ITV's This Morning Partners Up With Boots

ITV's daytime show This Morning has partnered up with Boots to help raise awareness of the menopause and bring support to nearly half of the women in the UK that are currently experiencing symptoms.

The partnership involves the launch of a new Menopause Bus which will hit the road around Britain in July as part of the show's hugely popular campaign on the issue.

Launched in conjunction with their This Morning Takes On The Menopause campaign - which launched in January - the new bus will launch in London, before stopping for people to get on in Birmingham, Liverpool and Cardiff.

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, together with Boots, are on a mission to help. With 76 percent of This Morning viewers being women, it is important to give them the knowledge they need to understand and act on their symptoms.

The bus will appear live as a 'drop in' where people can gain leaflets with information and insight into the menopause with advice from health and wellness experts from The Menopause Charity.

Additional support will be available across This Morning and Boots’ social and digital channels as the wheels hit the road across the country.

As part of the campaign, ITV Daytime has created a bespoke ident for Boots that will run in the show adjacent to the programme items.

Completely liveried with This Morning Takes On The Menopause and a Boots logo, the bus will appear within the show and viewers can spot it as it drives around.

This Morning Editor Martin Frizell said: 'This Morning takes great pride in what support and advice we offer to our viewers and for this bus to not only raise awareness on its travels it will be helping so many with the advice it can offer across the nation too. I’m hugely proud of the team involved and thankful to Boots for supporting this important campaign too."

www.itv.com