Prince William, Kate Middleton team up with Meghan Markle, Prince Harry on new initiative: Details

The Cambridges and the Sussexes are teaming up again for a good cause.

Prince William, Kate Middleton, Prince Harry and Meghan Markle are partnering up to launch Shout, a 24-hour texting service offering free, confidential mental health support in collaboration with UK-based Crisis Text Line.

"We are incredibly excited to be launching this service, knowing it has the potential to reach thousands of vulnerable people every day," the couples said in a statement. "Over the last few months Shout has started working quietly behind the scenes. We have all been able to see the service working up close and are so excited for its future."

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The announcement came via a video released on Thursday featuring Prince William, in which he called for volunteers for the service.

"They’re really the first celebrities around the world to really take on mental health," Crisis Text Line CEO Nancy Lublin explained of the collaboration with the royals. "It’s been so personal and they’ve done such a fantastic job elevating the issue and reducing stigma."

She added that the royals have visited the company's offices "multiple times" and have "really been very hands-on" in the collaboration process, which was born out of a meeting over dinner back in November 2016.

"I think it's so powerful," Lublin went on. "We really couldn’t ask for better spokespeople and champions. Mental health is the epidemic of this generation."

The texting service is just the latest in a long list of initiatives that the next generation of royals has taken around promoting mental health awareness and support over the past several years. Most recently, Harry and Meghan's Sussex Royal Instagram account raised awareness for May being Mental Health Awareness Month in the United States.

"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," their post on April 30 said. "There are countless organisations doing amazing work for mental health - please consider the accounts we’ve highlighted as a small snapshot of this global support network."

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"We invite you to explore the extraordinary stories of strength, and the commitment to kindness as seen in the above accounts," the couple went on. "Each month we will honour this same concept and change the accounts we solely follow based on a different theme or cause. Please go to our homepage and click “following” to see each of the select accounts and find out more about their work."

Their new approach to their official Instagram account raised eyebrows because it meant that they had unfollowed other royal accounts that belonged to William, Kate and the rest of the royal family.