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Hulu – World Record Egg

The pressure of meeting others expectations on social media can cause people to crack and feel like they are alone in their experiences. When @world_record_egg appeared on Instagram, it proposed to beat the record for most liked post. It was just a stock photo of an egg, but within 10 days it had amassed over 53 million likes. Hulu bought the account and used it as a platform to highlight mental health issues related to social media use. The egg started to crack in subsequent posts, finally linking to Mental Health America and other collaborators who provide support services to young people.

7 million followers of the account were introduced to Mental Health America and Talking Egg Foundation, a site designed to eradicate the stigma of mental health. MHA received a notable increase in the number of young people taking their mental health quiz.