This Morning host Holly Willoughby wants to normalise the word 'vagina'

Holly Willoughby is on a mission to normalise the use of the word ‘vagina’ as she gets frank about female anatomy.

With 5.6 million Instagram followers, the 38-year-old utilised her huge platform to promote the work of Eve Appeal – a UK charity raising awareness and funding research into the prevention of the five gynaecological cancers.

Holly re-posted a video encouraging women to ‘say it, sing it, normalise it’ – in a bid to get more women talking about anatomy and symptoms to recognise when things aren’t right.

The video features a whole host of famous faces saying the V word, including Holly and her This Morning co-host Philip Schofield.

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Alongside it, she wrote: ‘Yes! Let’s normalise the word vagina!... this is fantastic @eveappeal although very funny it’s such an important message.’

Her post was viewed by over 470,000 people and met with huge support.

‘This is brilliant,’ one fan wrote. While another said: ‘See!!! Everyone’s saying vagina now!’

As a mum to Belle, eight, Harry, ten, and Chester, four, it’s no surprise Holly’s health is one of her biggest priorities.

While she’s usually keen to keep her three children out of the limelight, she recently revealed the sweet meaning behind her daughter’s name.

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During a trip to Disneyland Paris for the launch of the new Lion King and Jungle Festival, she said Belle from Beauty and The Beast was her favourite Disney princess for obvious reasons.

‘I’m going to have to choose Belle because I think she's got real 'girl power' and my daughter’s called Belle,’ she explained. ‘I named my daughter after my favourite Disney princess. I think that sort of says it all.’