Rebeka Ndosi’s dream of equitable access to nature’s wonders in Two Harbors, Minnesota

For many Minnesotans, going “up North” to spend time at a cabin is a cherished tradition. Rebeka Ndosi purchased 40 acres near Two Harbors to create Maji ya Chai, a 501(c)(3) land sanctuary and nature-based healing retreat for Black, Indigenous, and communities of color, who are often systemically deprived of safe access to nature in the U.S. Named after her father's hometown in Tanzania, where her family has cared for the land for generations, the sanctuary's core values are Black land stewardship, healing, connection, and joy. While the project received strong community support, some opponents tried to overturn Rebeka's conditional land use permit, leading her to partner with Field Guide Inc. We recognized the opposition was rooted in racism and reinforced the need for safe spaces where BIPOC individuals can rest, connect, and thrive in nature.

Aligned strategies, artful pitching

Our team engaged in a targeted round of strategic media pitching to share the stories of Rebeka’s dream of increased greenspace access for Black, Indigenous, and communities of color, as well as the opposition to it from some community members in the area. We recognized the necessity of sharing both stories — her vision and outside resistance to it — to emphasize the importance of Rebeka’s work. The pitching timeline was essential because Rebeka was heading to Tanzania for a month just weeks after our initial connection, leaving us with a short timeline to get the necessary information from Rebeka, line up supporters willing to be interviewed, and begin our outreach.

The Outcome

Meaningful coverage and visibility led to community building

We were successful in our pitching efforts and secured three hits in major outlets, such as the Star Tribune and MPR News. This coverage granted Rebeka high-impact platforms and increased her visibility to share her values-driven work on creating a sanctuary for Black, Indigenous, and communities of color. Telling the story of her vision and the support it has in the area was also significant as fundraising efforts are still underway, as Rebeka and her team work to bring Maji ya Chai to fruition in 2025. Additionally, the coverage allowed community members in Two Harbors who are in support of Maji Ya Chai to make their voices known and heard. While the coverage mentioned the opposition, the main focus was on the project itself, and Rebeka’s vision, which was our goal.

Mary and the team at Field Guide Inc. have generously and expertly supported us when we needed the ability to communicate and share our message with the media and a wider audience. Deep listeners, they really get what we are doing and who we are. They are an invaluable communications and PR partner.
Rebeka Ndosi, Keeper of the Vision, Maji ya Chai Land Sanctuary

Maji ya Chai in the news→