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Prince William is many things. Royal. Husband. Father. Pilot. Now we can add magazine cover boy to the list. And not just any magazine. In light of everything despicable that is going on in the world, Will posed for the cover of Attitude, Britain’s best-selling LGBT magazine. It’s a historic moment for the prince, who is the first member of the royal family to be photographed for the cover of an LGBT mag. The issue also contains a photo shoot and interview which discusses how homophobic, transphobic and bi-phobic bullying impacts one’s mental health.

It all came about last month, a few days before Will, Kate and Harry launched their campaign, Heads Together. William invited Attitude to bring members of the LGBT+ community to Kensington Palace, to hear about their experiences of bullying and the mental health implications that come with it.

“No one should be bullied for their sexuality or any other reason and no one should have to put up with the kind of hate that these young people have endured in their lives,” he told the magazine. “The young gay, lesbian and transgender individuals I met through Attitude are truly brave to speak out and to give hope to people who are going through terrible bullying right now. Their sense of strength and optimism should give us all encouragement to stand up to bullying wherever we see it. You should be proud of the person you are and you have nothing to be ashamed of.”

Details of the exclusive had been kept top secret, but on Tuesday, while visiting the American Embassy to sign a book of condolences for those murdered and injured in the nightclub shootings at Orlando’s Pulse nightclub, William let it slip that he would be appearing in the magazine.

William’s participation with Attitude builds on work he did last year for the Diana Award, an organisation set up in his mother’s name which aims to raise awareness of homophobic bullying. His late mother, Diana, Princess of Wales, was not only massively supportive of LGBT people but also one of the early champions of those living with HIV/AIDS. And now it looks like he’s continuing her legacy, and his involvement with Attitude‘s July issue is only the beginning.