Carrie Bickmore won the Gold Logie at the 2015 TV Week Logie Awards, because of course - she's amazing.
But the powerful moment she used her acceptance speech to raise awareness of brain cancer highlighted how worthy a winner she was.
She donned a beanie on stage in honour of her late husband Greg Lange, who died of brain cancer in 2010.
People have already begun tweeting their support.
#beaniesforbraincancer #TVWEEKLOGIES
So moved by @carriebickmore speech at the logies. Beanies are cool. Get on board #beaniesforbraincancer
A timely purchase last night #beaniesforbraincancer @BickmoreCarrie @TheScript_Danny - great cause to support!