Who is Louise Delage? The dark secret nobody noticed about her Instagram account

Addiction is there for all to see and 'like'.

Louise Delage Instagram
Who is Louise Delage The girl used to highlight the dangers of alcoholism. Image Instagram/louise.delage

In the fast-paced internet age, it’s not uncommon to see celebrities made overnight.

Sometimes it’s in bizarre circumstances, like the clearly-digital Lil Miquela, whose following is now more than 100,000.

Now there’s a new Instagram celebrity, and she comes with an important message nobody’s noticed until now.

The account of Louise Delage, a 25-year-old from Paris, started up two months ago and across 150 posts it built up a solid 50,000-plus following thanks some artfully shot selfies and exotic pics selling an aspirational lifestyle.

“The more people stage their ideal life on social media, the more that serves to hide a not-so-ideal reality.”

‘Sell’ is the keyword, because louise.delage is actually a fake account created by Paris ad agency BETC to highlight the dangers of addiction.

Every single one of Louise’s photos features her with some form of alcohol – and most of her followers completely missed it.

“Hopefully the campaign has served as an eye-opener,” president of BETC Stéphane Xiberras told AdWeek. “I hope they will contact Addict Aide or other local organisations working to help people struggling with addiction.

“Sometimes it seems like in this era, the more people stage their ideal life on social media, the more that serves to hide a not-so-ideal reality.”

BETC also put out a video, viewable above, highlighting the ‘Like My Addiction’ Instagram campaign.

Is alcohol something that can creep into your life without ever noticing? From the look of this account, maybe the answer is yes.

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Loaded digital media manager Simon Reynolds has written about film and entertainment for various leading websites since 2008. Follow Simon at @simonreyn