Lorraine Kelly and Dame Deborah James launched the "No Butts" campaign in 2021 as the ITV daytime show celebrated its return.
Dame Deborah, who set up the Bowelbabe cancer research fund, died last year at the age of 40 after suffering from bowel cancer.
In honour of the late campaigner, the return of Dame Deborah's No Butts campaign for a third year was announced on ITV's Lorraine on Monday.
The 63-year-old reacted to viewers who were admittedly left in tears after announcing the big news with the broadcaster admitting she struggled to hold herself together.
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