Fans across Twitter have defended Carrie Bickmore, after her brain cancer appeal has clashed with a similar campaign for Motor Neurone Disease.
Bickmore has been actively promoting Carries Beanies 4 Brain Cancer appeal on The Project, which raises awareness of the disease - which claimed her late husband - through the sale of pink and grey beanies.
The only thing is the campaign launch is double booked with the MCG's The Big Freeze by Fight MND, and like Bickmore's appeal, raises awareness through the sale of (blue) beanies.
Many across social media think an "insenstivie" Bickmore should have worked with organisers to pick a better date, and reconsidered using The Project to speak about the campaign.
Others were more sympathetic - calling the response from critics a massive overreaction.
As for Carrie herself?
Seemingly unnerved by the backlash, she said she had been "blown away" by the positive response.
Held annually, The Big Freeze is hosted on the Queen’s Birthday AFL weekend match at the MCG.
Australian personalities including Leyton Hewitt jumped into a pool of ice in the lead up to the clash between Melbourne and Collingwood, with more than $2 million raised for motor neurone disease research.
Ex Essendon captain and Melbourne coach Neale Daniher suffers from the fatal disease and has become an ambassador for raising awareness of MND.