Each year This Morning works together with its viewers and celebrities to raise awareness and funds to aid the chosen charity.

To help raise awareness of this year's appeal Alzheimer's Society Ambassadors and supporters Lynda Bellingham, Fiona Phillips, Angela Lonsdale and Sally Lindsay will be sharing their personal experiences of relatives who have suffered and explaining how dementia, an incurable condition, affects around 700,000 in the UK.

Lynda Bellingham, Alzheimer's Society Ambassador, says,

'I am thrilled that This Morning is working with Alzheimer's Society for this year's Christmas Appeal.  I know the impact that dementia has on the whole family, having cared for my mum when she was ill.  I know too, the vital work that Alzheimer's Society does to help people live well with dementia today and to fund research to find a cure for tomorrow.  The support of This Morning and its viewers will raise awareness of this cruel condition and enable Alzheimer's Society to help families when they need it most.'

Jo Swinhoe, Director of Fundraising and Marketing for Alzheimer's Society, says,

'Alzheimer's Society is delighted to have been chosen by This Morning for its Christmas Appeal. Dementia is not a natural part of ageing; it is caused by diseases of the brain and gradually robs people of their lives. The generous donations that viewers make will allow us to provide support for people with dementia across the UK, through our network of support services,telephone helpline and research programme.'

This Morning's Christmas Appeal launches today, Monday 7 December, and will highlight the impact dementia has on families, feature Alzheimer's Society's services and explain how your donation will help people living with dementia and help provide research for the future.  

Sue Walton, ITV Studios Head of Daytime and 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.'

This Morning is on weekdays, 10.30am - 12.30pm on ITV1. The Christmas Appeal starts from Monday 7 December until Wednesday 23 December.

Donations can be made by either visiting www.itv.com/thismorning, calling 0800 731 90 90* (calls are free from a BT landline but mobiles and other networks may charge) or via any Santander's network of branches, including Abbey, Bradford & Bingley and Alliance & Leicester.

Further Information

• You can visit alzheimers.org.uk/thismorning  to find out more about the Christmas Appeal.