Louise Delage looks like she has the whole world in her hand, but what she’s really got in her hand is a drink — every single time. Louise Delage is the fake name of a fake 25-year-old from Paris. She quickly built up 67K followers on Instagram, where her glam life and good looks wowed followers.
But it turns out Delage’s 140-plus posts were meant to prove a point that’s not glamorous at all: the signs of addiction and alcoholism are sometimes hiding in plain sight. Very few of the Delage followers mentioned that she ought to do something besides drink. Indeed, very few seemed to notice that she was drinking every time, proving — as the ad campaign hoped — that people see what they want to see, and miss signs that could save lives. The big reveal came in a video that came clean about Louise Delage account and it’s purpose. The ad was for the French organization Addict Aide.