“Like my Ad­dic­tion” the hoax cam­paign that took ev­ery­one by sur­prise

ArabAd - - CAMPAIGN -

On the first of Au­gust, 2016, a young girl ap­peared on In­sta­gram and be­gan doc­u­ment­ing her ad­ven­tures with di­verse and colour­ful vi­su­als. Two months later, she had amassed a fol­low­ing of 12,000 users and re­ceived 50,000 likes. Now the ac­count boasts 16,000+ fol­low­ers.

The rev­e­la­tion be­hind the chic lifelov­ing and stylish 25-year old Parisian girl named Louise De­lage brought down the In­ter­net in France. The com­ments on her photos were full of praise re­lated to how she seemed to en­joy her life to the fullest. What was baf­fling was that none of her fol­low­ers were re­ally aware of what they were lik­ing and in turn seemed to sim­ply voice their ad­mi­ra­tion for this free-spir­ited girl.

It’s was only by look­ing at her photos in hind­sight that one can re­alise the com­mon el­e­ment in all her vi­su­als, namely al­co­hol. Bot­tom line: Louise De­lage is a young al­co­holic, who none­the­less has be­come an overnight so­cial me­dia celebrity.

This is when agency BETC and pro­duc­tion com­pany Francine Fram­boise de­cided to re­veal that this In­sta­gram ac­count was a fic­tional one and it was cre­ated for the French or­gan­i­sa­tion Ad­dict' Aide, a web por­tal with the mis­sion to help peo­ple fight­ing ad­dic­tion. The aim was to raise aware­ness among young peo­ple of how easy it is to miss the ad­dic­tion of some­one close.

“We wanted to use the me­dia as a mes­sage (Thanks Mcluhan!) I think that the pos­si­bil­i­ties to get your mes­sage through are end­less for those who know how to use the right tools,” as­serted Pres­i­dent BETC Paris.

The or­gan­i­sa­tion es­ti­mates that addictions are be­hind 20 per­cent of yearly deaths and 50 per­cent of crim­i­nal acts, es­pe­cially among young peo­ple. In re­al­ity how­ever, it’s easy to over­look the fact that some­one close to you is start­ing to de­velop an ad­dic­tion. Aside from the buzz this short film re­ceived, it high­lighted the im­por­tance of the topic

Stephane Xiber­ras,

as well as the dan­gers.

"It’s not too late for Louise to ask for help. We all know a Louise De­lage: the Ad­dict Aide plat­form of­fers tools to help all who have con­cerns re­lated to the drink­ing habits of loved ones," said Pres­i­dent of Ac­tions for Ad­dicts Foun­da­tion (Fonds Ac­tions Addictions) and co-founder of the Ad­dict Aide plat­form.

Though Louise’s sin­gu­lar ap­proach to achieve so­cial me­dia celebrity sta­tus may not have been in­ten­tional, it none­the­less raised some se­ri­ous is­sues re­lated to aware­ness, so­bri­ety, and pri­vacy.

Needless to say that this so­cial cam­paign, which ended to be a hoax, sur­prised many and gar­nered a great deal of buzz across so­cial me­dia.

Michel Rey­naud,

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.