An Australian influencer has been branded 'out of touch' and accused of virtue-signalling after sharing a post about donating blood in the aftermath of Sunday's devastating terror attack at Bondi Beach.
The Controversial Call to Action
Mummy blogger and podcaster Bella Messina, 29, took to her Instagram on Monday, addressing her 28,000 followers. In a video clip, she explained her decision to visit a blood donor centre. 'When a mass incident happens like this in Australia, which thankfully is rarely, I always want to help,' Messina stated.
She acknowledged that GoFundMe pages often emerge for victims but noted the financial strain of the festive season. 'Instead I have come down to my local blood donor centre to give some blood in hopes that it can help anyone,' she said, highlighting that the act was free, requiring only her time and energy.
Messina documented the process, sharing a photo to her Instagram story with the caption: 'Feeling very heartbroken over what happened in Bondi yesterday, and very helpless on what I could do – so I came down to donate blood today.' She revealed it was her first donation after having 'two babies in two years'.
A Fierce Social Media Backlash
The seemingly charitable act was met with immediate criticism. Followers branded the posts as attention-seeking and 'out of touch'. One commenter directly challenged her, writing: 'You don't need to post about helping out. Doing it privately also works.'
Messina responded with defiance, sharing screenshots of the exchange and calling the critic a 'loser'. She robustly defended her use of her platform. 'How dare I, someone with a platform that directly reaches hundreds of thousands of Australians, show and encourage donating blood after a massacre, especially when Australia is being asked to donate blood right now,' she wrote.
She argued that her post, which garnered millions of views, served a public awareness purpose. The argument escalated, with the commenter insisting they didn't need validation, and Messina retorting by calling them an 'insufferable termite'.
Divided Opinion Online
The controversy spilled onto Reddit, where users echoed the criticism. One comment read: 'Typical Bella behaviour. “I did something good! Validate me!” Girl, a man literally tackled a gunman. This isn’t your moment.' Another criticised the 'smiling selfie' as inappropriate.
However, the response was not uniformly negative. On her original Instagram post, several followers praised her initiative. 'Thank you for speaking about this,' one supporter wrote, while others said her post had inspired them to book their own donation appointments.
The incident highlights the fine line public figures walk when responding to tragedies on social media, where acts of solidarity can be interpreted as self-promotion, sparking debates about authenticity and influence in the digital age.
