Britain’s Prince William has created history by becoming the first member of the royal family to be on the cover of a gay publication by appearing on U.K. magazine “Attitude.”

The second-in-line to the throne chose the platform to speak out against bullying people because of their sexuality. “No one should be bullied for their sexuality or any other reason and no one should have to put up with the kind of hate that these young people have endured in their lives,” he said.

William also called on young people being bullied for their sexuality to seek help.

“What I would say to any young person reading this who’s being bullied for their sexuality: don’t put up with it — speak to a trusted adult, a friend, a teacher, Childline, Diana Award or some other service and get the help you need. You should be proud of the person you are and you have nothing to be ashamed of,” he said.

In May, the Duke of Cambridge invited Attitude magazine to bring members of the LGBT community to Kensington Palace in order to hear their experiences of homophobic, biphobic and transphobic bullying, and discuss the mental health implications it has, the magazine said.

Attitude editor Matthew Todd facilitated the discussion. After meeting with the nine delegates, Prince William then posed for the cover of Attitude magazine, photographed by Leigh Keily.

The prince had revealed his magazine appearance Tuesday after signing a book of condolences for victims of the gay nightclub shooting in Orlando, which left 49 people dead and dozens wounded.