This Morning's annual Christmas Appeal has seen its chosen charity announced, with the Alzheimer's Society being named as the partner organisation.
Alzheimer's Society ambassadors and supporters are helping with the campaign to raise awareness of this year's appeal, including stars such as Lynda Bellingham, Fiona Phillips, Angela Lonsdale and Sally Lindsay.
All will be sharing their personal experiences of relatives who have it, explaining how dementia affects around 700,000 in the UK and is currently incurable.
Sue Walton, ITV Studios head of daytime and the executive producer of This Morning, said: "We're really delighted to support Alzheimer's Society, which each year reaches the many people across the country whose lives are touched by dementia.
"With this year's Christmas Appeal viewers will have the opportunity to support this extremely worthwhile cause."
Other ambassadors for the Alzheimer's Society include vice-president of the organisation David Blunkett MP, Baroness Murphy, comedienne Jo Brand and actor Richard Briers.