Kate Middleton: Princess of Wales unveils new Instagram account to support her ‘Shaping Us’ campaign

The Princess of Wales has set up a new Instagram account to coincide with the launch of her ‘Shaping Us’ campaign, which highlights the importance of development in early childhood.

Princess Kate, 41, unveiled the campaign at Baftas London HQ on Monday, where she presented a 90-second Claymation film depicting how a child is shaped by interactions and their environment.

She also made a powerful speech about how the project aims to raise awareness and the importance of those first five years.

The royal already posts content to almost 15 million followers on the @princeandprincessofwales Instagram account, which she shares with her husband, Prince William, 40.

This brand new account, with the handle @earlychildhood, is a separate platform for Kate to promote The Royal Foundation Centre for Early Childhood.

In her speech, Kate said: “The campaign is fundamentally about shining a spotlight on the critical importance of early childhood and how it shapes the adults we become.

“During this time we lay the foundations and building blocks for life. And it is when we learn to understand ourselves, understand others and understand the world in which we live.

She added: “This is why it is essential to not only understand the unique importance of our earliest years, but to know what we can all do to help raise future generations of happy, healthy adults.”

She also outlined the scope of the project in her speech, which she explained would be “long-term”.

It is said to be Kate’s “life’s work,” which she hopes will influence attitudes towards children in their formative years.

So far the new instagram account has shared behind-the-scenes images from the event as well as a powerful video message from Kate.

The page also documents the moment the claymation video was presented to the public on Piccadilly Lights on Tuesday evening.

She captioned the post: “Thank you to everyone who is helping to share the #ShapingUs campaign today, including the iconic @piccadillylights showcasing our launch video in Piccadilly Circus earlier tonight."

The Princess of Wales attended the event in a stunning chilli-red power suit designed by Alexander McQueen, whilst the Prince of Wales wore a smart blue suit and red tie.

It was also attended by a host of celebrity supporters, including singer Rochelle Humes, presenter Fearne Cotton and Lionesses captain Leah Williamson.

Leah Williamson told The Independent: “I think it’s an amazing, amazing thing to start raising awareness because we won’t see the fruits of this tomorrow or next year, but in years to come and how we look at our society.

“I hope that we are in a better position because of things like this,” she added.