The photo of the new ruler of England was greeted with a mixed response from municipalities, schools and parish councils across the United Kingdom.
A large communications campaign that borders on disaster. The official photograph of Charles III, free and launched with great fanfare to invite public establishments to display a framed portrait of the sovereign, did not receive the expected reception. According to our colleagues at The Times, the portrait was requested by only 30% of eligible authorities in the United Kingdom, or 20,565 sites out of 67,152, over the last twelve months.
The photo, however, had a certain cost for the government: the supply of copies of the portrait amounted to 2.7 million pounds sterling (3.26 million euros), or an average price of 131 pounds sterling per framed print (around 158 euros). This initiative was launched in the wake of the coronation of Charles III in May 2023, to give more credit to the successor of Elizabeth II. The latter was traditionally displayed in public administrations.
“The exhibition of this new portrait also reminds us of the example set by our greatest servant of the State, declared Sir Oliver Dowden, former deputy prime minister, to urge administrations to request the portrait. Like his mother before him, the king devoted his life and work to the service of others.” In the photo taken shortly after his coronation, Charles III is proudly displayed in the uniform of the admiral of the Royal Navy fleet, with his various decorations on his torso: the blue ribbon of the Victorian Order, the ‘Order of the Garter or of the Thistle.
Unequal distribution between UK countries
Official government figures relayed by our colleagues show an unequal distribution between the countries of the United Kingdom: a participation rate of 33.5% in England, 13.7% in Scotland, 13.8% in Wales and only 10.5% in Northern Ireland. In detail, 3% of hospitals and 7.4% of universities agreed to display the portrait taken by photographer Hugo Burnand at Windsor Castle. Slightly better, churches and schools show a rate of 25% and 33% respectively.
On the other hand, 1000 of the 1422 ministries, independent organizations and regional authorities displayed the portrait, a rate of 73%. The coast guard, for their part, seems to be the most enthusiastic royalists of the public institutions: the 23 centers have agreed to display the photograph. Faced with the lack of enthusiasm, the Times nevertheless specifies that the deadline has been pushed back several times. Without much success.
