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Princess of Wales launches early years campaign at Bafta event

The Prince and Princess of Wales - Eddie Mulholland for The Telegraph
The Prince and Princess of Wales - Eddie Mulholland for The Telegraph

The Princess of Wales outlined her vision for a major new public awareness campaign about the importance of early childhood on Monday evening, warning that it is “essential” to understand how the first five years shape the adults we become.

The Princess, accompanied by Prince William, attended a launch event at Bafta, where she introduced the long-term campaign that will form the foundation of her future work.

Called Shaping Us, it aims to improve society's understanding of the significance of early childhood in shaping adulthood and society as a whole.

The campaign film, a 90-second animation charting the experiences of a young girl from birth to her fifth birthday, was screened at the event.

The Princess said: “During this time we lay the foundations and building blocks for life.

“And it is when we learn to understand ourselves, understand others and understand the world in which we live.

This is why it is essential, to not only understand the unique importance of our earliest years, but to know what we can all do to help raise future generations of happy, healthy adults.”

The Bafta event was hosted by Kate Silverton, a mental health campaigner who has written a guide for parents of young children.

The evening also featured short speeches from the Princess, Amanda Berry, chief executive of The Royal Foundation, and campaign champion, Rochelle Humes.

The Princess of Wales greets Kate Silverton - Eddie Mulholland for The Telegraph
The Princess of Wales greets Kate Silverton - Eddie Mulholland for The Telegraph

Other high profile supporters include England footballer Leah Williamson, singer Professor Green, television personalities Fearne Cotton, Zara McDemormott and Roman Kemp, former rugby player Ugo Monye, singer Jax Jones and podcaster Giovanna Fletcher.

The celebrities will help promote the campaign to their respective audiences and generate awareness, particularly among the younger generation.

Catherine said: “Shaping Us is a long-term campaign, and we’re starting by highlighting how we develop during early childhood and why these years matter so much in terms of shaping who we become.

“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. Yet they rarely get as much focus as our physical health and cognitive development.

“And of course, by understanding our own childhoods – what has shaped our own beliefs, relationships, behaviours and feelings – we, as adults, are better placed to play our part in positively shaping future generations.”

Princess of Wales - Eddie Mulholland for The Telegraph
Princess of Wales - Eddie Mulholland for The Telegraph

On Saturday, the Princess published an open letter warning that too much “time and energy” is spent on later life. She said she was “absolutely determined” to shift the focus to the early years.

The campaign marks the first major announcement from The Royal Foundation’s Centre for Early Childhood, launched by the Princess in 2021, when she signalled her intention to elevate the status of the early years to be on a par with global issues such as the environment.

The Princess is understood to have been “actively involved” in every element of the campaign and is working with a panel of expert advisors who will guide her through the next steps, which for now remain under wraps.

Eamon McCrory, professor of developmental neuroscience and psychopathology at University College London and a member of the advisory group, and Dr Guddi Singh, paediatrician and health campaigner, took part in a Q&A session at the launch event.

The Prince and Princess then joined a drinks reception with campaign stakeholders, including members of the Princess’s advisory group and representatives from the early years sector.