It’s easy to miss the signs of alcoholism and addiction in the people we are close to, as often we either ignore the signs or are in denial of them. Louise Delage was a fake Instagram influencer created to raise awareness about addiction. Louise had a drink in all of her posts, which went unnoticed until the official campaign reveal.

#lousedelage became a trending topic in France, with the campaign being shared 500,000 times, gaining 110,000 followers, and generating 1 billion media impressions with no media investment.