Instagram’s most famous egg made a reappearance last weekend in order to shed a light on the pressures of social media and the toll it takes on your mental health.
According to The New York Times, the Egg Gang is a team made up of Chris Godfrey, Alissa Khan-Whelan and C.J. Brown, all based from South London.
The group was contacted by Hulu with the idea for the project. The company offered to pay for the ad in hopes of taking advantage of the account’s recognition on social media and of its 10 million followers. Released during the Super Bowl, the campaign began a few days before the football game, with the Egg Gang’s Instagram uploading several images of the egg who’s surface looked more cracked with each new post.
The ad is simple, impactful and sweet.
“Recently I’ve started to crack… the pressure of social media is getting to me,” the video says, as the egg begins to shake and its shell starts to crack. “If you’re struggling too, talk to someone,” concludes the text, showing off a brand new egg that looks smooth and healthy. The video then links you to Mental Health America’s website.
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
The creators of the Egg Gang claim that the egg’s official name is Eugene. It’s not known if the partnership with Hulu will continue, or if the Eugene will now become a spokesperson for mental health.