Britain's popular gay magazine Attitude announced Wednesday that Prince William will grace its cover next month.
It's the first time a member of the royal family has done that for any gay magazine.
A statement from the magazine said the Duke of Cambridge invited nine members of the LGBT community to Kensington Palace to discuss bullying and the mental health struggles that can come with it.
A mental health charity reported last year about 34 percent of young people who are lesbian, gay and bisexual had attempted suicide at least once. Forty-eight percent of young people who are transgender had.
Attitude's editor talked to the Independent about the significance of Prince William's cover, saying, "The highest institution of the country, the royal king, is saying it's not suitable to bully someone because of their sexuality."
In April, Prince William, Duchess Catherine and Prince Harry announced a new health initiative aimed at making mental illness a more accepted and talked about issue for everyone.
"Let's get our heads together and change the conversation of mental health," Prince William said in video for the Heads Together campaign.
A spokesman for the royal family said it's "the biggest single project Their Royal Highnesses have undertaken together."
The July issue of Attitude magazine with William on the cover hits stands June 22.