31 January 2023 , 00:00
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The Princess of Wales today launches a new five-year campaign to shape the nation’s perception in supporting the early development of young children.
The future queen has said "it is more important than ever" to support generations of youngsters to realise their full potential.
The Shaping Us campaign will aim to improve society's understanding of the importance of early childhood in shaping adulthood and society as a whole.
In a speech at a pre-launch event last night at the Bafta headquarters in London, mum-of-three Kate said: “As the campaign progresses, we will explore in more depth the importance of a child’s social and emotional world - the significance of relationships in shaping a child’s understanding of themselves and the world in which they live and also the impact of the surroundings and experiences a child is exposed to during these formative years.
“Together these play a key role in shaping our future lives.
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A still from the Princess of Wales' 'Shaping Us' campaign (PA)“Yet they rarely get as much focus as our physical health and cognitive development.”
Prince William accompanied his wife to the event, alongside the Princess’s team of celebrity ambassadors including radio DJ Ferne Cotton and podcaster Giovanna Fletcher.
The long-term project, launched on Tuesday by The Royal Foundation Centre for Early Childhood, is said to be Kate's "life's work", which she hopes will influence attitudes towards children in the early years period of their lives.
The Royal couple at the launch event, hosted by The Royal Foundation Centre for Early Childhood (POOL/AFP via Getty Images)
The campaign is said to be Kate's 'life's work' (POOL/AFP via Getty Images)A 90-second claymation film has also been released, depicting how the development of a young girl from the age of zero to five is shaped by interactions and her environment, and will be shown in cinemas from Friday.
Royal sources said the project would become Kate's "life's work" while also using her mental health campaigning with Prince William over the last decade as a blueprint for potential success.
The campaign has the support of a number of other notable faces, including musician Professor Green, actress Zara McDermott and footballer Leah Williamson.
The campaign has the support of a number of renown faces including musician Professor Green, actress Zara McDermott and Lioness captain Leah Williamson (POOL/AFP via Getty Images)A Kensington Palace spokesman said the importance of early years development will be "key focus" for Kate for the "rest of her life".
Amanda Berry, who leads the Royal Foundation, which is funding the project, said: "We've been raising awareness of the extraordinary impact of the early years and highlighting the need to increase societal understanding of the transformative impact of early childhood.
"Our first public perception survey in 2022 found that less than one in five people understood the unique importance of the first five years of our lives, and within that the figures for young people and men were even lower.
The campaign is hoping to 'positively influence the lives of the next generation for decades to come' (POOL/AFP via Getty Images)
The new campaign will be a 'key focus' of the Princess of Wales (POOL/AFP via Getty Images)"As part of this campaign, we are publishing more in-depth research, which shows that around one in three, 36% of adults report knowing just a little or nothing about how children develop in their early childhood.
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"So, in response, we will be aiming to increase in those awareness figures significantly."
Eamon McCrory, professor of developmental neuroscience and psychopathology at University College London, said: "By ensuring children and parents are supported during this critical period we - as individuals and a society - can positively influence the lives of the next generation for decades to come."