On November 24, 2025, Catherine, Princess of Wales, stepped forward with a powerful message: it’s time for society to end the stigma, fear, shame, and judgment that surround addiction. Her call comes at the start of Addiction Awareness Week, running from November 23 to November 30, and it’s a message that resonates far beyond the royal family or the United Kingdom. For years, the Princess has used her voice and position to champion mental health causes, and now she’s doubling down on her mission to bring addiction—and the people who struggle with it—out of the shadows.
“Addiction is not a choice, or a personal failing, but a complex mental health condition that should be met with empathy and support,” Catherine stated in her message, as reported by The Guardian and BBC. She emphasized that, even in 2025, too many people experience addiction through the lens of “fear, shame and judgement.” This, she argued, must change. “The stigma surrounding those who face addiction allows it to thrive behind closed doors, impacting families and communities, and ultimately ruining lives.”
The Princess’s plea is more than just words. As patron of the Forward Trust, a charity that supports people recovering from addiction, she’s been deeply involved in efforts to shift public perception. Her advocacy began in earnest in October 2021, when she launched the first Addiction Awareness Week on behalf of the trust and its Taking Action on Addiction campaign. Since then, she’s maintained a visible role, attending events, speaking to families, and encouraging open dialogue. Her message this year is clear: recovery is possible, but it starts with compassion and a willingness to listen. “Recovery is hard, but with the right treatment it is possible. And this begins with a conversation, a listening ear and showing we care,” she said, echoing her earlier remarks from the campaign’s launch.
It’s not just about raising awareness—Catherine is urging action. She encouraged anyone struggling with addiction, or those supporting loved ones, to reach out to organizations like the Forward Trust. “Now is the moment to show our compassion and love to help them, or their friends and family, to reach out to organisations like The Forward Trust for support,” she said. The Forward Trust, for its part, offers a range of services, from employment support to addressing addiction in prisons. The Princess has even visited the charity’s substance misuse programs at HMP Send, a women’s prison in Surrey, underscoring her commitment to reaching people in all walks of life.
But why is stigma such a stubborn barrier? According to an Ipsos survey commissioned for the Forward Trust’s campaign, the problem is deeply entrenched. Of 2,124 adults surveyed in October, 53% reported either personal experience with addiction or knowing someone who had struggled. Yet, 53% of those with direct experience said they would feel uncomfortable discussing their situation with an employer, 35% with close family, 30% with friends, 28% with their doctor, and 27% with their partner. Perhaps most telling, while 31% agreed with the statement that people with addiction have only themselves to blame, 41% disagreed. Encouragingly, a full 81% agreed that those struggling with addiction should be treated as individuals in need of help, not condemnation.
These numbers paint a picture of a society that’s beginning to shift—but not quickly enough. As Catherine noted, “By talking about it in the open, together we can bring addiction and the harm it causes out of the shadows.” She called on the public to “reframe this issue with kindness and understanding,” so that individuals and families coping with addiction know they are not alone. Her message is one of hope, but also of urgency: the time for silence and secrecy is over.
The impact of addiction isn’t limited to statistics or abstract policy debates; it’s deeply personal. After the Princess’s message was broadcast, several people reached out to BBC to share their own experiences. Steve Jones, a former military man, described turning to “drink and drugs” to cope with trauma after losing friends in a helicopter crash and witnessing death firsthand. “I had bottled up all these emotions which all came out five years ago,” he explained. He believes Catherine’s willingness to talk openly about addiction and mental health is helping to “remove stigma” and foster empathy. Another individual, known only as MD, spoke about two decades of gambling addiction, calling it “an addiction that you can only hide by lying and deceiving people.” For MD, the stigma and shame are not just obstacles to recovery—they can be life-threatening. “The stigma and shame on something like this literally drives people to suicide,” they shared. These stories underscore the Princess’s point: silence and judgment only make things worse.
The campaign’s reach extends beyond the royal family. Former England and Arsenal football captain Tony Adams, now chairman of trustees at the Forward Trust, recorded a video to launch a series of films about the power of conversation in recovery. Adams, who spent 11 years battling addiction, credits a candid talk with his mother-in-law as the turning point in his journey. “If you are struggling with an addiction or a mental health issue, then please reach out and get the appropriate help. The greatest thing I ever did was to say, ‘I can’t do this’,” Adams said in his message. His story, like so many others, highlights the importance of support and the courage it takes to ask for help.
The Forward Trust is not alone in this fight. Other charities, such as Alcohol Change UK and Mind, are also working to provide resources, advocacy, and treatment for those affected by substance misuse. Their efforts, along with the Princess’s advocacy, are helping to shift the narrative from blame and isolation to understanding and support. As Smiley Movement notes, these organizations play a vital role in helping people recover and rebuild their lives.
Meanwhile, the Princess of Wales is broadening her focus on well-being. In a separate initiative, her Royal Foundation Centre for Early Childhood has announced £100,000 in research funding to study and reduce the impact of gadget distractions—so-called “technoference”—on family life. The goal is to support research that helps parents and children foster stronger connections, free from the interruptions of modern technology. The findings will be used to shape resources for professionals such as health visitors and early years educators, further demonstrating the Princess’s commitment to holistic family health.
Catherine’s message this Addiction Awareness Week is both a rallying cry and a compassionate invitation. She asks society to let go of old prejudices and embrace a new approach—one grounded in empathy, open conversation, and the recognition that addiction is, above all, a human struggle. By bringing the issue out of the shadows, she hopes to light the way for recovery, understanding, and, ultimately, healing for countless individuals and families.
