A stylish, party-loving Parisian girl who opened an Instagram account this summer has been revealed to be a hoax, created as part of a campaign to highlight awareness of alcoholism among young people.
The "Louise Delage" account, which opened in August, garnered 12,000 followers and over 50,000 likes, with posts showing a 25-year-old girl in glamorous poses and locations, partying and living the high life, but almost always with an alcoholic drink somewhere in the photo. Comments on her posts were generally full of admiration for her lifestyle.
Last Friday her account was finally revealed yesterday to be a fictional one, with the reveal widely covered by French media. The hoax was dreamed up by alcoholism organization Addict Aide, together with creative agency BETC Paris and production company Francine Francoise, to raise awareness among young people of how easy it is to ignore the addiction of someone close.
"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," said Michel Reynaud, co-founder of the Addict Aide platform, in a statement.