Kate Middleton and William’s mental health message ‘not competitive’ with Harry and Meghan

Kate Middleton is ‘template’ for royal marriages says expert

Kate, Duchess of Cambridge, 39, and Prince William, 38, are both dedicated to ending the stigma around mental health issues and have lent their support to several important campaigns. While former working royals Meghan Markle, 39, and Prince Harry, 36, also focus much of their campaigning on improving people’s mental health, the Cambridges are cautious not to clash with them, a language expert has claimed.

On Thursday, Kate and William put their weight behind the Time to Change mental health campaign by endorsing it on Twitter.

The Kensington Palace account shared a Google GIF with the question “Can a small conversation make a difference?” being typed into the search bar.

The tweet read: “It’s easy to think we haven’t got the power to make a change.

“But a small conversation can make a big difference when it comes to tackling the stigma surrounding mental health. #TimeToTalk

“To find out more, visit @TimetoChange.”

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While royal fans may be tempted to think William and Kate risk encroaching on Meghan and Harry’s turf with their latest move, an expert has claimed that is not so.

Language analyst and author Judi James examined Kate and William’s new tweet for Express.co.uk and shared her findings.

The expert said: “It might be easy to see these latest messages about mental health from William and Kate as somehow competing with Meghan and Harry’s work but it does seem to have been pitched quite carefully and sure-footedly as being complementary to what should be a joint cause, rather than a rival production.”

Judi claimed the Cambridge’s new message seemed “less royal” than usual.

She said: “If anything it is the Cambridge’s campaign that is the least royal in tone so far.

“They seem to be messaging the public from a much more current and recognisable place, both with Kate’s bobble-hatted selfie to announce the start of Children’s’ Mental Health Week and now this first in a series of short soundbites illustrated by a toolbar that fits in well with the everyday world of social media.”

Judi claimed William and Kate’s use of language veers away from their royal status and makes them seem more accessible.

She said: “The words and tone of this first message make it simple, punchy and readable rather than ‘celebrity’.


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Judi added: “Written in only two sentences, the first, briefer one is empathetic, using the word ‘we’ to suggest group thinking and experience.”

The analyst also claimed the lack of traditional punctuation suggests the tweet wasn’t overseen by palace aides.

She said: “There is a full-stop before the ‘but’, but the non-traditional punctuation suggests a lack of palace editing.”

According to the expert, the Cambridges’ new message did mirror Harry’s more “down-to-earth” approach to public life.

She added: “It also adds a feeling of motivation to the thought about ‘making a big difference’, which is slightly more modest and down-to-earth in tone that Harry’s signature mantra of wanting to ‘Make the world a better place.’”

Judi claimed William and Kate seem to have found a way to “work in tandem” with the Sussexes on campaigns going forward.

“By sticking to a more natural and less glamorous approach it would seem William and Kate might have found the answer to shared campaigns that work well in tandem, taking their vital messages to the widest number of people in the US and the UK.”

Meghan and Harry launched their Archewell non-profit organisation at the start of the year which is expected to focus on mental health and climate change among other issues.

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