In a significant move to address the pressing mental health needs of rural communities, The Prince and Princess of Wales have announced a new collaboration with Norfolk and Waveney Mind. This initiative aims to provide vital mental health support to rural and farming communities in Northwest Norfolk, including those living and working on the Sandringham Estate.
The Royal couple, deeply connected to the local area, are co-funding a two-year pilot programme set to launch in 2025. The programme will introduce two part-time positions: a Rural Mental Health Coordinator and a Counsellor. These roles will focus on proactive outreach, offering tailored support to the 1,500-strong community in Northwest Norfolk, nearly half of whom reside on the Sandringham Estate.
The Duke and Duchess of Cambridge visit Teagasc Research Farm and speak to farmers and school children, on the second day of their three day visit to Ireland, in County Meath, Ireland, on the 4th March 2020.
Picture by James Whatling
The initiative addresses the growing evidence of mental health struggles within rural and farming communities across the UK. Rural isolation and limited access to support services continue to impact the wellbeing of many, with alarming statistics showing that one farmer loses their life to mental health issues every week. By establishing this pilot programme, The Prince and Princess of Wales hope to provide much-needed resources and break down barriers to mental health support.
The pilot will go beyond traditional counselling services. It will offer targeted sessions for different groups within the community, including parent and toddler groups, menopause support, and men’s mental health sessions. By creating safe, inclusive spaces, the programme aims to foster supportive networks and open conversations around mental health.
Additionally, the initiative will include mental health training for local employers. This proactive approach seeks to equip community members with the tools to manage their mental health before reaching a crisis point.
If successful, this pilot could become a blueprint for sustainable mental health funding and support, potentially extending to other rural estates across the UK.
The Prince and Princess of Wales have made mental health support in rural areas a key area of their work. (Kensington Royal)
Sonja Chilvers, Interim CEO, Norfolk and Waveney Mind said: ‘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 delighted to be working with The Prince and Princess of Wales, who know our Northwest Norfolk communities well, and we are keen to see the difference that this pilot will make to local people’s mental health.’
‘Our innovative new partnership will drive proactive outreach and preventative measures to the whole community and form a vital step in better protecting the wellbeing of local people. If successful, it could be used as an example and replicated in other rural estates and communities across the UK.’
The Duke of Cornwall talking to local farmer, Tim Hicks at Troytown Farm during a visit to St Agnes, Isles of Scilly. (Picture by Andrew Parsons / Kensington Palace)
In 2023, The Duchy of Cornwall and The Prince of Wales launched a Mental Health Strategy for their tenants with a specific focus on farmers and rural communities.
The strategy is designed to prioritise farmer’s mental health, as well as de-stigmatising it within the agricultural sector where one farmer loses their battle with mental health each week in the UK.
By prioritising mental health in rural areas, The Prince and Princess of Wales are not only addressing a crucial need but also setting a precedent for comprehensive, community-driven mental health care across the country.
