Monday, 21 December 2015

Mary Fonden

11 September 2015

At Amalienborg Palace the official presentation of The Mary Foundation took place: crown princess Mary's own foundation that would quickly become a household name in Denmark, focusing on social exclusion with themes such as loneliness, bullying, domestic violence and reading skills.


The starting capital of the Foundation consists of financial gifts that were made for Frederik and Mary's wedding. The actual capital of the Fund is provided by various Danish companies (Carlsberg, LEGO, Nykredit, Det Obelske Familiefond, Oticon Fonden, Poul Due Jensen's Fond, Villum Kann Rasmussen Fonden, Remmen Fonden and TrygFonden) who are all on the board of trustees. Many of the persons behind the brands are personal friends of Frederik and Mary.


Mary is the honorary chair, the face and "brand" of the Foundation and is often briefed on its projects by director Helle Ostergaard and her personal advisor, Caroline Heering. Mary may give tips and suggestions but the content, development and communication is the work of a large professional team.


The Mary Foundation has also been an important turnaround in Mary's public image: from a fashion and luxury minded crown princess to a royal mother-of-two who's socially implicated. A step closer to the role a head of state's spouse fulfills.


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