On November 24, 2025, Catherine, Princess of Wales, delivered a powerful message calling for an end to the stigma and shame that surround addiction, urging society to respond to those affected with compassion and understanding. As Addiction Awareness Week began in the United Kingdom, Catherine’s words resonated across the country, shining a spotlight on an issue that, for many, still exists in 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,” the Princess stated, as reported by Sky News, BBC, and other outlets. She acknowledged that, despite growing awareness and advances in understanding, people struggling with addiction continue to be shaped by “fear, shame and judgement.” Catherine’s call to action was clear: “This needs to change.”
Addiction Awareness Week, which runs from November 23 to November 30, 2025, is led by The Forward Trust, a charity dedicated to breaking cycles of addiction and supporting recovery. Catherine has served as patron since 2021, when she helped launch the charity’s inaugural campaign to bring addiction “out of the shadows.” The week’s theme this year—ending stigma—reflects a persistent challenge: even in 2025, misconceptions and prejudices often isolate those affected, making recovery even harder.
“The stigma surrounding those who face addiction allows it to thrive behind closed doors, impacting families and communities, and ultimately ruining lives,” the Princess explained in her message. She stressed that many people, whether they realize it or not, know someone struggling with addiction. “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 urged. Catherine’s words were echoed across British media, with BBC highlighting her emphasis on empathy and support over judgement.
But what does this stigma look like in practice? The Forward Trust, as part of its Taking Action on Addiction campaign, commissioned an Ipsos survey in October 2025 to better understand public attitudes. The findings were striking: 53% of the 2,124 adults surveyed said they had personal experience of addiction or knew someone who did. Yet, among those affected, more than half (53%) would feel uncomfortable discussing addiction with their employer. A significant proportion would also hesitate to speak about it with close family (35%), friends (30%), their GP (28%), or even their partner (27%). These numbers point to a culture of silence and discomfort—a key barrier to recovery.
Despite this, there is hope. The same survey found that 81% of respondents agreed those dependent on alcohol, drugs, medication, or gambling should be treated as individuals struggling and in need of help, not as failures. This shift in attitude is something Catherine and The Forward Trust are determined to nurture. “Recovery is hard, but with the right treatment it is possible,” the Princess said. “This begins with a conversation, a listening ear and showing we care.”
The Princess’s involvement with The Forward Trust extends beyond public statements. Before becoming patron, she visited the charity’s substance misuse services at HMP Send, a women’s prison in Surrey, to see firsthand the challenges and successes of rehabilitation efforts behind bars. The charity itself offers a range of services, from employment support to specialized programs addressing addiction within the prison system—including the often-overlooked issue of gambling addiction among inmates. By highlighting these programs, Catherine has drawn attention to the need for support structures in all corners of society, not just in the public eye.
Catherine’s advocacy draws a clear parallel between addiction and mental health, both of which have long been misunderstood and stigmatized. She has campaigned on mental health for years, and in her message this week, she reiterated that addiction should be treated with the same empathy and seriousness. “We can reframe this issue with kindness and understanding, and we can help individuals and families coping with addiction know they are not alone,” she said.
Supporting the campaign is Tony Adams, the former England and Arsenal football captain who now serves as chairman of trustees at The Forward Trust. Adams, who battled alcoholism for 11 years, credits a candid conversation with his mother-in-law as the turning point in his recovery. “The greatest thing I ever did was to say, ‘I can’t do this’,” Adams shared in a video launching a new series of films about recovery. His story, and those of others featured by the charity, demonstrate the transformative power of open dialogue and support.
Adams’s message to those struggling is simple but urgent: “If you are struggling with an addiction or a mental health issue, then please reach out and get the appropriate help.” He emphasizes that admitting vulnerability is not a sign of weakness, but the first step toward healing. The Forward Trust’s services, including employment programs and prison outreach, are designed to meet people wherever they are in their journey.
The impact of Catherine’s advocacy is already being felt. Several individuals contacted the BBC after her message aired, sharing their own experiences with addiction and the burdens of stigma. Steve Jones, a former military serviceman, described how he “turned to drink and drugs” to cope with trauma, only to find that bottling up emotions made things worse. Another individual, known as MD, spoke about the isolating nature of gambling addiction, calling it “an addiction that you can only hide by lying and deceiving people.” MD said the stigma and shame “literally drives people to suicide,” underscoring the urgent need for compassionate responses.
Catherine’s message this Addiction Awareness Week is more than a call for sympathy—it’s a rallying cry for cultural change. By encouraging open conversations, she hopes to dismantle the barriers that keep addiction hidden and to foster a society where those in need feel safe seeking help. “So please join the conversation. By talking about it in the open, together we can bring addiction and the harm it causes out of the shadows,” she urged.
As Addiction Awareness Week continues, the Princess of Wales and The Forward Trust invite everyone to reflect on their own attitudes, challenge misconceptions, and extend a hand to those struggling. The road to recovery is rarely easy, but as Catherine and Tony Adams remind us, it begins with a single act of compassion—and a willingness to listen.
With voices like Catherine’s and Adams’s leading the charge, the conversation around addiction is changing. The hope is that, one conversation at a time, stigma will give way to understanding, and no one will have to face addiction alone.
