Using Instagram as their channel of choice, Addict Aide sourced Paris based agency BETC to create a provocative awareness campaign that was intended to catch people off guard and leveraged a certain amount of 'shock-factor' when the punchline was (eventually) announced. Below is the announcement video released first on Instagram on the 22 of September 2016, which brought the whole "Like My Addiction" campaign to completion which was launched on the first of August 2016.
Like My Addiction
In a nutshell, the campaign used a 'fake' Instagram account @Louise.Delage and posted cryptic photos to garner a sizable audience only to announce said fake account with a large serving of shock factor on a not so silver platter. Adweek, leading source of news for marketing, media and advertising professionals, posted an in-depth article regarding the campaign titled 'Who Is Louise Delage?' and is a good read if you would like more information regarding the campaign.
According to BETC president and creative director Stéphane Xiberras, the campaign was a huge success. Within only a few hours of the the campaign reveal, Addict Aide saw five times more traffic directed to its website and the story generated over 140 articles and became a trending topic on Twitter in France. Overall, Louise Delage's sad secret won 500,000 total video views across Instagram, YouTube and Facebook as well as posts by key opinion leaders.
Do you think that this approach to raise awareness of alcoholism among young people is effective? Feel free to leave your thoughts in the comments below as well as any suggestions or advice you may have for young people struggling with addiction.