Nadia Bartel’s brutal ‘lesson’ after leaked video scandal cost lucrative deals

Nadia Bartel learnt a harsh lesson in the wake of her leaked video scandal – but she wasn’t the only celebrity to face a year from hell in 2021.

Former AFL WAG Nadia Bartel found out the hard way just how damaging a leaked video scandal can be in 2021.

After splitting with ex-Geelong star Jimmy Bartel in 2019, the influencer finished 2020 on a high after landing a string of lucrative sponsorship deals, while her own fashion label Henne had grown into a must-have brand.

But earlier this year it all came crashing down after she was caught on video snorting a white powder at a home gathering during Melbourne’s Covid lockdown.

The backlash was swift and brutal, and despite a grovelling public apology, a number of brands quickly severed their association with the 36-year-old, who has kept a low profile in the months since the scandal broke.

Nadia Bartel has kept a low profile since the scandal broke. Picture: Instagram

Aussie public relations expert Nicole Reaney told news.com.au the Nadia Bartel saga was a “lesson for anyone that relies on their profile for an income”.

“A significant social following comes with less control of what information becomes available to the media and the public,” Ms Reaney explained.

She said the decision by huge brands such as JS Health and Hairhouse Australia to cut ties with the mother-of-two was unavoidable, as it was something they “needed to do in order to avoid the impact to their brand values”.

However, Nadia Bartel’s leaked video wasn’t the only massive PR fail to rock Australia in 2021.

Pete Evans’ PR disaster

It has been another wild year for celebrity chef Pete Evans, who continued to speak out against Covid vaccines.

In fact, his Covid misinformation campaign drew so much attention that he was even banned from Instagram in February, with a spokesperson from parent company Facebook telling news.com.au at the time that his account was removed for “repeatedly sharing debunked claims about the coronavirus or vaccines”.

Ms Reaney said he was “notorious for stirring the pot“ but that views on health matters “are best left for those with the expertise and medical degree”.

“We’ve learnt (about) the dire effects from one of the earliest influencers, Belle Gibson. The difference here is that this is a global pandemic that is affecting the entire population,” she said, adding that Covid misinformation was “highly damaging”.

“Instagram took action by banning his account. Accountability of data and information is one of the biggest PR challenges social platforms are tackling right now,” she said.

Pete Evans spoke at the Millions March Against Mandatory Covid Vaccinations in Sydney in February. Picture: NCA NewsWire/Jenny Evans

Sam’s Summer Bay exit

Earlier this year, Home And Away’sSam Frost also made headlines for her vaccine stance after revealing she was unvaccinated against Covid in an emotional video shared on her Instagram in early October.

In December, she announced she was leaving Summer Bay after cutting ties with Channel 7 following the network’s vaccine mandate.

Ms Reaney said the 32-year-old former reality TV star may have shot herself in the foot with her unprompted jab announcement.

“The vaccination topic is so contentious and it really is one of the first times we see personal health clouded with employer policies and image,” she said.

“With the push for mandatory vaccination in employer and personal settings, it’s dangerous territory for celebrities to speak out against the majority.

“Future employers, depending on their own values and policies, could be hesitant in recruiting Sam, or at least would have very stringent codes on what employees can say or do if it has the potential to colour their own reputation.”

Former Bachelorette Sam Frost made an emotional video in October, revealing she has not been vaccinated for Covid-19. Picture: samfrost/Instagram

Vaccine strollout

Australia lagged behind most of the planet when it came to the Covid vaccine rollout, although we’ve well and truly caught up in recent months, now boasting one of the world’s highest jab rates.

But Ms Reaney branded the rollout a “PR disaster”, and said the government had failed in its messaging for months on end.

“The Covid-19 vaccine rollout was a PR disaster, with the government failing to own the narrative and communicate effectively with the population such as culturally and linguistically diverse communities, the elderly and Indigenous communities,” she said.

Bungling of Brittany Higgins’ allegations

Brittany Higgins came forward in February this year alleging she had been sexually assaulted in Parliament House in March 2019.

Ms Reaney said the government’s response to Ms Higgins’ allegations had been “seriously mishandled”.

“The allegations have added to persistent calls for sweeping changes to workplace culture, and no doubt the political office environment where legislation is born and upheld should be the very workplace that leads by example,” she said.

“Scott Morrison was criticised for his response to the extent of the allegations when he responded from the lens of a father.

“While it is natural to relate experiences to your own circumstance, when it comes to statistics into male-led violence that has penetrated so many homes here in Australia, the zero-tolerance stance is one everyone should make regardless of their experience as a husband or father.”

Brittany Higgins pictured outside Parliament House on March 15, 2021. Picture: Sam Mooy/Getty Images

Gladys’ brutal downfall

From her “halo year” in 2020, former NSW Premier Gladys Berejiklian met her downfall this year following months of divisive Covid restrictions and her abrupt resignation ahead of the ICAC inquiry into her relationship with Daryl Maguire and potential conflicts of interest.

Ms Reaney said many Aussies had respected Ms Berejiklian’s handling of the pandemic even if they didn’t agree with all her decisions, but that the ICAC scandal had seriously damaged her reputation.

“While there are still pools of the population siding with her for her leadership through the pandemic, many were split or shifted their views as a result of the recent revelations,” Ms Reaney said.

NSW Premier Gladys Berejiklian met her downfall in 2021. Picture: Jenny Evans/Getty Images

On the topic of premiers, Ms Reaney said Queensland leader Annastacia Palaszczuk’s harsh border closures had also sparked backlash, as well as her recent “backflipping” on a decision to force passengers from two Virgin flights to spend Christmas in isolation.

Coon cheese’s rebrand

It seems like a lifetime ago, but 2021 was the year that the iconic Coon cheese brand renamed itself “Cheer” after a highly-publicised campaign by anti-racism activists.

Ms Reaney said the rebrand highlighted the challenge brands faced as they evolve alongside new generations and societal norms.

“In the era of Indigenous awareness and cultural inclusivity, the company attempted to identify a name that wouldn’t be contentious,” she said.

Coon cheese was replaced by Cheer. Pictures: Benedict Brook/Stephen Hagan

“Today brands really are challenged to please everyone. It really is a judgment call to determine what adaptations brands make and there is a risk that by pleasing one pool, you divide another.

“The new name did not bring cheer to anyone, even the very community it sought to please, with many questioning the lacklustre decision.”