CASE 284 / Addict Aide / 2016
Like My Addiction
A staged lifestyle feed uses a later disclosure to make viewers reconsider what its repeated visual pattern meant.
AI-assisted research and analysis for the SNS Creative Fieldbook; published by SNS Media Tech. No named human reviewer is claimed.
Sources reviewed 2026-11-05
Campaign credits belong to the original creators. They did not write or endorse this analysis.
Credits: BETC Paris created the campaign for Addict Aide; The One Club credits Francine Framboise and GUM among production partners.
Recognition: The One Show lists a 2017 Merit in Mobile Advertising; this is distinct from the 2016 campaign.
Launch / edition: 2016. Award years: 2017.
The problem. The idea. The experience.
Addict Aide wanted to raise awareness that difficulties with alcohol can be overlooked in a seemingly ordinary social setting. The campaign chose the conventions of an aspirational Instagram feed rather than opening with a conventional health-information advertisement.
How the idea came to life
A fictional persona, Louise Delage, appeared in lifestyle photographs where alcohol was a recurring element. A later reveal identified the account as a campaign. The agency account describes an adult performer and a roughly six-week period of posting before the explanation.
How it reached people
The opened BETC portfolio on La Réclame is dated 22 September 2016. It provides contemporary evidence of the Instagram execution. The separate 2017 One Show Mobile entry confirms agency and production credits, not the first campaign date.
Supporting sources: Agency portfolio on trade platform → Primary award archive →
Read the data in context.
The numbers below describe different kinds of outcomes. Their date, scope and reporting source are part of the result.
The agency account reports more than 7,500 followers and 50,000 likes at its publication point. These are interested-party engagement figures, not diagnoses, treatment uptake or evidence that the communication improved health. The brief makes no clinical effectiveness claim.
The creative mechanism.
A staged lifestyle feed uses a later disclosure to make viewers reconsider what its repeated visual pattern meant.
Use repetition to make a pattern discussable
A single image may be ambiguous, while a sequence can make a creative device apparent. For a safe adaptation, choose a nonclinical pattern such as the overlooked work behind a finished product. Decide which repeated detail earns the reveal and which details are noise. The goal is useful reflection, not encouraging viewers to assign a medical label to someone based on their photographs.
Make disclosure part of the design
A fictional persona can attract attention but can also spend audience trust. Contemporary teams should make sponsorship and fiction clear from the outset rather than treating deception as a reusable growth tactic. You can preserve discovery by concealing a harmless answer within an explicitly fictional story. Test whether the final explanation resolves curiosity without making participants feel manipulated or publicly embarrassed.
Distinguish awareness from assessment
The campaign invites a conversation about overlooked problems; it does not supply a valid diagnostic method. That boundary matters whenever marketing borrows the vocabulary of health. Keep any support information accurate and direct people to qualified services when appropriate. Do not score followers, analyze private behavior or suggest that a recurring prop proves anything about a real person’s condition.
Plan a destination worthy of the reveal
A reveal can leave a viewer with concern but no constructive outlet. Define the next useful step before publishing the first installment: an accessible explainer, a verified support resource or an optional conversation. Ensure it works without demanding sensitive disclosures. The destination should answer the issue raised, not merely collect followers or extend suspense through another layer of mystery.
The intended behavior loop
- 01Encounter the creative
- 02Understand the specific issue
- 03Explore the supporting explanation
- 04Choose an appropriate voluntary action
Growth job: Awareness → Product understanding. This is an interpretation of the mechanism, not an audited attribution model.
A direction to take into the room.
Original editorial interpretation and proposed adaptation. This is a proposed adaptation, not historical campaign execution or a forecast.
The transferable principle
Use a clearly disclosed fictional sequence to surface an overlooked, nonclinical pattern and resolve it with useful information.
Keep these boundaries
Do not diagnose real people from posts, covertly profile users, create an undisclosed fake influencer or imply that engagement is a health outcome.
Turn the lesson into a test.
Illustrative adaptation, not a historical campaign fact
A small-team experiment
A repair cooperative publishes a clearly labeled fictional week in the life of an item, showing the maintenance steps people often overlook.
Build the test
- Choose one ordinary object and verify its maintenance advice with a qualified technician before writing the sequence.
- Disclose that the account is a scripted educational series and use consenting adult staff rather than pretending to document a customer.
- Reveal the pattern in a final annotated carousel and link to a plain maintenance checklist with no sensitive-data form.
Measure the right thing
Test whether adult readers can identify the safe maintenance steps compared with a one-off checklist; separately record optional requests for more information.
Know when to stop
Stop if viewers mistake the story for a real customer, interpret it as medical advice or infer a claim that the cooperative cannot substantiate.
How this reading fits your brief
Start with the useful part.
Best for: Awareness → Product understanding
What to adapt: Use a clearly disclosed fictional sequence to surface an overlooked, nonclinical pattern and resolve it with useful information.
Prerequisites: Original concept and verified factual claims; Informed participant consent, rights and accessibility review; A defined comparison and outcome measure.
Smaller-team route: A repair cooperative publishes a clearly labeled fictional week in the life of an item, showing the maintenance steps people often overlook. Constraint: Do not diagnose real people from posts, covertly profile users, create an undisclosed fake influencer or imply that engagement is a health outcome.
Budget: Not established by the cited sources. No cost-fit claim is made.
Trade-offs and evidence: Read the limits below before choosing a test. There is no guaranteed reach, sales lift or ROAS.
Questions for your next brief
- What does the audience need to understand before the requested action is useful?
- What evidence would separate attention from a meaningful change?
Sources & further reading.
Brand and award-entry results are attributed claims, not independent causal audits. Source links open the original third-party pages.
- BETC portfolio: Like my addiction →Agency portfolio on trade platform · Supports: Contemporary execution, September 2016 reveal account and attributed early engagement.
- The One Club: Like my addiction →Primary award archive · Supports: 2017 Mobile Advertising Merit and production credits.
Independent educational analysis of external campaigns. These are not SNS client projects, endorsements or claims of involvement. Campaign facts and reported outcomes are attributed to their sources. Explanations, adaptations and test plans are original analysis and hypotheses, not proven causal findings.