In November 2024, Prince William was in South Africa for Earthshot. He had a photo-op with some local vendors, and he was photographed holding up and sniffing a jar of jam. A former courtier told the Royalist that William was a deliberate “troll” of his sister-in-law, the Duchess of Sussex, and that “Nothing happens by accident when it comes to royal photos. It looks very much like he is trolling her.” Nothing happens by accident when it comes to royal photos, remember that? And we should also remember that William is consumed by thoughts of Prince Harry and Meghan, and he will often insert shady references to them months or years after they’ve done or said something. So… it’s hard to take William’s comments about suicide prevention at face value, given what we know about his sister-in-law.
The Prince of Wales said that “we do not always see what is happening behind closed doors” at he launched his suicide prevention initiative. The Princess of Wales joined her husband in Liverpool for the launch of the On Your Side toolkit, aimed at helping the sports sector tackle serious mental health issues among players, coaches and fans.
It was the Princess’s first engagement since the Royal family’s summer break at Balmoral, and a show of support for a major new campaign for the Prince. She is understood to have wanted to join her husband because mental health is an issue championed by them both.
In a speech at Everton’s Hill Dickinson stadium, the Prince said: “Sport has the ability to reach people who may never walk through the door of a mental healthcare service.” He added that “reaching out is not a sign of weakness – it is a sign of strength”.
“If sport can help build resilience, connection and belonging, then sport can also help save lives,” he said. “It is also important for us all to remember that we do not always know what someone is going through. We do not always see what is happening behind closed doors, or understand the battles that may be taking place beneath the surface. That is why kindness matters, why checking in matters, and why simply asking someone how they are can make more of a difference than we realise. And if there is anyone listening today who is struggling, who feels overwhelmed, isolated, or without hope, please know this: you are not alone.”
The toolkit, developed with the British Standards Institution and mental health charity Chasing the Stigma, is being supported by the Royal Foundation. Attempting to tackle the fear and misunderstanding around suicide, the toolkit says: “There is no evidence that asking someone directly if they are thinking about suicide accelerates those thoughts.”
It says that asking such questions “does not put the idea in someone’s head and can reduce risk by opening the door to support”.
If we’re being generous, it’s possible he attached his name to someone else’s initiative, read a speech that was written for him, and wasn’t self aware enough not to touch this issue. Many are suggesting that he’s referencing or “deliberately trolling” Meghan yet again, like another jam reference. Given everything we know about William, that makes the most sense. It’s like William is daring people to push back on him – “We do not always see what is happening behind closed doors, or understand the battles that may be taking place beneath the surface.” Does he want us to look out for our friends and family who may be struggling, or does he want sympathy for himself? Or is it hidden Option C?
Photos courtesy of Avalon Red, Cover Images.
- LIVERPOOL, ENGLAND – SEPTEMBER 10: Prince William, Prince of Wales makes a speech during the launch of a Suicide Prevention Toolkit on World Suicide Prevention Day at Hill Dickinson Stadium on September 10, 2026 in Liverpool, England. The Prince of Wales and The Royal Foundation have launched “On Your Side: A Suicide Prevention Toolkit for People in Sport”, a guide designed to aid suicide prevention across sporting environments.,Image: 1133160846, License: Rights-managed, Restrictions: *** NO UK USE FOR 48 HRS ***, Model Release: no , Credit line: Shirlaine Forrest/Avalon
- 10/09/2026. The Prince and Princess of Wales Attend this landmark event at the new home of Everton Football Club – Hill Dickinson Stadium, Liverpool. His Royal Highness brought together leading figures from across sport to call on the sector to unite behind a shared goal to prevent suicide, on World Suicide Prevention Day. Developed in partnership with the UK’s national standards body – the British Standards Institution – and mental health charity Chasing the Stigma, the toolkit aims to turn good intentions into everyday action. During the event, major sports organisations including the FA, Premier League and British Cycling announced a wave of commitments around the implementation of the toolkit within their policies, practices and communities.,Image: 1133090129, License: Rights-managed, Restrictions: © Kensington Palace. This image may only be used for news or editorial reporting purposes. This image must NOT be used for any commercial or other use, save for news or editorial reporting and cannot be altered or amended in any manner or form whatsoever., Model Release: no , Credit line: Andrew Parsons / Kensington Palace/Avalon
- LIVERPOOL, ENGLAND – SEPTEMBER 10: Catherine, Princess of Wales and Prince William, Prince of Wales speak about the stigma surrounding mental health sat on the Gary Speed memorial bench with the late footballer’s mum, Carol, and Sam who has been supported by Everton in the Community during the launch of a Suicide Prevention Toolkit on World Suicide Prevention Day at Hill Dickinson Stadium on September 10, 2026 in Liverpool, England. The Prince of Wales and The Royal Foundation have launched “On Your Side: A Suicide Prevention Toolkit for People in Sport”, a guide designed to aid suicide prevention across sporting environments.,Image: 1133160440, License: Rights-managed, Restrictions: *** NO UK USE FOR 48 HRS ***, Model Release: no , Credit line: Shirlaine Forrest/Avalon
- LIVERPOOL, ENGLAND – SEPTEMBER 10: Catherine, Princess of Wales and Prince William, Prince of Wales speak about the stigma surrounding mental health sat on the Gary Speed memorial bench with the late footballer’s mum, Carol, and Sam who has been supported by Everton in the Community during the launch of a Suicide Prevention Toolkit on World Suicide Prevention Day at Hill Dickinson Stadium on September 10, 2026 in Liverpool, England. The Prince of Wales and The Royal Foundation have launched “On Your Side: A Suicide Prevention Toolkit for People in Sport”, a guide designed to aid suicide prevention across sporting environments.,Image: 1133160452, License: Rights-managed, Restrictions: *** NO UK USE FOR 48 HRS ***, Model Release: no , Credit line: Shirlaine Forrest/Avalon
- LIVERPOOL, ENGLAND – SEPTEMBER 10: Prince William, Prince of Wales and Catherine, Princess of Wales during the launch of a Suicide Prevention Toolkit on World Suicide Prevention Day at Hill Dickinson Stadium on September 10, 2026 in Liverpool, England. The Prince of Wales and The Royal Foundation have launched “On Your Side: A Suicide Prevention Toolkit for People in Sport”, a guide designed to aid suicide prevention across sporting environments.,Image: 1133160479, License: Rights-managed, Restrictions: *** NO UK USE FOR 48 HRS ***, Model Release: no , Credit line: Shirlaine Forrest/Avalon
- LIVERPOOL, ENGLAND – SEPTEMBER 10: Prince William, Prince of Wales and Gabby Logan during the launch of a Suicide Prevention Toolkit on World Suicide Prevention Day at Hill Dickinson Stadium on September 10, 2026 in Liverpool, England. The Prince of Wales and The Royal Foundation have launched “On Your Side: A Suicide Prevention Toolkit for People in Sport”, a guide designed to aid suicide prevention across sporting environments.,Image: 1133160542, License: Rights-managed, Restrictions: *** NO UK USE FOR 48 HRS ***, Model Release: no , Credit line: Shirlaine Forrest/Avalon
- 10/09/2026. The Prince and Princess of Wales Attend this landmark event at the new home of Everton Football Club – Hill Dickinson Stadium, Liverpool. His Royal Highness brought together leading figures from across sport to call on the sector to unite behind a shared goal to prevent suicide, on World Suicide Prevention Day. Developed in partnership with the UK’s national standards body – the British Standards Institution – and mental health charity Chasing the Stigma, the toolkit aims to turn good intentions into everyday action. During the event, major sports organisations including the FA, Premier League and British Cycling announced a wave of commitments around the implementation of the toolkit within their policies, practices and communities.,Image: 1133168977, License: Rights-managed, Restrictions: © Kensington Palace. This image may only be used for news or editorial reporting purposes. This image must NOT be used for any commercial or other use, save for news or editorial reporting and cannot be altered or amended in any manner or form whatsoever., Model Release: no , Credit line: Andrew Parsons / Kensington Palace/Avalon
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The Prince and Princess of Wales during a visit to Everton FC’s Hill Dickinson Stadium in Liverpool, to meet leading figures from across sport to call on the sector to unite behind a shared goal to prevent suicide, on World Suicide Prevention Day. The Prince and The Royal Foundation are launching On Your Side: A Suicide Prevention Toolkit for People in Sport – a first-of-its-kind toolkit designed to strengthen suicide prevention across sporting environments.
Featuring: Catherine, Princess of Wales, Prince William, Prince of Wales
Where: Liverpool, United Kingdom
When: 10 Sep 2026
Credit: PA Images/INSTARimages**NORTH AMERICA RIGHTS ONLY**
-
The Prince and Princess of Wales during a visit to Everton FC’s Hill Dickinson Stadium in Liverpool, to meet leading figures from across sport to call on the sector to unite behind a shared goal to prevent suicide, on World Suicide Prevention Day. The Prince and The Royal Foundation are launching On Your Side: A Suicide Prevention Toolkit for People in Sport – a first-of-its-kind toolkit designed to strengthen suicide prevention across sporting environments.
Featuring: Catherine, Princess of Wales, Prince William, Prince of Wales
Where: Liverpool, United Kingdom
When: 10 Sep 2026
Credit: PA Images/INSTARimages**NORTH AMERICA RIGHTS ONLY**













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