While scrolling through your feed (or the best celebrity selfies on Instagram), it can be easy to mindlessly “like” everything you see. Hey, it makes your friends and loved ones feel good about themselves, so why not, right?

But what if you were unknowingly liking something that was harmful to those you hold dearest? What if by pushing that little button, you were essentially condoning something that was bad for them — or worse, ignoring their cries for help?

That’s exactly the social experiment ad agency BETC put to the test when a group called Addiction Aide reached out for help.

Hiring a beautiful model to create an Instagram account of a fabulous life, @louise.delage made her debut appearance on August 1. Since then, the account has garnered more than 90.2K followers and 50,000 likes.

At first glance, her page seems normal enough: Dinner parties with friends, boating trips, foodie shots and walks on the beach. Except, there’s one teeny, tiny little difference linking all of the photos together. In every shot, “Louise” is either drinking or holding an adult beverage: Every. Single. One.

When it’s pointed out, it becomes clear as day — that dinner included a bottle of wine. Those boating trips, not complete without a cocktail. Those meals always accompanied by booze, and the walks on the beach never without a drink in hand.

Even in photos where Louise appears, well, miserable, it wasn’t enough to deter followers from giving the snap a double tap without a second thought.

Some even went so far as to praise her drunken shots, saying, “I’ve never wanted a drink more than I do right now.”


Their point? Addiction could be staring you right in the face, and you might not even know it. In fact, you might even be encouraging it.

Check out the video below to see things even more clearly.

Will these findings make you stop and think about what you like before you tap? Share @BritandCo.

(h/t Elite Daily, photo via Getty)