ITV's Good Morning Britain star Martin Lewis unbuttoned his shirt for a "good cause" live on air.
The Money Saving Expervolunteered to help shower viewers how to use a bleed kit while discussing knife crime on the show.
On Thursday's episode (May 25), Martin hosted the show alongside co-star Kate Garraway.
READ MORE: GMB's Susanna Reid taking break from shows as she makes 'interrupting' dig
While talking to former gang member Carl Scott, Martin used his chest to demonstrate a 'life-saving bleed control kit'.
Unfortunately, Carl had experienced the "devastating" effects of knife crime first-hand, having lost his best friend to a stabbing incident, who died in his arms.
To show viewers how to use one correctly, Martin, 51, unbuttoned his shirt and said: "Let's demonstrate how it works. Do you need a dummy? That would be me."
Carl then opened the kit and explained: "If someone was to have a chest wound or a stomach wound, this would be then be implemented over the top of that wound.' A lot of air could go into that wound which could then get trapped, so when you implement this on the wound itself…"
Martin then confessed: "I've never unbuttoned my shirt on television before, but there we go there's a first time for everything. It's for a good cause."
After undoing the top two, he said: "That's all I'm doing."
Carl now continues to raise awareness of how to use the kits, after his own experiences of also being stabbed three times.
"I've been stabbed three times," he said but also added that it was seen as a "badge of honour" when he was growing up.
Martin added: "That's part of the problem, isn't it really."
"It's part of the environment I was in at the time," Carl replied, while adding that he has been more effected by the experiences now as an adult than he was in his younger days, and he still gets quite "upset".
The official GMB account on Twitter also shared a clip of the demonstration online.
They captioned the tweet: "The number of fatal stabbings is at its highest level since records began. Campaigners say one of the only ways to reverse this is by having bleed control kits as accessible as defibrillators. Former gang member Carl Scott had his best friend die in his arms from a knife…"
GMB continues weekdays from 6am on ITV.
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