Kate Middleton launches ‘life’s work’ campaign to support youngsters

• The Princess of Wales launches Shaping Us campaign.
• Five-year project aims to change the nation’s view of early childhood development.
• A 90-second claymation film will be shown in cinemas starting Friday.

The Princess of Wales today launches a new five-year campaign to change the nation’s perception of early childhood development.

The future queen has stated that it is “more important than ever” to help future generations of children reach their full potential.

The Shaping Us campaign will seek to increase public awareness of the importance of early childhood in shaping adulthood and society as a whole.

“As the campaign progresses, we will explore in greater 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, as well as the impact of the surroundings and experiences a child is exposed to during these formative years,” Kate said at a pre-launch event last night at the Bafta headquarters in London.

“Together, these play an important role in shaping our future lives.

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

Prince William attended the event with his wife, as did the Princess’s team of celebrity ambassadors, which included radio DJ Ferne Cotton and podcaster Giovanna Fletcher.

The long-term project, which was launched on Tuesday by The Royal Foundation Centre for Early Childhood, is described as Kate’s “life’s work,” and she hopes it will influence attitudes toward children in their early years.

A 90-second claymation film has also been released, depicting how interactions and her environment shape the development of a young girl from the age of zero to five, and will be shown in cinemas starting Friday.

According to royal sources, the project will become Kate’s “life’s work,” with her mental health campaigning with Prince William over the last decade serving as a model for potential success.

Other notable supporters of the campaign include musician Professor Green, actress Zara McDermott, and footballer Leah Williamson.

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