Carrie Bickmore is facing backlash online after the release of her new Beanies 4 Brain Cancer release.
Bickmore and her fellow The Project hosts, including Waleed Aly, Tommy Little and Gretel Killeen, wore the beanies throughout Monday's entire show. The panel also discussed the appeal and showed two different stories on the disease.
Viewers have since expressed their severe disappointment that this all happened on the same day as the Big Freeze at the MCG, which supports Motor Neurone Disease with the sale of blue beanies, launched.
"I'm quite disgusted in insensitivity to #FreezeMND #TheProjectTV are being. I realise both causes are worthy but please inappropriate today," one Tweet read.
One viewer even accused Bickmore of being 'arrogant' like co-host Aly.
The Big Freeze appeal included well known Australian sports stars Adam Gilchrist and STeve Monoghetti dipping into ice cold water, with over $2 million raised.
Bickmore and Channel Ten are yet to comment.
This article originally appeared on WHO.