Those who follow Phillip Schofield on social media may have been a bit confused when they saw him posing with his pants on his head. And no, it's not just a case of some Monday morning confusion as he was in fact supporting his This Morning co-host Holly Willoughby following her heartfelt plea.
The presenter, 60, took to his Instagram Story to share a selfie that showed him with a white pair of Calvin Klein boxers covering his silver locks as they hung off the back of his head. As he grinned for the snap, Phillip joked: "I look like a chef," before nominating his fellow This Morning stars to also don their underwear on their head.
It came after Holly, 41, nominated Phillip to take part in the 'Pants To Leukiemia' challenge that is being spearheaded by one of her childhood friends. On Sunday, ahead of appearing on Dancing on Ice, the mum of three posted a collage of photos to her Instagram page which also featured a snap of her pouting for the camera while her pants sat atop of her blonde tresses.
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"My dear old school friend @h.j.peckham wants to say ‘Pants to leukaemia’…" Holly started the caption of her post before she explained: "Her son, the bravest of boys has been fighting like a lion… we love you Bodhi… and we stand in our pant clad heads in solidarity!!!"
Imploring her followers to join in, she added: "If you want to join in, raise some money for charity and make a little boy smile the details are below… Thank you." She then shared her own image to her Instagram Story where she told her more than eight million followers that she nominated Phillip and their fellow This Morning stars Alison Hammond, Gok Wan, Dermot O'Leary as well as Spice Girl Emma Bunton.
Holly also shared Hannah Peckham's full post. The children's author said: "November 16th 2022 my beautiful boy was diagnosed with acute lymphoblastic leukaemia. We have since only spent just over a week at home and I can honestly say leukaemia is pants! However my little bonkers warrior is facing it with so much courage and of course a pair of pants on his head."
She went on to share: "I set up a little #teambodhi group to keep our friends updated , after another admission to hospital I sent them a picture, in the moment, of Bodhis bare bottom but pants clad head. Throughout the day they responded as only a good #team would and I received pictures of all his pals, their dogs , mummy's and friends with pants on their head standing in solidarity with his plight (on what was meant to be his birthday party weekend) which bodhi obviously thought was great fun."
Hannah then implored: "So if you want to kick leukaemia's ass! And stand in solidarity too and say pants to leukaemia: Take a picture of you or a willing Subject wearing a 'brief Bonnet' aka pants on your head (the dafter the better). Choose a charity to donate to (no matter how small) @leukaemiauk @younglivesvscancer @rockinghorse67 (Don't forget to reference team Bodhi -pants to leukaemia on donation). There is also a just giving page. Briefly explain what you are doing and why and tag the chosen charity. Nominate a friend (or 5) to do the same."
Holly's post was quickly flooded with messages from parents who have faced the same battle as well as those keen to show their support. Team Bodhi's Just Giving page can be found here.
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