Viral Instagram Egg Teams Up With Hulu for Mental Health Message
The infamous Instagram egg uses its record-breaking platform to air a mental health public service announcement in partnership with Hulu. The campaign highlights the pressures of social media and directs viewers to mental health resources.
The viral Instagram egg, which holds the record for the most-liked post on the platform, uses its massive audience to promote mental health awareness. With over 52 million likes on its famous photo and 10 million followers, the account partners with Hulu to air a 30-second video around the Super Bowl. The short spot reveals the egg's name as Eugene and focuses on the intense pressures of social media.
In the video, the egg's shell visibly cracks as text explains that the pressure of social media is becoming too much to handle. The message encourages viewers who are struggling to reach out and talk to someone, ending with a direct link to the Mental Health America website. Mental Health America publicly praises the campaign for bringing much-needed attention to the one in five Americans living with a mental health condition.
Three advertising executives from South London created the account and work with Hulu to develop this positive message instead of pursuing a traditional commercial sell-out. Because a large portion of the egg's followers are children, many view this health-focused approach as a refreshing surprise. It remains uncertain whether future brand partnerships will continue to center around similar mental health messaging.