World Record Egg: From a challenge to social media to a mental health campaign

phys.org | 2/12/2019 | Staff
ajoy26 (Posted by) Level 3
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The Instagram account @world_record_egg was originally designed as a fun way to challenge and question social media, its creators say. However, the account quickly morphed into an opportunity to focus on mental health positivity and to encourage people to speak up.

Following nearly a month of suspense, the mysterious Instagram account that became famous for a picture of an egg—which came out of left field to break Kylie Jenner's record for likes on a single post—revealed its identity late Sunday night. "Identity" is a loose term, though: The egg serves as part of a mental health awareness campaign.

Egg - Gang—a - Group - Chris - Godfrey

Egg Gang—a group comprising Chris Godfrey, 29, who works in advertising at The & Partnership in London, and two friends, according to The New York Times—is responsible for the Instagram account. The mysterious original post of a brown egg from Jan. 4 now has over 52 million likes, and the account has 10 million followers. The group "declined to talk about the money it has been offered or the big names it has come into contact with," according to the Times.

Nick Tran, Hulu's vice president of brand marketing and culture, said that Hulu agreed to partner with Egg Gang because they believed in their mission of spreading mental health awareness and wanted to enable them "to share their message as broadly as possible."

Stunt—it - Vision - Something - World

"It wasn't just a stunt—it was really about a vision they had to promote something good in the world,"...
(Excerpt) Read more at: phys.org
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