A French addiction charity and an ad agency team up for an interactive PSA on alcohol addiction among women.
In one month, more than 7,000 people visited—virtually and in person—a cluttered Paris apartment to try and solve a mystery about its inhabitant.
The residence featured red stains on the carpet, broken mirrors, expired food and other clues as to the “secret” of Laurence, the woman who lived there. Players participating in the Escape Room-themed game came up with numerous theories—that Laurence was a vampire, or a criminal—but none guessed the actual answer: she was an alcoholic.
The interactive experience ends with a pre-recorded video of the real-life Laurence explaining that the Escape Room is a replica of her apartment during the height of her alcohol addiction.
“While you guys had a fun time playing, I suffered a great deal,” Laurence said in the clip. “In that place, I was an alcoholic.”
French addiction charity Addict Aide teamed up with ad agency BETC Paris to create the experience and raise awareness of alcoholism among women in particular. It served as a follow-up to Addict Aide’s 2017 Louise Delage campaign, which featured a fictitious Instagram account of a woman displaying signs of alcohol abuse.
Read the full article on the Escape Room here: This Fake ‘Escape Game’ is Actually a PSA on Alcohol Addiction