As Meghan Markle celebrates turning 44 today, royal observers may be reminded of the bold campaign she launched for her birthday in 2021 – which was dropped almost as quickly as it began.
Meghan celebrated her 40th birthday by announcing an initiative to help women back into work after the pandemic in a film featuring Melissa McCarthy and a ‘comedy’ cameo by Prince Harry.
In a project titled ’40×40′, she asked 40 of her friends to commit 40 minutes of their time to mentor and support women going back to work. Meghan was hoping to create a domino effect of counselling wider than her circle.
But soon after the Archewell campaign went live, there was radio silence from the Duchess.
Royal expert Richard Fitzwilliams told the Daily Mail he believes the initiative was a ‘gimmick’ designed to ‘boost Meghan’s appeal’.
He said: ‘The idea seemed, on the face of it, an imaginative way to celebrate her 40th birthday.
‘It also promoted the cause of gender equality which she had publicly supported for many years.
‘What made this particularly significant was that she had several top celebrities on board.’
Meghan Markle celebrated her 40th birthday in 2021 by announcing an initiative to help women back into work after the pandemic
The initiative was launched in a film featuring actress Melissa McCarthy and a ‘comedy’ cameo by Prince Harry
Royal expert Richard Fitzwilliams told Daily Mail he believes the initiative was a ‘gimmick’ designed to ‘boost Meghan’s appeal’
He said: ‘Melissa McCarthy starred in a rather dotty video launching the idea with Harry doing some juggling in the background.
‘Adele and Stella McCartney publicly backed it, as well as Princess Eugenie.
‘Apart from Serena Williams, Meghan and Harry have struggled to get A-list support for their projects, being reportedly estranged from, for example, David and Victoria Beckham.
‘Some of the big names who attended their wedding hardly knew them.
‘However, this potentially worthy project appears to have been quietly shelved, lending credence to the claim that Meghan is incapable of organising anything properly.
‘There was never any clear idea of how it would be funded or how exactly it would be beneficial to spend just 40 minutes with someone.
‘Also underlining the Sussexes’ global reach, this was supposed to have a “ripple effect” around the world boosted by social media.
‘She called for “a global wave of compassion and positive change”.
Meghan shared a rare glimpse inside the immaculate Californian mansion she shares with Prince Harry during a ‘special message’ on her 40th birthday
The scheme received extra eroyal support when Princess Eugenie pledged to take part in an Instagram post for ‘dear Meghan’s 40th birthday’
In a statement on the Archewell website, Meghan described how the scheme was meant to empower the millions of women who lost their jobs during Covid
‘This has not happened and very few reportedly shared her birthday poem connected to this project.
‘It was clearly just a gimmick designed to boost Meghan’s appeal, which she may have overestimated both then and now.’
And this was not the only time Meghan appeared to over-reach and under-deliver in her promises.
The royal expert said: ‘Her new cookery series With Love, Meghan has failed to reach the Netflix top 300 for the first half of this year, which is ominous news for the Sussexes.
‘Perhaps she would benefit from 40 minutes of mentorship!
‘She recommended “time spent in service to others”, a topic about which she knows very little, though she did, as a senior working royal have the chance to serve and didn’t last long in it.’
Fitzwilliams said: ‘There was never any clear idea of how it would be funded or how exactly it would be beneficial to spend just 40 minutes with someone’
Meghan has always touted herself as an independent person and has embarked on a number of projects both before and after marrying into the Royal Family.
Before marrying Harry, Meghan was an actress, starring on the hit series Suits, and an avid lifestyle blogger as the creator of The Tig, where she wrote about style, food and travel.
It was quite popular until she had to shutter its doors in 2017 ahead of her wedding.
And while the public opinion about them started to sour after they stepped back from the Royal Family, it didn’t stop them from getting Hollywood business deals.
Together, the couple only became more lucrative as they pursued a combined $120million deal with Spotify and Netflix.
Their faces suddenly became splashed across TV screens more than ever as they completed a series of interviews and documentaries one after another.
Meghan also launched her ‘Archetypes’ podcast on Spotify, where she interviewed various power players like US talk show host Andy Cohen and tried to ‘subvert the labels that try to hold women back’.
However the podcast didn’t seem to take off as it was promptly canceled after one season. Meghan, Harry and the Spotify team produced only one 13-episode series of a podcast for the company and then parted ways.
Personal branding and publicity expert Katrina Owens told the Daily Mail that Meghan’s projects have all seemed to be ‘short-lived’ and lacking follow-through in a way that feels ‘messy and uncoordinated’
They were later called ‘f***ing grifters’ by Bill Simmons, who was the head of podcast innovation and monetisation at Spotify at the time.
This did not help Meghan’s reputation of being hard to work with.
Personal branding and publicity expert Katrina Owens told the Daily Mail Meghan’s projects have all seemed to be ‘short-lived’ and lacking follow-through in a way that feels ‘messy and uncoordinated’.
At the end of her 40×40 video, McCartney said: ‘See you at 50!’
Perhaps we will finally see her project come to light in six years time.
Daily Mail contacted Archewell for comment.
Transcript: Meghan and Melissa launch Duchess’ ’40×40′ campaign in comedy video call
Meghan: Hey Melissa, do you have a second?
McCarthy: Hey yeah, of course. I’m working on that email I told you I was going to do – that organic garden? That’s what I’m doing.
[McCarthy is seen solving a Rubik’s Cube, unaware that her camera is on]
Meghan: You know your camera’s on, right? I can see you.
McCarthy: Aha, hang on, I’ll be right back.
[McCarthy gets up from her chair]
Meghan: No no, it’s no problem, its fine.
McCarthy: I think this will probably seem better for you.
[McCarthy sits back down wearing a posh hat and carrying a cup and saucer]
Meghan: Ok, it’s my 40th birthday and I’ve got an idea.
McCarthy: I know what it is.
Meghan: Really?
McCarthy: My first guess- is it another photoshoot under a tree where you’re looking very peaceful?
Meghan: Peaceful under tree is me every day.
McCarthy: No? Ok. Are we finally getting matching tattoos?
[McCarthy holds up an illustration showing Meghan and McCarthy surrounded by roses underneath a banner which says: ‘Besties Forever’]
Meghan: I mean, you know I already have something very similar across my back.
McCarthy: This one’s you, and that one’s me, cause sometimes I’m like: Are we twinsies?
Meghan: You know, maybe we save it for when I turn 50.
McCarthy: Are you finally going to do a Suits reunion.
Meghan: Why would I do a Suits reunion for my birthday?
McCarthy: Why would the cast of Friends do a reunion for my birthday? But they did it.
Meghan: They did say they would only ever do it for a historical event. I think the bigger idea is –
McCarthy: Yacht party, yacht party! Who’s ready for a yacht?
[McCarthy puts on a beach hat and sunglasses while Meghan giggles]
McCarthy: When you say no yacht, do you mean zero yachts?
[Meghan shakes her head]
Meghan: No, here’s the idea. Because I’m turning 40, I’m asking 40 friends to donate 40 minutes of their time to help mentor a woman who’s mobilising back into the workforce. Over two million women in the US alone and tens of millions around the world have lost their jobs due to Covid. And I think if we all do it and all commit 40 minutes to some sort of active service, we can create a ripple effect. You in?
McCarthy: Yes times 40. Forty forty forty, and then 40 times I say yes. Is it ok if I still do it in the hat?
Meghan: I wouldn’t expect anything else.
McCarthy: Thanks friend. Bye friend.
Meghan: Cheers.
McCarthy: See you at 50.
