Princess Kate announced on September 9 that she had completed chemotherapy for cancer and would soon participate in some public activities later this year, although “the road to full recovery is still very long”.

Instead of posting a brief text or video in front of the camera as when she announced her cancer diagnosis, Kate made her announcement with a three-minute video showing her, Prince William and their three children picnicking in the woods and playing on the beach. Some images, such as Kate resting her head on William’s shoulder or hugging and kissing, showed a level of intimacy that members of the British royal family rarely show in public.

This move surprised British royal observers.

“It’s a breakthrough, a landmark change in the way the British royal family controls its image. Kate’s journey to recovery is private, but they understand that emotions can be controlled and turned into powerful weapons,” said Mark Borkowski, a public relations consultant.

The video announcing the completion of Princess Kate’s chemotherapy was posted on September 9. Video: Kensington Palace

“I have never seen a video like this in more than 10 years of covering the British royal family. This is the most intimate image we have ever seen from the William – Kate family. What really stands out is the public displays of affection between the royal couple,” NBC News reporter Emily Nash shared the same opinion.

Historian Sarah Gristwood says the intimate images were carefully arranged, if not staged, but were still an unprecedented approach by the British royal family.

Under Queen Elizabeth II, images of the royal family were formal and carefully posed, according to Gristwood. A controversial 1969 documentary attempted to show the intimacy of daily royal life, but failed to capture much of the emotion.

“More than half a century later, things are completely different,” Gristwood said. King Charles has embraced a more open approach since ascending the throne, but William and Kate’s video is still “a leap into the new era.”

The Times described the video as a Hollywood trailer for young people. The film was shot by filmmaker Will Warr on the outskirts of Norfolk, eastern England, where William and Kate’s family have their own residence.

William and Kate with their children in the video released on September 9. Photo: Kensington Palace

Media outlets are looking into the meaning behind the “soft shots of the young family finding peace in nature and enjoying time together”, suggesting Kate appears to want to control the narrative about her health.

William and Kate have been fiercely protective of their privacy, an approach that critics say fueled a flurry of rumors about the princess’s health earlier this year. Kensington Palace announced on January 17 that Kate had been hospitalized and would need several months to recover after undergoing abdominal surgery. The royal family did not say what illness she had, but insisted it was not related to cancer.

On March 10, Kate released a photo of herself with her three children, seemingly trying to quell the rumors, but the photo was quickly discovered to have many unreasonable points and had been edited. The move further increased skepticism towards the British royal family. Two weeks later, Kate announced that she had cancer and had begun treatment.

“They don’t want to make any mistakes this time. Given what’s happened over the past year, they understand they need to control the story to some extent,” said reporter Nash.

Jonathan Sacerdoti, a British broadcaster and author, believes that Kate’s willingness to go public with her health issues marks a moment of transition for the British royal family, allowing them to become more modern with the new generation.

“Transparency also helps Kate show the public her resilience, reinforcing her image as the future of the monarchy. The new approach shows a modern royal family, a major change in the way the royal family communicates in the future,” Sacerdoti commented.

However, the new style of William – Kate also raises doubts about its ability to be accepted by the public.

“The British public tends to be wary of public displays of emotion or anything too professional and perfect,” Gristwood said. But that view may be different among the audience William and Kate are targeting. “It’s a younger audience, who are less interested in the royal family than older people.”