Beyond Social Media: How Communications Can Catalyze Social Transformation

Abril Juárez, December 2024

As a communications professional in the philanthropic sector, I've learned that our work is far more than copyediting or creating visual materials—it's about building bridges of understanding and amplifying the most passionate and inspirational voices of our time.

In my day-to-day, I often find myself trapped behind a computer feeling disconnected from real social change. Throughout the year, I had the opportunity to join my HIP colleagues as they connected with organizations at various trips, events, and gatherings. Unexpectedly, I found myself repeatedly overwhelmed by feelings of awe and inspiration. It has reaffirmed for me that communication is not a peripheral function, but the very nervous system of social movement.

Each gathering became a masterclass in understanding how narrative shapes reality. In May, I traveled with the Migration and Forced Displacement program to McAllen, Texas, and Reynosa, Tamaulipas, immersing myself in a journey that was more than just a trip—it was an active effort to create spaces where grassroots organizations could directly engage with donors. When Rubén Garza from Voces Unidas spoke about "500-year goals of liberation," I realized that the narrative we would tell would become a tool of resistance, contributing to a larger vision of migrant dignity and rights.

The following month, joining the Gender Equity program's annual meeting, I was immediately struck by the raw power of the feminist movement. Thirty partner organizations gathered with a shared purpose: to share strategies, challenge systemic barriers, and reimagine their relationship with resources. As I listened to women—poets, activists, lawyers—discuss their work, a profound insight emerged: our task was not merely to document their stories, but to help reshape the narrative around their value and contributions.

The conversations held in that gathering were difficult yet transformative. Candidly, they explored how cultural teachings have historically undervalued women's work, pushing them to work tirelessly without fair compensation. We embraced our responsibility to challenge these deeply ingrained perceptions, especially within the philanthropic landscape.

At HIP's annual conference in Chicago in June, I joined the climate justice site visits, an experience that brought environmental injustice into sharp focus. Walking through McKinley Park, a neighborhood in which Latine residents comprise 55 percent of the population, with Alfredo Romo from Neighbors for Environmental Justice, the toxic smell from an asphalt facility  located right in front of the neighborhood’s green area was a stark reminder of environmental racism. The experience spoke volumes about systemic inequalities that demand immediate attention and action.

Later that summer, HIP’s Orgullo y Pride campaign event in Mexico City revealed the incredible resilience of the LGBTQI+ community. Through workshops on fundraising and conversations about intersectional oppression, I witnessed how communication could be a powerful tool for building solidarity and understanding. Each conversation peeled back layers of complex social dynamics, revealing the strength of collective action.

In November, visiting organizations like ARALMA and Vivir Libres in Argentina for the LILAS Fund, I experienced how communication could be a form of healing and advocacy. These organizations showed an extraordinary ability to transform rage into purposeful action, challenging the most deeply entrenched societal wounds.

Getting to know our partner organizations and all the work they do, moved me deeply because they are people who work out of pure conviction, out of a pure sense of justice, who are moved by indignation, who dedicate their time, resources, ideas, and lives to achieving a common good. They do not remain silent.

I felt proud to be part of a team that fosters safe and joyful gatherings where organizations are comfortable speaking openly to donors, making it clear that they are the ones who know the needs and how things must be done. Some of my takeaways from those experiences include: 

• Narrative as Resistance: Communications professionals are not neutral observers. We are co-creators of possibility. By carefully crafting stories that center community expertise, we dismantle traditional power narratives and create space for genuine understanding.
• Amplification is Strategy: When we platform grassroots leaders—whether they're fighting for migrant rights, gender equity, or climate justice—we're doing more than reporting. We're building infrastructure – one that serves as a marker for where we are and more importantly, where we’re going.
• Trust-Based Storytelling: The most powerful communications don't speak for communities—they create safe places for communities to speak for themselves. Our work is about ensuring that our representation honors their complexity.

This year at HIP, I rediscovered the essence of my work and the true meaning of social impact. Each visit, each encounter, and each conversation reaffirmed that transformation occurs thanks to direct commitment, active listening, and profound respect for communities. That we are privileged to work with these living movements, and committed hearts that challenge oppression systems with creativity, love, and determination. 

Perhaps you, by reading these lines, can also reconnect with your purpose. I hope we can see ourselves transforming philanthropy to move beyond donations to build alliances, listen, and learn. I hope we can continue building together.