The younger generation of senior royals, especially the Cambridges and Sussexes, have all championed mental health in their own unique ways, launching initiatives and supporting organizations locally.

Continuing in that tradition, Kate Middleton announced her new sponsorship through a video message, offering her support for maternal mental health awareness more specifically on the occasion of Maternal Mental Health Awareness Week.

"We all know that pregnancy, birth, and the first months and years of a child's life can be very challenging," the Duchess of Cambridge said in the announcement.

"Parents often feel alone and overwhelmed in these early years. It is reported that approximately 20% of women in the UK experience perinatal mental illness. Sadly, we also know that many more suffer in silence. There is no one who does not experience anxiety and depression during this period.

Newsweek noted that this part of the Duchess' message felt like a subtle nod to Meghan Markle's own mental health struggles during pregnancy, which she revealed in an interview with Oprah Winfrey in March 2021.

"It is therefore crucial that everyone who may be suffering has the right support at the right time, can share these feelings without fear of judgment, and can access the information, care, and support they desperately need to recover," Middleton continued. [Much of this important work has been led by a wonderful organization called the Maternal Mental Health Alliance. [because] by enabling the next generation of children to thrive, we can build a stronger, healthier, more nurturing society, which benefits us all."

The Duke and Duchess of Cambridge's Royal Foundation is particularly committed to promoting mental health care and combating mental health stigma.