Good Morning Britain star Kate Garraway has opened up about what a tough experience it was to be aged 40 years for the show's new campaign.
Kate, 49, and co-host Susanna Reid, 45, wore grey wigs and had prosthetic wrinkles and age spots applied to their skin to show what they will look like 40 years from now.
The duo were aged up by a professional team, who have previously worked on Game Of Thrones and Star Wars, to raise awareness of the show's 1 Million Minutes campaign to get people to pledge their time to helping older, lonely people this Christmas.
Kate, who visited a cafe in costume told the ITV breakfast show: "It was strange, you feel the same but nobody looked at me.
"You're used to people noticing you when you're on the telly but when I was sitting having a cup of tea and people came close to get ice creams and smashed into me, I felt invisible.
"I'm the same person but with an older appearance and people treated me very differently."
The campaign launched today and runs through December.