The humble beanie is hardly a must-have red carpet accessory, but it took centre stage at Australian television's night of nights thanks to a passionate speech by Gold Logie winner Carrie Bickmore.

#beaniesforbraincancer was the top trending hashtag on Twitter in Australia early on Monday morning after The Project co-host pulled on a blue beanie during her emotional acceptance speech as she spoke of her late husband Greg's battle with the disease.

The 34-year-old also challenged Australian morning television show hosts to wear the headwear on Monday morning in a bid to raise awareness of the disease, and also urged people heading to work or to school to post photos online of themselves in their beanies.

Bickmore's husband Greg, who died in 2010, had been embarrassed by the scars on his head and wore many beanies throughout his cancer journey, Bickmore told the audience at the ceremony in Melbourne.

She dedicated the award to her husband and "anyone that is going through a really s--t time right now, anyone that's supporting someone through a really tough time right now".

"I want to ask anybody that's on TV in Australia tomorrow to whack on a beanie. I want to get the nation talking about brain cancer. It receives next to no funding, which is ludicrous because without funding more people are going to die," she said.

On the Today show, co-host Karl Stefanovic wore a black beanie during an early morning segment, telling viewers he looked like a "cone head", while co-host Lisa Wilkinson also donned the headwear during the show.

"Wear your beanies today, beanies for brain cancer. Carrie is passionate about spreading that message. She says that beanies are cool. Carrie we think that you are very cool," Wilkinson said.

Financial journalist Ross Greenwood and entertainment reporter Richard Wilkins also wore beanies on air.

Sunrise co-hosts Samantha Armytage and David Koch pulled on black beanies while doing a live cross to  correspondent Rebecca Madden in Melbourne, who was also wearing a beanie.

Koch said Bickmore had delivered "one of the most powerful Gold Logie acceptance speeches in the history of the ceremony. Her words are resonating across the nation this morning", he said.

"What a great forum for her to push a terrific cause like that," Koch said.

"In the overall scheme of things a Logies is quite frivolous, but if you can use it to put the spotlight on something as important as this, well done Carrie."

Two viewers outside the Sunrise studio in Sydney carried placards reading: #beaniesforbraincancer, while the Studio 10 panel members all wore beanies on Monday morning.

Bickmore's ambition to raise awareness of brain cancer took hold immediately on Twitter, where she was widely praised for using her time in the spotlight to rally for the cause.

So damn proud for so many reasons!!! Love Ya @BickmoreCarrie #BeaniesForBrainCancer #GoldLogie— PETER HELLIAR (@pjhelliar) May 3, 2015



#beaniesforbraincancer @BickmoreCarrie pic.twitter.com/zKRlEf1Fyg— Michael Gard (@Mick_Gard) May 3, 2015

Stunning #goldlogie acceptance speech by @BickmoreCarrie. I'll b wearing my #BeaniesforBrainCancer tomorrow on @TheTodayShow #CarrieBickmore— Lisa Wilkinson (@Lisa_Wilkinson) May 3, 2015

Here's 4 yo Tom right with you @BickmoreCarrie #beaniesforbraincancer @sam_armytage @kochie_online @sunriseon7 pic.twitter.com/2cyzTXM5Bh— Sally Gardner (@sal_star1) May 3, 2015

wearing #beaniesforbraincancer today thanks to @BickmoreCarrie of #TheProjectTV gold Logie recipient for awareness pic.twitter.com/1GjoYLU8GU— Raine OK (@raine_ok) May 3, 2015

@BickmoreCarrie Your Gold Logie speech was perfect. Way to go! #TVWEEKLogies #BeaniesForBrainCancer #TheProjectTV pic.twitter.com/o0ZJWEZdvS— Kylie Dumbleton (@KylieDumbleton) May 3, 2015