Addict'Aide: Like My Addiction

Marine Mercier

Addiction support organisation Addict'Aide launched an Instagram-focused, cost-effective campaign in France to highlight the early signs of addiction to alcohol.

Campaign details

Brand: Addict'AideBrand owner: Addict'AideLead agency: BETCCountry: FranceIndustries: Charities & voluntary organisationsMedia channels: Online video, Social mediaBudget: No budget

Executive summary

Louise Delage first appeared on Instagram on August 1, 2016. She seemed to have the perfect life of a chic Parisian. Her account quickly won thousands of followers thanks to growth-hacking techniques. It was only by taking a second look at her profile that her followers realised they had missed something very important: Louise is an alcoholic.

It's easy to miss the alcoholism of a loved...

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