21 photos that prove Prince William and Kate Middleton are trying to change their public image

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21 photos that prove Prince William and Kate Middleton are trying to change their public image
  • Meghan Markle and Prince Harry's interview with Oprah Winfrey damaged the royal family's reputation.
  • Now it appears that Prince William and Kate Middleton have changed their PR strategy.
  • They've been more affectionate in public and are opting for engagements with children and sports.
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Prince William and Kate Middleton were always considered far more formal than Prince Harry and Meghan Markle.

Prince William and Kate Middleton were always considered far more formal than Prince Harry and Meghan Markle.
Prince William, Kate Middleton, Meghan Markle, and Prince Harry attend Christmas church services in 2018. Joe Giddens/PA Images/Getty Images

As the future King and Queen consort of England, the Cambridges will always have a different set of rules and expectations than Harry and Markle ever did as senior royals. But celebrity brand management expert Eric Schiffer told Insider that, when it came to the couple's PR strategy, Middleton and William also took "little risk" before Markle and Harry's interview with Oprah Winfrey.

"They were manicured to the nth degree," he said. "And played their public persona with a Buckingham Palace excellence, out of the playbook that's been mastered for centuries."

Before the pandemic, William and Middleton almost never posted videos on their official Instagram page. If they did, it was usually a slideshow of photos or a clip played over one of the prince's formal speeches.

The Cambridges were also known for rarely showing public displays of affection toward each other, believed to be in line with royal etiquette.

But Markle and Harry's explosive interview with Oprah Winfrey hurt the royal family's reputation around the globe.

But Markle and Harry's explosive interview with Oprah Winfrey hurt the royal family's reputation around the globe.
Prince Harry and Meghan Markle during the Oprah Winfrey interview. CBS

The Duke and Duchess of Sussex dropped a number of bombshells during the two-hour interview. Markle said Middleton made her cry over bridesmaid dresses (and not the other way around, as some publications had reported), while Harry told Winfrey that he and William were "on different paths."

Markle and Harry also said they received no support from the royal family when Markle began experiencing suicidal thoughts, and that some royals had "concerns" over their son Archie's skin color.

Schiffer told Insider that the interview released a "giant smoke bomb" that impacted the royal family's reputation while boosting Markle and Harry's global image, helping them connect "with people's humanity and their own struggles."

"It created this contrast, and Harry and Meghan's PR strategy, in essence, is to be the unanointed modern-day royals of the populace. This is a populist strategy," he said.

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Days after the Oprah Winfrey interview, William and Middleton shared personal family photos on their official Instagram page.

Days after the Oprah Winfrey interview, William and Middleton shared personal family photos on their official Instagram page.
A cake that Prince George, Princess Charlotte, and Prince Louis made for Mother's Day in the UK. DukeandDuchessofCambridge/Instagram

On March 14, Mother's Day in the UK, the couple posted pictures of cards and a cake they said their children — Prince George, Princess Charlotte, and Prince Louis — had made to remember Princess Diana.

"For those experiencing bereavement, today may be particularly challenging," one of the captions read. "Each year on Mother's Day, George, Charlotte and Louis make cards remembering their Granny, Diana, for William."

That same week, Middleton paid a visit to children at a London school that had reopened after the UK eased lockdown restrictions.

That same week, Middleton paid a visit to children at a London school that had reopened after the UK eased lockdown restrictions.
Kate Middleton interacts with a child during a visit to School21 following its reopening after the easing of lockdown restrictions in London on March 11, 2021. JUSTIN TALLIS/AFP via Getty Images

Royal historian Clare McHugh told Insider that Middleton and Prince William's swift new PR strategy was one that has been used by the royal family since Queen Victoria and Prince Albert took the throne in the 1840s.

"That was a revolutionary moment in Europe when all sorts of monarchies were being overturned," McHugh said. "They had to find a way to make the monarchy seem more appealing so that it would stick around."

"So they fought back by showing, oh no, the monarchy is just like you," she added. "They showcased their children much more than any monarch had done before."

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On March 23, Middleton and William paid a visit to Westminster Abbey, the church where they tied the knot in 2011.

On March 23, Middleton and William paid a visit to Westminster Abbey, the church where they tied the knot in 2011.
Prince William and Kate Middleton arrive for a visit to the coronavirus vaccination center at Westminster Abbey in London on March 23, 2021. AARON CHOWN/POOL/AFP via Getty Images

Just weeks before their 10th wedding anniversary, the Cambridges returned to Westminster Abbey, which had been turned into a coronavirus vaccination center.

Middleton appeared to pay tribute to the church's special history by sporting a white knee-length coat for the visit. The couple also walked down the same aisle that they did on their wedding day.

On April 27, Middleton and William played with the children and animals at a farm in Durham, England.

On April 27, Middleton and William played with the children and animals at a farm in Durham, England.
Kate Middleton strokes a lamb during her visit to Manor Farm on April 27, 2021, in Darlington, England. Owen Humphreys - WPA Pool/Getty Images

Middleton and William were snapped having a blast during their visit to Manor Farm. Middleton learned how to drive a tractor and was seen happily petting a lamb with one of the farmer's daughters.

It would be just one of many visits that showed the couple engaging with children and animals as they ramped up their public appearances in April and May after lockdown restrictions continued to ease in the UK.

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That same day, Middleton was photographed letting out a big laugh as she played golf with children in Durham.

That same day, Middleton was photographed letting out a big laugh as she played golf with children in Durham.
Kate Middleton plays golf as she meets young people supported by the Cheesy Waffles Project at the Belmont Community Centre on April 27, 2021, in Durham. Andy Commins - WPA Pool/Getty Images

Middleton and William met with children who were supported by the Cheesy Waffles Project, a charity for youth and adults with additional needs across Durham.

The Cambridges were also seen laughing and bantering together during the outing.

The Cambridges were also seen laughing and bantering together during the outing.
Prince William and Kate Middleton laugh while playing golf together at the Belmont Community Centre on April 27, 2021, in Durham. Andy Commins - WPA Pool/Getty Images

William and Middleton were quite formal with each other in the past when out in public together. But, in recent months, the couple have been far more affectionate.

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On April 28, Middleton and Prince William released new anniversary portraits that showed them in a far less formal light.

On April 28, Middleton and Prince William released new anniversary portraits that showed them in a far less formal light.
Prince William and Kate Middleton's recent anniversary portrait. Chris Floyd//Camera Press via Getty Images

The couple ditched their traditional poses from previous years' photos, and even wore more casual clothes.

Their poses also seemed partially inspired by Markle and Prince Harry's own intimate engagement photos from 2017.

Their poses also seemed partially inspired by Markle and Prince Harry's own intimate engagement photos from 2017.
Kate Middleton and Prince William were photographed by celebrity photographer Chris Floyd. Chris Floyd/Camera Press via Getty Images

In one of the photographs, Middleton is seen with her elbow resting on William's leg as they hold hands. As Insider's Talia Lakritz pointed out, the pose is nearly identical to one of Markle and Harry's engagement pictures.

Middleton and William also released a video celebrating their 10th anniversary, which showed the couple being affectionate with each other and doting on their children as they played on the beach, climbed trees, and made s'mores over a campfire.

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On May 5, William and Middleton revealed they were launching their own YouTube channel.

On May 5, William and Middleton revealed they were launching their own YouTube channel.
The Duke and Duchess of Cambridge in their first YouTube video. The Duke and Duchess of Cambridge/YouTube

The couple announced their new channel with a 30-second clip that featured upbeat music and the duke and duchess bantering with each other.

Many were shocked that the Cambridges were embracing YouTube, but a source close to the prince told Vanity Fair that William is now "more relaxed" about the press, and more willing to embrace social media.

Prince William played soccer with a group of kids during a visit to The Way Youth Zone on May 13 in Wolverhampton, England.

Prince William played soccer with a group of kids during a visit to The Way Youth Zone on May 13 in Wolverhampton, England.
Prince William plays soccer during a visit to The Way Youth Zone on May 13, 2021, in Wolverhampton, England. Jacob King - WPA Pool/Getty Images

Middleton and William were also snapped playing table tennis against each other with some of the children.

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During the same visit, the couple were seen laughing together as they took part in a gardening session.

During the same visit, the couple were seen laughing together as they took part in a gardening session.
Prince William and Kate Middleton take part in a gardening session during a visit to The Way Youth Zone on May 13, 2021, in Wolverhampton, England. Jacob King - WPA Pool/Getty Images

William was snapped goofing around — much to Middleton's amusement — during the session.

That same day, the royal couple sat down on beanbag chairs as they spoke to a group of kids at Loxdale Primary School in Wolverhampton.

That same day, the royal couple sat down on beanbag chairs as they spoke to a group of kids at Loxdale Primary School in Wolverhampton.
Kate Middleton plays with a rabbit as she and Prince William join a group of local children to mark mental health awareness week in Wolverhampton on May 13, 2021. ADRIAN DENNIS/POOL/AFP via Getty Images

Middleton played with Milly the rabbit as the couple spoke about mental-health awareness.

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On May 26, the Cambridges competed against each other on a land-yachting course at the University of St. Andrews, where they first met and fell in love.

On May 26, the Cambridges competed against each other on a land-yachting course at the University of St. Andrews, where they first met and fell in love.
Prince William and Kate Middleton ride land yachts at the beach on May 26, 2021, in St. Andrews, Scotland. Phil Noble - WPA Pool/Getty Images

Middleton was snapped laughing as she tried to beat her husband on the course.

One news outlet noted that the couple were "smiling lovingly and laughing" together during the outing.

One news outlet noted that the couple were "smiling lovingly and laughing" together during the outing.
Prince William and Kate Middleton join Fife Young Carers for a session of land yachting on West Sands beach at St. Andrews on May 26, 2021. Pool/Samir Hussein/WireImage

The Yahoo story also mentioned that William "even affectionately put his hand on Kate's back in a tender moment we don't often see from the perfectly poised heir."

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That same day, Middleton and William hosted a drive-in movie night for National Health Service workers at the Queen's Edinburgh palace.

That same day, Middleton and William hosted a drive-in movie night for National Health Service workers at the Queen's Edinburgh palace.
Prince William and Kate Middleton arrive to host NHS staff at a drive-in cinema at the Palace of Holyroodhouse on May 26, 2021, in Edinburgh, Scotland. Pool/Samir Hussein/WireImage

"The royals are very active at the moment to try and reach a wider generation," royal historian Richard Fitzwilliams told Insider. "They interact a great deal more with the public. There's an approachability, there's a friendliness, Kate radiates confidence."

"There's a feeling that unquestionably they've not only got it together, but also as a couple they interact with such tremendous confidence and charm," he added.

Middleton was also pictured talking with a group of girls as she visited local fishermen and their families during her and William's week-long Scotland trip.

Middleton was also pictured talking with a group of girls as she visited local fishermen and their families during her and William's week-long Scotland trip.
Kate Middleton speaks with young children as she visits local fishermen and their families on May 26, 2021, in Fife, Scotland. Chris Jackson - WPA Pool/Getty Images

The Duchess of Cambridge traded her usual stiletto heels for a pair of sneakers during the visit.

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On May 27, the Cambridges were snapped playing sports with children once again.

On May 27, the Cambridges were snapped playing sports with children once again.
Prince William and Kate Middleton play tennis with local schoolchildren at Craiglockhart Tennis Centre in Edinburgh on May 27, 2021. ANDY BUCHANAN/AFP via Getty Images

Middleton and Prince William were all smiles as they played tennis with local school children who were part of the Lawn Tennis Association youth program in Edinburgh.

William and Middleton have shared videos of many of their recent public engagements — this one included — on their Instagram. Gone are the overly formal slideshows with William's speeches. Now we're seeing the duke and duchess laughing with each other and the public in their social-media clips.

"It's very interesting to me that in the wake of the Oprah interview they have really adjusted their style," McHugh said. "They realized if they don't, they'll be overshadowed by this couple living in California, so they have to show themselves. They have to reveal who they are more, because that's the currency now. So they let the anniversary film out and they have YouTube and they make jokes, it's a new world."

That same day, the Cambridges met with 5-year-old cancer patient Mila Sneddon at the Palace of Holyroodhouse in Edinburgh.

That same day, the Cambridges met with 5-year-old cancer patient Mila Sneddon at the Palace of Holyroodhouse in Edinburgh.
Prince William and Kate Middleton meet with cancer patient Mila Sneddon, 5, at the Palace of Holyroodhouse in Edinburgh on May 27, 2021. JANE BARLOW/POOL/AFP via Getty Images

Mila is featured in Middleton's "Hold Still" photography project, which showcases how people across the UK got through the early days of the pandemic.

"Through Hold Still, I wanted to use the power of photography to create a lasting record of what we were all experiencing — to capture individuals' stories and document significant moments for families and communities as we lived through the pandemic," Middleton wrote in an Instagram post announcing the project.

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On June 11, Middleton laughed as the Queen cut a cake with a ceremonial sword during the G7 Summit in Cornwall, England.

On June 11, Middleton laughed as the Queen cut a cake with a ceremonial sword during the G7 Summit in Cornwall, England.
Queen Elizabeth II considers cutting a cake with a sword as Kate Middleton and during the G7 Summit on June 11, 2021, in Cornwall, England. Oli Scarff - WPA Pool / Getty Images

The humorous moment seems to indicate that it isn't just Middleton and William who are trying to help change the royal family's global image.