"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, United States, 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% 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.

Content creators from around the world listen during presentations at the General Conference’s Creator Summit in Silver Spring, Maryland.

Photo: George Nelson

Participants pray together during the second day of the Creator Summit on July 21, 2026.

Photo: George Nelson

Content creators share a lighthearted moment before personalizing reusable water bottles with stickers during a collaborative activity at the Creator Summit on July 21, 2026.

Photo: George Nelson

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 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, California, United States, 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.

Jef Nascimento, social media manager of the General Conference’s Communication department encourages content creators to see social media as a mission field during the Creator Summit on July 21, 2026.

Photo: George Nelson

Manuel Arteaga recounts how his grandfather used a Polaroid camera to share God’s love, reminding content creators that lives transformed matter more than viral content.

Photo: George Nelson

Manuel Arteaga, director of the General Conference’s Center for Urban Mission, challenges content creators to embrace digital mission as an essential strategy for reaching the world’s growing cities during the second day of the General Conference’s Creator Summit in Silver Spring, Maryland, July 21, 2026.

Photo: George Nelson

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.

Physician and content creator Nellah Kunzwa encourages creators to prioritize God’s calling over online popularity.

Photo: George Nelson

Archaeologist and communicator Rodrigo Silva encourages creators to use their professions and passions as bridges to the gospel.

Photo: George Nelson

Neuroscientist Rosana Alves explains how trust shapes influence, encouraging creators to build credibility and authentic relationships that point people to Christ.

Photo: George Nelson

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 Berghan, 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.

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.