Taste ‘n See
A fundraising campaign for Compassion x Muskathlon Rwanda 2025
The Idea Behind the Campaign
Taste ’n See began with a simple question: how could a personal charity challenge become a shared effort to support children living in poverty? To connect the people around me to the challenge, I felt it was important to also connect them to the country I was running for, Rwanda.
Learning that Rwanda’s largest export is coffee shaped the direction of the project. It led to the idea of creating a coffee brand using specialty coffee from Rwanda as a way to share the vision behind the campaign and support it within my own network.
The campaign strategy
The campaign was built around the idea of making a distant mission feel personal and relevant to everyday life. Instead of asking for donations alone, I created a tangible product. Using specialty coffee from Rwanda to connect people directly to the country and the cause.
The project was approached as a professional brand launch. Visual identity, packaging, and a short campaign video were used to communicate the story clearly and intentionally. Distribution focused on my own network, using platforms such as Instagram and WhatsApp to reach people in a personal and accessible way.
By combining product, storytelling, and social media distribution, the campaign turned a personal challenge into a shared and approachable fundraising effort.
Personal ambition
Alongside the charity goal, this project also carried a personal ambition. I often notice that while the intention behind personal fundraising and volunteer initiatives is strong, the level of professionalism in how these campaigns are presented can sometimes fall short, especially when compared to the way businesses approach fundraising and marketing.
With Taste ’n See, I wanted to challenge myself to approach personal fundraising differently: by creating a tangible product and a marketing approach that felt thoughtful, intentional, and professional.
Key learnings
This project also marked my first opportunity to explore entrepreneurship through a self-initiated creative idea, carrying it from concept to execution. It taught me what it takes to turn an idea into something tangible. Moving from an initial concept to a real, functioning outcome required clarity, structure, and the willingness to make decisions along the way.
I learned how essential the right network is when working toward a specific goal, and how important it is to recognize who you need to involve at different stages of a project. This experience also taught me the importance of clear and open communication when collaborating with multiple stakeholders to work efficiently toward strong results.
I’m grateful to everyone who contributed to this project. From creative collaborators to practical partners, each contribution played an essential role in bringing Taste ’n See to life.
Credits
Concept, Production & Direction
Ruben van ’t Ende
Cinematography, Color Grading & Editing
Karel Epskamp
Branding & Label Design
Merel Ruitenberg
Coffee Roasting
Matt van Maastricht | Bosbrand Koffie