Instagram-famous Frenchwoman was secretly making a PSA about drinking.

Instagram-famous Frenchwoman was secretly making a PSA about drinking.
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Instagram-famous Louise Delage was recently unmasked as an imposter, her pictures of a glamorous life to share an important message about drinking.

🍸 Cheerz 🍸

A post shared by Louise Delage (@louise.delage) on

Delage racked up over 60,000 followers were her chronicles of the glamorous life—drinking on a boat, drinking on the beach, drinking in the bath—all drinking, as part of a campaign to raise awareness about people suffering from addiction in plain sight.

👀 Look 👀

A post shared by Louise Delage (@louise.delage) on

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Coucou 😊

A post shared by Louise Delage (@louise.delage) on

Beach session 2 #latergram

A post shared by Louise Delage (@louise.delage) on

​Always picture with a drink, Delage clearly has a dependence on alcohol, but it's easy to miss the problem when it seems so damn glamorous.

Chill

A post shared by Louise Delage (@louise.delage) on

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Remember August

A post shared by Louise Delage (@louise.delage) on

Yesterday sunset

A post shared by Louise Delage (@louise.delage) on

Delage's profile was part of a campaign from Paris agency BETC called "Like My Addiction," a collaboration with Addict Aide, an organization that helps treat alcoholism in young people.

R.I.V.I.E.R.A 💦

A post shared by Louise Delage (@louise.delage) on

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Good Time

A post shared by Louise Delage (@louise.delage) on

The profile culminates in a video, that shows how "liking" someone's drinking could actually be enabling someone's problem.

There's also a mini-PSA within the PSA about how easy it is to fake an Instagram account.

But if you're having trouble telling whether someone is suffering from addiction or is just trying to seem fancy, BETC creative director Stéphane Xiberras has a tell: "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."

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