The Prince and Princess of Wales are partnering with a mental health charity to help people in Norfolk, a region that has provided peace during a trying year.
Prince William, 42, and Kate, also 42, are working with Norfolk and Waveney Mind to improve mental health care and resources for rural and farming areas in the county’s northwestern region.
Norfolk has long been a source of comfort for the Prince and Princess of Wales, who frequently retire to their residence at Anmer Hall on the Sandringham estate in East Anglia during the school holidays and to take a respite from public duties.
Notably, the Waleses’ unusually private video broadcast when Kate revealed she had finished chemotherapy was shot in the woodlands surrounding Anmer Hall as well as at Holkham Bay, where they also took anniversary and Father’s Day family shots.
The royals will co-fund a new pilot programme that will provide additional mental health care to local communities, including people who live and work on the Sandringham Estate.
The new pilot program has the potential to serve the 1,500-strong population in Northwest Norfolk, nearly half of whom live on the Sandringham Estate.
The pilot program, which will span two years, will begin in 2025 and will create two part-time positions: one Rural Mental Health Coordinator and one Counsellor.
The announcement comes as data reveals a significant need for further mental health help in rural and farming areas across the UK.
Rural isolation and poor mental health are prevalent throughout the United Kingdom, and one farmer dies each week as a result of mental health difficulties.
Sonja Chilvers, Interim CEO of Norfolk and Waveney Mind, stated: “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 thrilled to be working with The Prince and Princess of Wales, who are well-known in our Northwest Norfolk towns, and we’re excited to see how this trial will impact local people’s mental health.
‘Our creative new alliance will promote proactive outreach and preventative actions to the entire community, representing a critical step toward better protecting the well-being of local residents.
‘If successful, it might be adopted as a model for other rural estates and communities across the UK.
‘Delivering these new services is part of an exciting set of changes for our charity in Northwest Norfolk, as we also prepare to introduce our new-look Talking Therapies service from our REST Heacham site, offering free counselling to those suffering from anxiety and depression.
In addition to increasing local supply of direct, face-to-face counselling and drop-in sessions, the pilot plan will hold focused sessions for various members of the community, such as parent and child 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, nevertheless, he’s been quite clear that mental health is one of his priorities.’
During the visit, the Royal couple met Sam and Emily Stables, who launched 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.
Sam explained why they were inspired to establish it: ‘A couple of years ago, I went through a really horrible moment and made the decision that I don’t want to be here anymore.’
He broke down in tears and said, ‘I just know how tough it is in the farming industry, and the support I had was unbelievable.’
“When we moved to Hereford, we realized there was a real lack of mental health support, especially for the farming community. There was also a massive stigma surrounding mental health,” Emily explained.
That week, William indicated that mental health initiatives will be central to his future approach to running the Duchy.
‘The conversations progressed this year from him saying this is an absolute imperative for us to be where we are today,’ Morris explained.
‘His Royal Highness has clearly led on this,’ he continued, saying: ‘He looked at me and said: ‘Matt, what are we doing about this?’
The move represents the first substantial departure from how his father managed the estate, which earns approximately £24 million in annual income for the Prince of Wales’ family.
His new goal will be to provide mental health care and support to all tenants of the 130,000-acre estate he inherited after his grandmother’s death.
In addition to offering continuous mental health care to all Duchy tenants, the We Are Farming Mind charity will assist with a specific focus on those in remote and isolated regions.
‘They’re simply so enthusiastic about mental health and sincere. They want to help us and British farming; what more could you want? Sam spoke after William and Kate had left.
‘[The Duchy’s new effort] is significant, and I know it will be a terrific cooperation, and hopefully we will be able to give renters with specialised support,’ he said.
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