South Africans are rallying together to support ‘Miss Albany’ and her family with generous donations and sponsorships after the brand featured in the viral photograph allegedly failed to compensate them.
KwaZulu-Natal, South Africa (07 April 2024) – In July 2023, a photograph went viral that warmed the hearts of South Africans across the nation. The image featured a 3-year-old girl, affectionately known as ‘Miss Albany’ or the ‘Albany Bread Girl’, captured by budding photography student Lungisa Mjaji.
The photograph showcased little Lethukukhanya Mjaji beaming with joy, a proud embodiment of South Africa’s spirit of simplicity and resilience.
The photo was part of a series that Lungisa, a passionate photography student from KwaZulu-Natal, had embarked on – a project named ‘My Footprint’. His vision was to portray the beauty of rural South Africa through a lens of joy and positivity. With the support of his mother, who funded the bread for the shoot, and the enthusiastic participation of his young niece, Miss Albany, Lungisa’s project captured the imagination of millions.
The image of Miss Albany’s radiant smile against the backdrop of muddy waters resonated deeply with many South Africans.
It was a moment that reminded us all of the nation’s enduring spirit, even in the face of challenging circumstances. The photograph and accompanying videos garnered millions of views, captivating audiences both locally and internationally. However, despite the immense publicity and positive PR that the image generated for Tiger Brands, the brand behind the iconic ‘Albany Bread’, the story didn’t play out as South Africans expected.
Many hoped that the family – who could not even afford the bread for the shoot – would have seen some compensation from the brand, especially since the photo had brought so much joy to the country.
According to a recent Sunday World article, Tiger Brands reshared the beautiful image on its social media at the time but noted that this project was not a Tiger Brands initiated or commissioned project or campaign. Furthermore, the brand explained that neither Tiger Brands nor Albany made use of the photograph for advertising purposes.
Lungisa explained that Tiger Brands said to him in a meeting that the brand’s policy didn’t align with the pictures, and he understood that the brand did not owe him anything. However, he believes a “token of appreciation, especially for the child” would have significantly helped the family.
“I am not very good with the English language. But in the meeting with three guys from Albany, they said their policy doesn’t align with the pictures I took. The pictures did not display signs of health, according to them. I understood that as them associating rural areas with poverty. And I assumed that their target market was someone from Sandton.”
He said they mentioned that his niece was a minor and this did not align with their policies.
“Minors are all over television and billboards, how was this an isolated case? I believe it’s because we’re from the villages.”
“I do not want to say the Albany people used my niece or my work for their gain. But they reposted the pictures on their social media platforms. Yes, they do not owe us anything because we had no agreement. But a token of appreciation, especially for the child, would have greatly helped,” he added.
According to The Citizen, Albany visited the little girl last year with gifts, loaves of bread and more but the little girl’s uncle recently took to X (Twitter) and shared that he and his niece allegedly did not receive any compensation from Albany.
“We received no compensation from that Albany thing. Let’s dispel the notion that we gained anything from it. We’ve moved on, we’re creating, and I trust that God will guide our path. I’ll personally support the child with what little I have.
Ubuntu abusekho (there is no more Ubuntu)”
But where there is adversity, there is also resilience and unity. The story of ‘Miss Albany’ inspired other brands and compassionate individuals to rally together and support the family in meaningful ways.
After going viral last year, Umuziwabantu Municipality presented Lethukukhanya with a cheque worth R5,000, while Parmalat, in a heartwarming gesture, announced that they would send the little girl 100 litres of custard. Lungisa’s creative talents also caught the attention of Xiaomi South Africa, securing him a sponsorship that included a brand new phone with an “excellent camera” for capturing those special behind-the-scenes moments.
In response to the recent revelation about the alleged lack of compensation, South Africans are rallying together to bring some joy to the family once again.
VW Travel and Tours offered R2,000 “to keep this girl smiling” and pledged to cover all expenses for the family’s overseas trip. Philanthropist Bl Phakathi generously donated R15,000 to ensure that the beautiful girl continues to smile, and The Basil Mabasa Foundation committed R10,000 towards her education.
Many social media users are also pledging their love and support to the family.
In the face of disappointment, South Africans have once again demonstrated their ability to turn challenges into opportunities for unity and generosity. The story of ‘Miss Albany’ serves as a poignant reminder that the spirit of community and compassion can shine brightly, lighting the way forward for those in need.
In times of tragedy, always look for the helpers.
South Africa, YOU are the helpers.