Every year, students at the Johan Cruyff Academy climb the Alpe d'Huez for KiKa, a foundation that fights childhood cancer. I'm one of those students. And when our class needed campaign materials for Cycling4Life, I built everything from scratch.

Five pieces of communication. One brand system. Consistent across every touchpoint: sponsor emails, slogans, a social media campaign, a press release.

Everything written in Dutch. The target audience was Dutch sponsors, local businesses and the public, so the language had to match. No translations, no compromises.

The best slogan we came up with: "Elke trap is een klap op kinderkanker." Every pedal stroke is a blow against childhood cancer.

This wasn't a paid project. It was a choice.

Design can serve more than business. Sometimes it serves kids who deserve to grow up.