Prince Harry and Meghan Markle have once again made headlines, surfacing together for the first time in months to discuss their latest priority: children’s online safety. In a video message at a United Nations conference in Colombia, the Duke and Duchess of Sussex spoke about the challenges the digital age poses for young people and parents alike, framing the issue as a “crossroads” moment in their work.

It’s clear Harry and Meghan are pivoting to a new focus within their Archewell Foundation, emphasizing digital safety over the various other causes they’ve embraced in recent years. Harry, 40, took the lead, stressing the urgency of protecting children in an increasingly connected world. “We are at a crossroads,” he stated. “The urgency to reassess and redefine our approach to protecting children has become increasingly evident.” It’s a noble sentiment, but critics might wonder why the couple, who moved to California to escape the public eye, are so frequently turning up in high-profile public venues to highlight causes that align with their latest rebrand.

The Duke went on to highlight how the online world, while full of potential, introduces unprecedented risks, especially for the younger generation. He suggested that legal systems are failing to keep up with digital advancements, leaving children vulnerable to predators. It’s an issue many parents are concerned about, no doubt — but is it the royal couple’s role to lecture global leaders about it from afar?

After a few respectful glances at her husband, Meghan chimed in to emphasize the couple’s belief in the “power of connectivity,” while noting the potential for online dangers. Wearing a navy blazer and a poppy in honor of Remembrance Day, she expressed concern over how children’s lives are shaped by digital influences. “We recognize that today’s reality is marked by greater connectivity,” she said. “However, it also compels us to better understand how digital violence against children is manifesting itself in this age.”

While the couple’s concern for children’s online safety is genuine, it’s hard to ignore the irony of their chosen platform. The video aired at a UN conference, an organization known for symbolic gestures often yielding few concrete results. Some observers might wonder if the Sussexes’ speech is more about reestablishing their global image than sparking real, actionable change.

It’s not the first time Harry and Meghan have aimed to position themselves as leading advocates for children’s well-being, having already launched the “Parents’ Network” earlier this year. Their Archewell Foundation has certainly kept busy. But as they bounce from one high-profile initiative to the next, the question remains: Are these appearances just the latest in a series of global rebranding exercises, or do they genuinely hope to enact real change?

The timing of their public address, just ahead of Remembrance Day in the UK, seems intended to underscore their ongoing ties to Harry’s British roots. Both wore poppies, the symbol of remembrance for veterans who gave their lives in service. For many, however, the poppy display might appear as another carefully curated detail for the camera rather than a true homage to the sacrifices of those who served.

Whether they are truly at a “crossroads” or merely at the next stage of their career evolution, Harry and Meghan certainly know how to generate headlines and maintain their relevance on the world stage. But as they forge ahead with the Archewell Foundation’s new mission, the public will likely continue to scrutinize each step they take — wondering just how deep the Sussexes’ commitment to their cause really runs.