Creator Summit Calls Digital Mission Essential to Reaching the World’s Cities

Speakers challenge content creators to value faithful witness over popularity while equipping for digital mission.

July 21, 2026 | Silver Spring, Maryland, United States | Libna Stevens for Adventist News Network

“Digital mission is a non-negotiable if we want to reach the cities,” said Manuel Arteaga, director of the General Conference’s Center for Urban Mission, challenging creators gathered in Silver Spring, Maryland, to recognize the digital landscape as one of today’s most vital mission fields.

Beginning with the story of an evangelist who once looked across a city’s skyline and declared, “I hate the city,” Arteaga acknowledged that many Christians have long held an uneasy relationship with urban centers. Yet Scripture tells a different story, he said. Jesus intentionally turned His face toward Jerusalem during the final phase of His ministry, and Ellen G. White, a co-founder of the Seventh-day Adventist Church, also urged the church to prioritize work in the cities.

Today, more than half of the world’s population lives in urban areas, with that figure expected to approach 70 percent by 2050. The church must also “turn our face to the city,” he said.

The mission field has fundamentally changed, Arteaga said. Rather than crossing oceans to reach distant nations, today’s missionaries often find the nations living in their own cities and neighborhoods. Yet while society has rapidly urbanized, he cautioned, the church’s methods have not always kept pace.

“The world is changing faster than our methods,” he said, warning that Adventists risk becoming “missionaries to yesterday” if they fail to embrace digital mission as an essential part of reaching today’s cities.

Reimagining Mission for the Digital City

Calling digital platforms “the new Roman road of the 21st century,” Arteaga said ideas, stories, and the gospel now travel across cultures and communities through digital spaces.

Turning from strategy to personal calling during the second day of the General Conference’s (GC) Creator Summit on July 21, Arteaga challenged content creators, influencers, and social media managers to value faithfulness over online popularity.

“God didn’t call us to be influencers. God called us to be witnesses,” he said. “We carry a message, not a brand. Our mission is not to build our name, but to make His name known.”

He concluded with the story of his grandfather, a Mexican immigrant who carried a Polaroid camera through the streets of Los Angeles, photographing strangers and handing each one a picture with the words, “God loves you.” The simple gesture, Arteaga said, is a reminder that the gospel’s greatest impact is not measured by followers or viral posts, but by lives touched through faithful witness.

Arteaga’s appeal to pursue faithfulness over popularity echoed an earlier message from physician and content creator Nellah Kunzwa, who encouraged participants not to define their ministry by follower counts or online success, but by the unique purpose God has given them.

Drawing from 1 Corinthians 12, she reminded attendees that every creator has a unique role in God’s mission because each has been entrusted with different gifts. “No algorithm, no hook, no viral video can compete with the Holy Spirit,” Kunzwa said, encouraging creators to rely on God’s guidance rather than digital trends.

Faithfulness Over Influence

Brazilian archaeologist and communicator Rodrigo Silva described how a ministry that began with archaeology has expanded into television, podcasts, and social media, reaching more than eight million followers across digital platforms.

Even with that global reach, Silva reminded participants that “influence is not about numbers; it’s about faithfulness to God and to His mission,” encouraging creators to use their professions and personal passions as bridges to the gospel while remaining firmly grounded in their Adventist identity. He illustrated the principle by sharing stories of individuals whose lives were transformed after encountering the Adventist message through his digital ministry.

Neuroscientist Rosana Alves approached the conversation from the perspective of science, encouraging creators to view their professions as languages through which God can reach people who may never enter a church.

Using insights from neuroscience, she explained that trust precedes influence because people evaluate the messenger before embracing the message.

“Our first mission may not be to win an argument,” Alves said. “Our first mission is to become trustworthy.” For Alves, science provides the bridge, trust invites people to cross it, and Christ remains the destination.

Turning Ideas into Action

The conversation continued through practical discussions on digital ministry. During an interview moderated by General Conference Communication Director Alyssa Truman, content creator and digital engagement strategist Jochy Jamel encouraged participants to keep learning as platforms evolve, prioritize authentic storytelling over perfection, and intentionally build relationships that lead people from online conversations to local church communities.

Hope Channel International administrators also invited independent Adventist creators to become associate members of its global media network. Sam Neves and Robbie Bergen, vice presidents of Hope Channel said the initiative seeks to unite creators with the church’s worldwide media ministry in pursuit of reaching one billion people with the gospel by 2030 while preserving each creator’s unique voice and mission.

Participants also collaborated on communication strategies for the upcoming OneVoice27 initiative, refining ideas and exploring ways to translate global themes into meaningful, locally relevant digital content through collaboration and prayer.

Reinforcing that mission-focused approach, Jef Nascimento, social media manager of the GC communication department encouraged participants to see social media as a mission field rather than simply a communication tool. He explained that the church’s global digital strategy is designed to help people know God, understand the Bible, or become familiar with the Adventist Church.

Nascimento also reminded creators that success is measured not by views or followers but by transformed lives. “A human response changes everything,” he said, emphasizing that personal engagement through prayer, biblical conversations, and genuine relationships remains at the heart of digital mission.

With the Creator Summit continuing through July 23, participants will build on the week’s discussions through additional workshops, networking opportunities, and collaborative planning, organizers said. Upcoming sessions will focus on practical storytelling, audience engagement, and equipping more church members to become digital creators for mission.