Most of us have probably been caught staring at someone - or part of someone - that we shouldn't be, but not on live TV. That's what happened, however, this morning on This Morning.

Husband and wife presenters Eamonn Holmes and Ruth Langsford couldn't take their eyes off their guest's breasts, prompting Langsford to apologise for staring at them.

But it wasn't entirely inappropriate, given that the reason 23-year-old Chidera Eggerue was on the show was to talk about her Saggy Boobs Matter campaign.

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While the campaign name, which is presumably inspired by the Black Lives Matter movement, might be slightly misguided, the intention is at least noble - to encourage women to be confident in their appearance.

Credit: ITV

Chidara explained that she started the campaign - which, of course, has an accompanying hashtag - after visit to Marks & Spencer.

She explained to the hosts: "I would go to M&S and get my bra fitted, like you do, and I would get a bra in my size but when I tried it one, my boobs didn't look like the woman on the packaging. That was far too early in my life to start disliking myself."

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Ruth apologised to Chidera for constantly looking at her breast, saying: "You do have a very low cut top on. It is hard not to look but you don't mind."

She also said sorry for using the word 'saggy' to describe them, although Chidera assured her that she doesn't mind that word being used - which, given that's the first word of her campaign, is probably a good thing.

Credit: ITV

"I wouldn't like to use that word as it feels a bit insulting," said Ruth, to which Chidera replied: "Saggy is just an adjective." She did admit, however, that she encounters a lot of people who use that word negatively on social media, which is precisely what her campaign is trying to change.

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"In my Instagram comments I have had men saying, 'Oh, you're so young, why are your boobs sagging?'," Chidera explained, but she said that overall the response has been "overwhelming".