Sunrise host David 'Kochie' Koch donned red lipstick while presenting the show on Monday.
The 67-year-old Australian presenter wanted to show his support for women's health after tragically losing his sister.
David put on the lipstick while interviewing Ironman Jett Kenny about his late sister Jaimi - who died in 2020.
Jett is also an ambassador for Liptember's Lip-Stick-It campaign, which is hoping to raise funds for women's support services.
The 29-year-old encouraged men to wear red lipstick on May 11 to support the campaign.
"It could be happening to a person you work with, someone you know, but they might not be talking about it because they don't feel comfortable," he said.
Kenny, whose sister died after battling alcoholism and an eating disorder, stated that less than half of women seek help when struggling with mental health issues.
The campaign hopes to help women open up about their mental health.
"For me personally, obviously this is quite close to home for myself and my family, Jaimi having struggled with mental health issues for a number of years, which led to a few underlying health issues as well,” Kenny told David.
“If all it takes is to put on some red lipstick and start a conversation, then it’s worth doing. It’s a big thing, not only for myself but for a lot of people.
“It could be happening to a person you work with, someone you know, but they you know — might not be talking about it because they don’t feel comfortable to do so,” he added.
“Less than half of the women experiencing mental health are seeking help,” he added. “Encouraging those people to just talk about it and having the strength that they might need to voice what they are going through.”
A clip of David wearing lipstick was shared on the Sunrise Instagram page and fans shared their support.
"Good on you," one said while another added: "Awesome work Kochie."
One fan joked: "The best I have ever seen Kochie look," while one quipped: "Red is your colour."
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