BBC Breakfast's co-host Luxmy Gopal was left feeling a bit queasy after an unexpected image flashed up on Sunday morning's show (September 21).
She was presenting the popular morning programme alongside Roger Johnson, who had just taken part in a segment documenting his experience of giving blood for the first time in years.
"I hadn't donated since before the pandemic," Roger confessed, revealing that it was his 21st blood donation that had been filmed. "It's great and you feel like you've potentially done some good with minimal effort."
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The segment featured plenty of blood, ending with a photo of Roger proudly holding up a bag filled with his blood, flanked by the medical staff who had helped him throughout the process.
Luxmy seemed surprised by the image, engaging in a bit of banter with her co-host about his experience, before asking him: "Do you feel squeamish though?" referring to the blood bag photo, reports the Express.
"When you held up your blood like that... I mean," she grimaced. "That not... no?"
"No, it's just part and parcel but it is something that's very simple that we can all - or pretty much everyone, but most people - can do that can save a life," Roger responded casually.
Before the segment, Luxmy shared the statistic that over 5,000 donations are needed daily to meet demand, leading the NHS to appeal for more willing donors.
Despite the sight of blood, the segment aimed to debunk myths for those contemplating becoming donors themselves.
Roger traced his donation from the initial screening at Manchester's Blood Donation Centre to its final packaging and preparation for those in need.
"The whole [donation] process usually takes me little more than half an hour," Roger revealed in his voiceover, assuring that for him it "didn't hurt" at all.
BBC Breakfast is broadcast daily from 6am on BBC One and iPlayer
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