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

Addict'Aide is a French organisation funded by Le Fonds Actions Addictions (Addictions Equity Fund) that raises awareness about any kind of addiction such as drugs, alcohol or gambling. It gained global visibility in 2017 with its Like My Addiction campaign that won 19 Lions at Cannes. This showed how Louise Delage, a fictional so-called "it girl", can deceive us all; her Instagram feed depicted glamorous holidays, nights out and beautiful selfies, yet in fact she was an alcoholic, never photographed without a drink in her hand or close by.

The message? It's easy to miss the addiction of...

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