Godfrey created the egg account and helped moderate it with two friends, Alissa Khan-Whelan, 26, and C.J. Brown, 29, after learning the world record for the lost "liked" Instagram post was held by Kylie Jenner.
As the Instagram egg breaks apart, the words "If you're struggling, talk to someone" appear.
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The egg ended up CRUSHING Kylie's old record of 18 million likes, now sitting at a whopping 52 million likes. "We got this." The ad was to promote awareness for MentalHealthAmerica.net, and you'll have to check it out on Hulu if you want to see for yourself! Godfrey, who works with London-based advertising agency The&Partnership, revealed to The New York Times that he saw Kylie Jenner's record 19 million likes on Instagram as a challenge.
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The image has now earned more than 52 million likes on Instagram.
The BuzzFeed teamed followed a trail of early posts discussing the egg, leading back to Godfrey - and Mashable confirmed that Godfrey had indeed laid Instagram's golden egg.
The video ends by directing viewers to the nonprofit Mental Health America. On February 1 it revealed that after the Super Bowl 53 the meaning behind the viral egg will be revealed.
'Recently I've started to crack.
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It then promoted the site, talkingegg.info. "An egg is an egg, it's universal". The account has been selling egg-themed merchandise and gained traction with the hashtag #EggGang, which has now been used nearly 150,000 times on Instagram.
In an advert broadcast on USA streaming platform Hulu, the egg was framed as an emblem for those struggling with mental health battles.
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