LONDON (AP) — Public displays of affection in a royal video? Wow, how things have changed!
When the Princess of Wales shared that she had finished her chemotherapy treatment in a softly focused video designed for social media, she entered a new territory for Britain’s royal family, which has long been recognized for its stiff upper lip and the “never complain, never explain” attitude of the late Queen Elizabeth II.
In this moment, the most beloved royal, commonly known as Kate, utilized social media to reveal that despite her wealth and privilege, her life had been drastically altered by cancer, just like countless others.
However, it wasn’t just the message she conveyed, but the way she expressed it. Unlike her previous health updates, which felt clinical and factual, this video had a much more personal tone. Released on Monday, the well-produced short film featured Kate embracing Prince William and their three young children while capturing heartfelt family moments at home with her parents.
There’s even a tender kiss on her cheek.
“It is a significant departure,” said George Gross, a royal historian at King’s College London. “But I believe people will watch it and might not fully recognize that shift. They will see it and think: This is just right, this is normal. This is what families do.”
A Shift Towards Openness
Kate’s video represents the royal family’s latest attempt at being more open since King Charles III ascended the throne in 2022. This desire for transparency has faced various challenges this year, especially as both Charles and Kate have battled serious health issues and shared their cancer treatment journeys.
For centuries, the royal family has kept news about illnesses private, fearing it could undermine their authority. This reluctance to share details persisted even after they became constitutional figures.
The British public was not informed about King George VI, Charles’ grandfather, suffering from lung cancer before he passed away at 56 in February 1952. The announcement simply stated that the king had “passed peacefully away in his sleep.”
King George V died in 1936 after dealing with heart and lung diseases. Instead of being forthcoming about the king’s health, palace officials deliberately timed the announcement of his death to garner favorable press coverage. Later diary entries revealed that the king’s physician administered morphine and cocaine to hasten the king’s passing — aimed at ensuring the news broke in the morning papers rather than the evening editions.
Charles has taken a more open approach compared to his mother, Elizabeth, who the palace described as having “mobility issues” in her final months.
In January, Buckingham Palace announced that Charles would be undergoing treatment for an enlarged prostate in a London hospital. Shortly afterward, the king revealed he would step back from public duties to receive treatment for an unspecified type of cancer. However, these announcements were issued as straightforward news releases from the palace.
A New Generation of Royals
In contrast, Kate and William, both 42, are part of a new generation that feels much more at ease sharing personal matters on social media.
The video featuring Kate was directed by William Warr, the creative director at Detail Films, which specializes in blending film production techniques with strategic marketing to create “beautiful branded films.”
“We exist to help brands tell stories that resonate with their audience,” the company states on its website.
In the video, Kate opened up about the difficulties her family has faced over the past nine months and expressed her “relief” at finishing her course of treatment.
“Life can change in an instant, and we have had to navigate the stormy waters and the uncertain roads ahead,” she shared in the video, which was filmed in a woodland near the family’s summer dwelling in Norfolk.
Many see this film as a testament to a family coming together during a challenging time, a common response when faced with illness — sharing their feelings with others.
“It is a love story,” former BBC royal correspondent Michael Cole told TalkTV. “You’re witnessing it. You’re seeing what it means for a family.”
Public relations and crisis consultant Mark Borkowski highlighted the significance of the film as “a major change in how the royal family manages its public image.”
“Kate’s journey is deeply personal and profound, but they’ve realized that emotions can be carefully managed — and even used effectively in small, impactful doses,” he explained. “By presenting this through a polished film, they maintain dignity and control while appearing relatable.”
The Social Media Era
The need for the royal family to adopt new storytelling techniques in the age of TikTok and Instagram became particularly evident when palace officials announced in January that Kate would be hospitalized for abdominal surgery. While the palace offered minimal details about her condition, social media was abuzz with speculation regarding the true nature of her illness as Kate withdrew from public life to focus on her recovery.
When the princess disclosed her cancer diagnosis two months later, she addressed the public directly in a serious video, asking for “time, space, and privacy” during her treatment.
In June, Kate provided another video update, sharing that she experienced both good and bad days.
Although Kate stepped back from most public engagements during her treatment, she made two notable appearances this year. First, during the king’s birthday parade in June, known as Trooping the Colour, and later at the men’s final at Wimbledon in July, where she was warmly received with a standing ovation.
Now that she has completed chemotherapy, Kate plans to gradually return to her public duties, “taking a few more public appearances” in the upcoming months.
However, in her video, she acknowledged that the road to full recovery will be lengthy and that she would “take each day as it comes.”
“William and I are incredibly grateful for the love and support we’ve received and have drawn immense strength from those who are with us during this time,” she said. “The kindness, empathy, and compassion shown to us have been truly humbling.”
This video should be understood as part of the king’s broader effort to promote openness within the royal family as he seeks to build public support for the monarchy, Gross noted.
“It’s a strategic operation. The entire firm is working together,” he said. “I think it reflects a genuine commitment to being as transparent as possible while still respecting the privacy that is necessary in these matters.”
