Last month, a picture of an egg was posted on Instagram by the handle @world_record_egg. The picture then went on the win the Guinness World Record as the post with the highest likes on Instagram with about 52.1million likes.
However, about two weeks ago, the handle started posting pictures of the egg showing cracks. The posts came at intervals of a few days and grabbed the attention of over 18 million people worldwide. However the last post on Instagram showed that the World Record Egg crack was all a publicity campaign to create awareness about mental illness and how social media pressure can lead to a mental breakdown.
The big reason behind #TheEgg crack was revealed on Sunday after the American super bowl game by a short video clip aired after the game. The campaign and awareness was sponsored by Hulu and referenced the Mental Health America.
The video showed the following words:
“Recently I’ve started to crack,”
“The pressure of social media is getting to me,” the egg admits after falling to pieces. “If you’re struggling, too, talk to someone.
“We got this,”
The video ended with the re-formed organic vessel wearing a smile on its animated face.
Watch the short video clip below:
The Mental Health America praised Hulu for using #TheEgg’s short time of fame for something good.
We’d like to thank #TalkingEgg for shining a limelight on #mentalhealth tonight with an important message. Not everyone chooses to #fightintheopen for mental health, but you did for the 1 in 5 Americans living with a mental health condition. Thank you, #EggGang! 💚🥚 pic.twitter.com/9KPlXG5re4
— Mental Health America (@MentalHealthAm) February 4, 2019