Context For Me Going Off Script.

For creators who claim to serve community, this is the moment to pause and ask yourself: Are you creating content that acknowledges what your audience is living through right now?

I say this because of the following question I got from one of our founding #SiembraInitiative members.

Thank you for this question… I hope that the answer is in this story I will share.

Back in 2012, I was in one of my most successful eras as a creator. I was the community manager / producer for the biggest Latino event in marketing. I had a dynamic cultural monthly showcase in NYC with a live radio show called Radio Capicu on Blog Talk Radio (RIP). Everything we did was monetized at the time… but then Hurricane Sandy hit New York.

And everything changed overnight.

Our listeners weren’t tuning in for interviews or entertainment… they were distracted . Some were looking for information, connection, and hope.others were looking to help each other and provide assistance.

I had to make a choice. The team met came up with the crazy idea to go live on Blog Talk Radio and leverage our facebook presence to t to help coordinate rescue efforts, share resources, and connect families across the city. This of course created friction with our advertisers since we were not going to be producing the show that they paid to sponsor.I also pushed for them to step up and help, even though at the time, I didn’t have the capacity to figure out exactly what that should look like.

Needless to say, we lost a lot of revenue.
But we gained something priceless…trust.from the audience we were building.

As a collective, we were able to build bridges, recruit volunteers, coordinate efforts and direct people to the aid that they desperately needed. We combined all of our properties, Sofrito For Your Soul, Capicu Culture and all of our social assets to reach as many people as possible.

That moment taught me what real community leadership looks like. I can easily say that it was one of my proudest moments in my career.

It’s easy to show up when times are good, when engagement is high and brand deals are rolling in. These are some of the things taking over my timeline… things like a government shutdown, fear and uncertainty are hitting communities hard. ICE raids have intensified in several cities, leaving many undocumented families terrified to leave their homes, even for groceries or work. At the same time, millions relying on SNAP benefits face delays and reduced assistance because funding is caught in political limbo. This combination — the threat of deportation and food insecurity — is creating a crisis of survival for vulnerable households.

Hardly the time to promote consumerism.

Note: Again… these are just a few things affecting the community I serve… whats happening in your community may look completely different.

Now, understand this… you can still do what you do. Keep creating. Keep sharing. Keep showing up. But make sure your why stays rooted in care. Every post, every campaign, every story you tell should reflect that you see what’s happening around you and you are not going to trade that for sales / promotion.

I’ll be real with you… lately, there are days I don’t post at all. Not because I’m burnt out, but because I know what I planned to share doesn’t serve my community in that moment. Silence can be leadership too. Sometimes the most powerful thing you can say is nothing until you’ve had time to listen and figure out how you can help.

Pivoting doesn’t mean abandoning your goals. It means remembering that your impact is bigger than your metrics. It means showing that your brand has a heart. Use your platform to share verified information, highlight mutual aid funds, and amplify voices that need to be heard right now.

Because being a creator isn’t just about being seen—it’s about helping others feel seen.

Your community doesn’t need constant promotion right now. They need presence.

They need compassion.
They need proof that you’re paying attention.

only you can figure out what that looks like. for your people.

Today, for me… it looks like this post.

So before you post, pause and ask yourself:

When your community hurts, don’t stay on script.
Be the person who pivots with purpose.
That’s how you build something that lasts.

Let’s keep growing mi gente.

We are gonna be alright.

George Torres