ITV launch ‘No Butts’ campaign 2025

On Tuesday’s Lorraine show 2025’s ‘No Butts’ campaign was launched…

Yesterday on Lorraine, Lorraine Kelly launched this year’s ‘No Butts’ campaign with an exclusive and poignant interview with Dame Deborah James’ daughter Eloise and her mother Heather as they continue the bowel cancer awareness campaign in her legacy for the 5th year running. Joining Lorraine in the studio was Dame Deborah’s mum Heather James and her brother Ben as they shared an update on the last year.

Ben, who is running the London marathon for bowel cancer this weekend, said: “Deborah was beating the drum as much as possible but it’s so important to keep raising awareness and to keep the message out there. People still don’t quite know the symptoms [of bowel cancer] and it’s important to keep spreading awareness, like the No Butts campaign.” 

Deborah’s mum Heather added: “I think Deborah really did try and break the taboo around poo, with a happy, smiley face and dance.” 

Also joining the campaign this year is Dame Deborah’s 15 year-old daughter Eloise. Speaking for the first time alongside her nan Heather about the Lorraine ‘No Butts’ loo rolls, Eloise said: “I think it’s very genius. You’re wiping your poo, with something that says check your poo so it’s like a cheeky reminder before you do it. It’s quite smart actually.” 

“[It’s important] for everyone to know the truth, and know that it can happen to anybody. Even if you’re like the most healthy person in the room, you still have a chance of getting it, and it can affect people around you.”

Reminiscing about when they met Prince William, Eloise added: “I remember making meringues and I remember you going around the house shouting ‘We have to tidy! We have to tidy!’ and the house was spotless and you were like ‘my house is a tip, I am so sorry Prince William’ and you had just spent 24 hours tidying.” 

Reflecting on the clip, Lorraine said: “What a smashing girl! You must be really proud of her? She is so like her mum.” 

The interview with Eloise and Heather can be found on the Lorraine YouTube channel with information of all signs and symptoms available on the website itv.com/Lorraine. Over the next week, Lorraine will dedicate a plethora of programming to mark the No Butts initiative in a bid to raise awareness and encourage early bowel cancer detection in order to save lives.

Lorraine weekdays from 9am on ITV1, ITVX, STV & STV Player