2017

Like My Addiction - Addict’aide, France

It is estimated that in France addictions account for one in five deaths and one out of every two delinquent acts, mainly among young people. It's easy to miss the alcoholism of someone close. Addict Aide, an organisation specialised in alcohol addiction wanted to highlight this difficulty. Through an Instagram profile created specifically, followers were introduced to Louise Delage during 6 weeks: a 25 year old Parisian, who seems to enjoy life to the fullest. A campaign built and thought around growth hacking techniques with no media buying but the appropriate knowledge of the mechanisms that govern Instagram. Every photo contained alcohol – but this was overlooked by her 110K followers. The campaign garnered over 1 billion impressions and 9.8 million earned media.

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Like My Addiction - Addict’aide, France