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By On February 5th, 2019

Instagram’s famous “World Record Egg” reveals a mental health awareness site in viral Super Bowl ad

When a picture of an ordinary egg became the most-liked picture in the history of Instagram last month, most chalked it up to it being a reflection of how random the internet can be. More than 52 million people united behind what appeared to a completely meaningless effort to dethrone Kylie Jenner’s previous record with 18 million likes.

During the Super Bowl this weekend, however, the true purpose of the Instagram account was revealed. In a collaboration with Hulu and Mental Health America, the account had been secretly working to raise awareness of mental health issues and resources.

View this post on Instagram

Phew! I feel so much better now 😊 If you’re feeling the pressure, visit talkingegg.info to find out more. Let’s build this list together 🙌 #EggGang #WeGotThis #TalkingEgg

A post shared by EGG GANG 🌍 (@world_record_egg) on

During the game, the group ran a 30-second animated ad showing the egg cracking. As the cracks begin to spread, a message appears: “Recently, I started to crack. The pressure of social media is hurting me.”

While the egg continues to fall apart, the ad reads, “If you’re struggling too, talk to someone.”

Suddenly, the egg pulls back together with a message of hope – “We got this.”

Finally, the ad ends on a link encouraging viewers to get more information from the site talkingegg.info.

When you visit the site, you are greeted with a range of links to advocacy and support groups around the world. For the U.S., the site highlights Mental Health America, Campaign Against Living Miserably (CALM) and the National Alliance of Mental Health (NAMI).

Leading up to the game, the Instagram had been teasing a reveal. Shortly after achieving the world record for the most-liked picture on Instagram, the account posted a message telling fans to “stay tuned.”

On Saturday, the account shared a final tease, with the cracked egg stitched together in the style of a football.

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