The Prince and Princess of Wales are teaming up with a mental health charity to support people in a place that has brought them solace during a difficult year; Norfolk.
Prince William, 42, and Kate, also 42, are collaborating with Norfolk and Waveney Mind to boost mental health support and resources for rural and farming communities in the north west of the county.
Norfolk has long been a place of comfort for the Prince and Princess of Wales, who often retreat to their residence of Anmer Hall on the Sandringham estate in the East Anglian region during the school holidays and when they want to take a break from public facing duties.
Notably, the extraordinarily intimate clip released by the Waleses when Kate announced she had completed chemotherapy was filmed in the woodland around Anmer Hall and also at Holkham Bay, where they also shot anniversary and Father’s Day family photos.
The royals will be co-funding a new pilot programme which will provide additional mental health support to communities in the area including, but not limited to, those living and working on the Sandringham Estate.
The new pilot will have the potential to reach across the 1,500 strong community in Northwest Norfolk, nearly half of whom live on the Sandringham Estate.
The pilot programme, which will last two years, will officially launch in 2025, and will provide two part-time roles including one Rural Mental Health Coordinator and one Counsellor.
The announcement comes as evidence suggests a strong need for further mental health support for rural and farming communities across the UK.
Rural isolation and poor mental health are still widespread in across the UK, and sadly, one farmer loses their battle with mental health issues each week.
Sonja Chilvers, Interim CEO, Norfolk and Waveney Mind said: ‘We are all too aware of the specific mental health challenges faced by people in rural settings, particularly those in the farming community.
‘We’re delighted to be working with The Prince and Princess of Wales, who know our Northwest Norfolk communities well, and we are keen to see the difference that this pilot will make to local people’s mental health.
‘Our innovative new partnership will drive proactive outreach and preventative measures to the whole community and form a vital step in better protecting the wellbeing of local people.
‘If successful, it could be used as an example and replicated in other rural estates and communities across the UK.
‘Delivering these new services is part of an exciting series of developments for our charity in Northwest Norfolk, as we also prepare to launch our new-look Talking Therapies service from our REST Heacham site, opening up free counselling for people experiencing anxiety and depression.’
As well as boosting local provision of direct, face-to-face counselling and drop-in sessions, the pilot programme will also run targeted sessions for different members of the community, including parent and toddler groups, menopause and men’s groups.
These ensure that support is provided in a safe, non-judgemental environment, and build supportive relationships between attendees.
The pilot programme will also involve the roll out of mental health training to local employers so that members of the community can be better supported at looking after their mental health before they hit crisis point.
It is also hoped the project can become a blueprint for sustainable rural mental health funding, which if successful could be rolled out to other rural estates across the UK.
The pilot comes following the pledge from Prince William to provide mental health support for tenant farmers on the Duchy of Cornwall Estate.
William’s ‘evolution’ of the Duchy of Cornwall was hailed as he launched the new mental health scheme for tenants of the estate in September last year.
The announcement coincided with the Prince and Princess visiting a farm in Hereford to discuss the importance of prioritising farmers’ mental health in the agricultural industry.
Matthew Morris, the Rural Director of the Duchy, said: ‘So far Prince William as our new Duke, it’s been evolution rather than revolution, however, he’s been very clear that mental health is one of his priorities.’
During the visit, the Royal couple met Sam and Emily Stables, who started the mental health charity We Are Farming Mind three years ago to help struggling farmers deal with the uncertain nature of their job, bereavement, depression and more.
Speaking about why they had been inspired to start it, Sam said: ‘A number of years ago, I went through a really bad time and made the decision that I don’t want to be here anymore.’
Breaking down in tears, he continued: ‘I just know how tough it is in the farming industry and the support I had was unbelievable.’
‘When we moved to Hereford… we realised there was a real lack of mental health support, especially for the farming community, there was a massive stigma surrounding mental health,’ Emily added.
It was announced that week that William will put mental health schemes at the heart of his approach to running the Duchy going forward.
‘The conversations evolved this year from him saying this is an absolute priority to us being where we are today,’ Morris said.
‘His Royal Highness has absolutely led on this,’ he added, saying: ‘He looked at me and said: ‘Matt, what are we doing about this?’
The move marks the first significant change from how the estate, which generates an annual income of some £24 million for the Prince of Wales’s family, was run by his father.
His new strategy will aim to provide mental health care and support for all tenants of the 130,000-acre estate he inherited on the death of his grandmother.
As well as providing ongoing mental health support to all the Duchy’s tenants, it will also have a specific focus on those in rural and more isolated communities, helped by the We Are Farming Mind charity.
‘They’re just so passionate about mental health and so genuine. They want to support us and support British farming, what more could you want?’ Sam said once William and Kate had left.
‘[The Duchy’s new initiative] is massive and I know it will be a fantastic partnership and hopefully we can provide the tenants with specialised support,’ he added.
