skills/creative-director/references/legendary-campaigns/cards/addictaide-like-my-addiction-2017.md

---
id: addictaide-like-my-addiction-2017
title: "Like My Addiction"
brand: AddictAide
agency: Young & Rubicam Paris
year: 2017
country: FR
region: europe
industry: social_causes
pattern: [P05, P13, P09]
category: social
idea_type: non_advertising
involvement: user_co_author
channel: digital
duration: campaign
goal: [awareness, behaviour_change]
budget: low
emotion: [ashamed, witnessed, vulnerable_defiance]
emotion_tier: 3
insight_domain: fear
media_epoch: social
awards: [cannes_gold, dnad_yellow_pencil]
quality_score: 9
scalability: universal
risk: provocative
confidence: high
quality: canonical
source_url: https://www.dandad.org/awards/professional/2017/direct/26351/like-my-addiction/
---

# Like My Addiction (AddictAide · 2017)

## Insight
Alcoholics and addicts present their lives on social media with the same positive spin as everyone else — but the photos that look most enviable often contain the most damning evidence of a problem hiding in plain sight.

## Mechanic
A fake Instagram account run for months as a lifestyle influencer persona — attractive woman, parties, glamorous moments — all secretly documenting the progression of alcohol addiction. Followers liked, commented, and admired. When revealed, all content stayed up with captions rewritten to expose what had actually been shown.

## Why it worked
Cultural hijack (P05): the campaign lived inside the exact platform and aesthetic language the target audience already inhabited. Truth-telling (P13): the reveal made visible what the audience had been unconsciously endorsing. User as co-author (P09): the audience's own likes and comments became evidence of the problem.

## Steal
When the behaviour you want to change is visible on social media, the platform itself can be turned into both the evidence and the intervention. The audience's prior engagement becomes the twist — they were already participants before they knew it.

## Related
- Pattern: [[../MOC-pattern.md#p05]]
- Sibling: [[kfc-fck-2018.md|FCK]]
- Sibling: [[beats-game-before-the-game-2014.md|The Game Before the Game]]
- Emotion match: [[always-like-a-girl-2014.md|Like a Girl]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*