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BETC Breaks The Internet in France by Asking: Who is Louise Delage?

The campaign encourages social media users to be aware of the content their friends post

BETC Breaks The Internet in France by Asking: Who is Louise Delage?

Who is Louise Delage? The reveal of the truth behind the chic Parisian broke the internet in France yesterday.

The life-loving, stylish 25-year old became an instagram star over the summer with over 12K followers and 50K likes in just a couple of months with her photos of travels, parties, boats and dinners. The comments on her photos were full of praise of how the outgoing girl seemed to enjoy her life to the full.

It’s only looking at her photos in hindsight, that we realise that they all have something in common – the presence of alcohol, more or less evident.

Louise Delage is a young alcoholic. Agency BETC and production company Francine Framboise created the instagram account for the organisation Addict Aide. 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.” Stephane Xiberras, President BETC Paris.

The organisation estimates that addictions are behind 1 in 5 deaths yearly and in one out of two criminal acts, especially among young people. However, inreality it’s easy to overlook when someone close to you starts developing an addiction.

The reveal film that was posted yesterday has created an immense buzz around the country, showing the importance of thetopic.

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 to all of those who ask themselves questions on their consumption or that of someone close to them» Michel Reynaud, President of Actions for Addicts Foundation (Fonds Actions Addictions)and co-founder of the Addict Aide platform.

Advertiser: ADDICT AIDE

Creative Agency

Creative Agency: BETC

Copywriter: Rémi Campet

Art Director: Rayhaan Khodabux

Executive Creative Director: Stéphane Xiberras

Managing Director: Catherine Emprin, Isabelle Picot

TV Producer: Christine Lefers

Production Company

Production Company: Francine Framboise


Music Agency: GUM

Genre: PR