Louise Delage
A digital ghost against the alcoholism
THE CUSTOMER
chaired by Professor Michel Reynaud, "le Fond Actions Addictions" was created to gather the patients, the families, the victims, the professionals, the scientists and the associations which fight against the various addictions, through innovative programs.
In April, 2016, Le Fond Actions Addictions created a public portal against the addictions. The association called on to BETC to gain popularity.
THE REQUEST
The purpose of the campaign is above all preventive. The association wanted to gain popularity and .make sensitive mainly the young people in the alcoholism.
SOLUTION
According to le "Fonds Actions Addictions", addictions would be responsible for a dead man on five, and for an act of crime on two in France, mainly at the young people. Thus it is a brilliant blow on behalf of the agency BETC, that knew how to use a media adapted to its message and to its target!
THE CAMPAIGN
#LIKE MY ADDICTION
What makes the efficiency and the relevance of the message, it's the way wherewith it was communicated :
- The medium: beyond his community of 10 million French active users, Instagram is the platform social media the most captivating. To use this support to communicate on Louise is a strategically relevant choice
- The storytelling: the surprise is there. Having told Louise's story during almost two months, the community is invested and she wants to understand. Who ? Why ? A teasing which lasted two months and which aroused at the same time the surprise and the relief during the revelation of Louise's identity.
