This woman became Instagram-famous overnight, but she doesn't exist. And here's the sad reason why
Louise Delage is an Instagram sensation.
She appeared on the scene on Aug. 1, posting sun-soaked images of her outfits, meals and wanderlust-inducing travels. Within the span of two short months, the 25-year-old Parisian’s picture-perfect lifestyle has gained her an impressive 19,000 followers.
If you use Instagram, you’ve probably seen or even followed bloggers and Instgrammers just like Delage. Bloggers whose profiles are filled with perfectly-composed brunch shots and an enviable French girl chic wardrobe. They’re constantly busy travelling the world, partying on yachts and simply “living their best life.”
Delage’s profile is no different, but unlike these bloggers Delage has one very distinct difference that sets her apart — she doesn’t exist.
Her entire feed was carefully curated for one specific (and sad) purpose. Can you spot what it is?
Delage almost always has a drink in her hand.
That tiny fact went mostly unnoticed by followers until Paris-based ad agency BETC revealed the truth in “Delage’s” latest post on Sep. 22.
The entire Instagram persona was part of a campaign called “Like My Addiction” for Addict Aide which seeks to raise awareness of alcoholism among young people.
While it’s an interesting concept, it’s also a sobering reflection of how social media can become an outlet that glamorizes drinking, especially among youth.
According to organization, one out of every five deaths among young people annually is due to addiction. This becomes all the more difficult to see and prevent when seen through the lens of social media as something cool, desirable or simply the norm.
Through the lenses of Instagram, Twitter and Snapchat, an alcohol addiction can simply look like fun nights of drinking and dancing in Ibiza, weekends in with the girls and rosé and a few beers with the colleagues after work.
To raise awareness, BETC released a video revealing truth behind Louise Delage, accompanied with the message “it’s easy to miss the addiction of someone close” and urges people to think of what you’re really liking before double tapping on such images.
For more information visit addictaide.fr and let us know what you think of the “Like My Addiction” campaign by tweeting us @YahooStyleCA.
