On Thursday, William, 36, released a video message in partnership with Crisis Text Line, encouraging people across the United Kingdom to apply to become crisis volunteers for Shout.
Crisis Text Line has been in the United States for over five years and has processed 100 million messages with the help of 5,000 trained crisis volunteers since launching. Nancy Lublin, the CEO and founder of Crisis Text Line explains to PEOPLE why the royal family was a natural partner to bring the initiative to the U.K.
“They’re really the first celebrities around the world to really take on mental health,” Lublin says. “It’s been so personal and they’ve done such a fantastic job elevating the issue and reducing stigma.”
Lublin shares that she spoke with the “charming” Prince William at a dinner in November of 2016, where she first talked to him about the initiative.