Can royalty help destigmatize mental illness?

Members of the royal family are using their celebrity to change the conversation about emotional trauma and mental illness by discussing their personal grief.
William, Duke of Cambridge, told the BBC that he had to “learn to deal with” the loss of a parent.
“The shock is the biggest thing [which] I still feel 20 years later, about my mother,” William said.
“You never get over it, it’s such an unbelievably big moment in your life that it never leaves you. You just learn to deal with it.”
The royals’ campaign #OkToSay is part of the family’s Heads Together organization, which is the culmination of their multifaceted work around mental illness in the UK, from addiction to post-traumatic stress disorder. The campaign features videos of celebrities and everyday citizens having person-to-person conversations about trauma and mental illness in their lives.
The duke and duchess shared a picnic table with Prince Harry to talk about their work and personal history.
The video is lengthy for an internet sensation, clocking in at a little under seven minutes, but the conversational tone suggests a tête-a-tête with a close friend. The style is replicated throughout the video series. Some focused on the secret pain of new parents:
After the Duchess of Cambridge opening up about loneliness, Camilla shared her story of post-natal depression @heads_together #oktosay pic.twitter.com/3Pg9L6uqHe
— Action for Children (@actnforchildren) April 21, 2017
Other videos focused on grief surrounding death and loss:
Prince William also reached across the pond to U.S. music icon Lady Gaga. Citing inspiration from her open letter about suffering from PTSD, the prince and the pop star shared a frank conversation about mental illness and the shame that often comes with it.
Thanks to Prince William & @heads_together for inviting me to join this important conversation around mental health awareness #oktosay pic.twitter.com/w4RYmw7Llj
— xoxo, Gaga (@ladygaga) April 18, 2017
Corporate sponsors of the campaign have also tweeted content. Unilever shared this video in the style of the campaign about the mental health of parents.
.@BabyDoveUKI is working w/ @BestBeginnings & @Heads_Together to talk about parental mental health. Watch Kate & Carole’s story #oktosay pic.twitter.com/SUGD1g3kKQ
— Unilever UK & IRE (@UnileverUKI) April 21, 2017
The #oktosay campaign centered on the London Marathon with a BBC documentary following a group of 10 marathoners with a history of mental illness. Heads Together also released a headband for runners to wear to show their support. The blue fashion item went on to have a life of its own on social media.
It inspired an emoji:
A post shared by RUNARCHY (@runarchy) on Apr 11, 2017 at 1:09am PDT
It also became a Snapchat filter:
Have you tried on your digital #HeadsTogether headband yet? Here is The Duke & Duchess wearing theirs. Download yours via the Snapcode pic.twitter.com/aUJcGSdKUw
— Heads Together (@heads_together) April 21, 2017
Even physical landmarks changed their style:
Look up! The @thameswater Tower has donned its #HeadsTogether headband. Are you wearing yours for @LondonMarathon? pic.twitter.com/X0CgQZNMNL
— Heads Together (@heads_together) April 21, 2017
The campaign also asked members of the public to tweet photos of their support system and recognize the people who help them cope with difficult times.
@heads_together #oktosay #headstogether
My @tctom 💙 Through bad times, bipolar diagnosis, therapy, debt management, fielding calls, hugs, chocolates + more! pic.twitter.com/uNETp78u8s— Yvie Johnson (@yvie_johnson) April 11, 2017
Everyone has #MentalHealth. This week furbaby Rascal is supporting me through #stress of writing course assessment. #oktosay #headstogether pic.twitter.com/Fioc4G5Cag
— Roxana Rudzik-Shaw (@RRS_consultancy) April 11, 2017
The awareness campaign provided a platform for advocates to share resources with a wide audience. Heads Together tweeted a large directory of support groups and crisis centers.
Thank you all for continuing to share your stories with us & for helping others realise they are not alone. You. are. not. alone. #oktosay pic.twitter.com/UUA35gFIcf
— Heads Together (@heads_together) April 21, 2017
Communicators, how are you talking about mental illness in your communities? Could local leaders or other public figures be spokespeople for your campaign?
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