A picture of an egg - which is Instagram's most liked photo ever - has been revealed to be part of a mental health awareness campaign.
The egg, known as Eugene, has now cracked after "feeling the pressure" of all the attention it's received.
A message posted alongside the broken egg advises people to seek help if they feel the same way.
The post read: "If you’re feeling the pressure, visit talkingegg.info to find out more. Let’s build this list together", and features a list of websites where people around the world can seek mental health help.
More than 52 million people have now liked the original picture, which was posted in January.
When the first photo of the egg appeared online, it looked like its aim was to topple reality star Kylie Jenner in the process.
It took just nine days for Eugene to beat the reality TV star's picture of her holding hands with her newborn daughter, Stormi.
"Let's set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this," the caption alongside the World Record Egg post read.
Six photos of the egg have been posted from the World Record Egg account since 4 January and the page has surpassed 10 million followers.