This Morning has launched its first-ever menopause bus, to help raise awareness of the symptoms of the menopause and offer support to women.
It comes as ITV has become one of the first companies to appoint a Menopause Mentor, offering support an advice to staff members who are struggling with the symptoms of the menopause.
Hosts Holly Willoughby and Phillip Schofield announced the news during Wednesday's show and headed outside to take a good look at the bus.
On introducing the bus - which is outside London’s Television Centre today - Holly told viewers: "Every great road trip needs a good bus and here’s ours!"
This Morning family members Lisa Snowdon, Dr Nighat and Ateh Jewel appeared next to the special bus - which is partnered with Boots - and explained that it’s hitting the road around Britain during July as part of the show's hugely popular campaign on the issue, This Morning Takes On The Menopause.
After London today, the bus will travel to Birmingham on July 12, Liverpool on July 20 and Cardiff on July 27 and will be in each location until around 2pm.
The initiative aims to change the way people think and talk about the menopause. Its symptoms directly affect half of the population, whilst indirectly affecting many others. It remains one of the biggest taboos left to tackle and This Morning are on a mission to help.
Dr Nighat told Holly and Phil: "We just want everybody to come along - share your experiences, share your stories and get some advice as well. Anybody that has a question, that wants to speak to a doctor, come out and say hello to me, that’ll be really nice!... No question is silly, nothing’s off limits, nothing’s taboo."
Phillip then asked: "Why do you want people to come and see you on the bus?" to which Dr Nighat replied: "We have very little information about the signs and symptoms - there’s peri-menopause where you have periods but menopausal symptoms, menopause which is defined as one year without a period and post menopause which mean you’ll be in that phase for the rest of your life.
"But it doesn’t have to be miserable.. there is help out there… a problem shared is a problem halved. Lives, marriages, relationships, workplaces can be saved by this… the impact is vast," she added.
Lisa, 50, who has spoken openly about her experiences of the menopause, then said: "The conversation’s getting louder, that’s what’s so amazing.
"There wasn’t that much information years ago and the fact this is happening… we’re going to be going around the country - women can come together, share their experiences. They won’t feel as lost or lonely because that’s one of the most horrible things."
She added: "There’s lots of different leaflets, like a guide for loved ones - women don’t recognise they’re going through the menopause so how will people close to them? You can educate yourself on what’s happening, recognise there’s something changing and then get support."
Phillip asked Lisa if talking about it has helped her as she replied: “Absolutely, it’s really helped. To build a community where we can all talk about it, not everybody goes down the same route. It’s recognising the changes that happen. Talking about it is crucial."
This Morning airs weekdays at 10am on ITV and ITV Hub.
