Prince Harry and Meghan Markle's @SussexRoyal Instagram account unfollowed the 23 Instagram accounts they had originally been following on Wednesday (1 May), which included Prince William and Kate Middleton's @KensingtonRoyal account, Princess Eugenie's personal account, and the official Royal Family account.
But it turns out it's all for a very good cause. May is Mental Health Awareness Month in the US, and being a cause that's of great importance to the royal couple (Prince Harry co-founded Heads Together, a mental health initiative), they wanted to mark it in a powerful way.
With such a captive audience on Instagram – the Sussexes already have 5.4 million followers and the account isn't even a month old – it made sense to use the social platform as a way to direct the public to the people and organisations doing amazing things for the mental health cause.
So Meghan and Harry have unfollowed all their original accounts, and now follow just 16 completely different accounts, all of which promote mental wellbeing.
"To pay tribute to all of the incredible work people across the globe are doing in this space, we are hoping to shine a light on several Instagram accounts that promote mental well-being, mental fitness, body positivity, self-care, and the importance of human connection - to not just hear each other, but to listen," wrote a SussexRoyal Instagram post.
The idea is that, every month, the couple will highlight a cause that's important to them by following a small number of accounts in this area.
These are the accounts Meghan and Harry have followed for Mental Health Awareness Month:
@mattzhaig
@withhopeuae
@i_weigh
@crisistextline
@theclass
@headspace
@themancave_aus
@supersoul
@blackmentalhealthmatters_
@anxietyukofficial
@pandas_uk
@kindcampaign
@btwfoundation
@bryonygordon
