When Art and Community Lead the Way

It was early September—about a week after I had witnessed the beauty of the 17th Annual Fandango Fronterizo, an experience that remains a high point of my time in San Diego/Tijuana. For those who haven’t seen it, imagine people gathered with instruments and dancing shoes, lifting the vibration of community through music and shared cultural tradition, with the backdrop of the border wall and a setting sun over the ocean.

Coming off the high of that moment, I returned to the realities of leading a small and scrappy nonprofit—balance sheets, cash flows, grant agreements, and the daily challenge of finding a path forward for Via amidst increasing pressures on the nonprofit sector and the communities we serve. I was only a few weeks into my new role following the transition of my beloved predecessor, and it was time to plan our 50th year campaign.

But how could I design an inspiring campaign amid so much uncertainty? How could I hold that duality and still motivate others to give, to show up, to stay part of this movement we’re building?

First, I had to inspire my own heart.

Growing up in Philadelphia with four brothers and a coach for a father, I was raised on team spirit. So naturally, the answer—at least for a burst of motivation—was Nike.

I spent an afternoon watching Nike’s most iconic campaigns: those one-minute stories that make your heart race and your spirit believe again. By the end, I had a vision in my head: a Via version of a Nike ad—an inspiring short film celebrating 50 years of walking together and inviting our community into the next fifty.

But how does one person bring such a dream to life?

By leaning on the village, of course.

Kaleb Nunez, Somos La Voz percussionist, holding his quijada at Fandango Fronterizo

Kaleb Nunez, Somos La Voz percussionist, holding his quijada at Fandango FronterizoI thought back to something I often say when managing our Somos La Voz program:

“Let the art speak for itself.”

So I called Luis Castillo, Somos La Voz’s Music Director and Son Jarocho teacher—who is also an independent producer and musical genius.“What are the chances you could compose, record, and produce an original 50th anniversary song using the folkloric instruments of Son Jarocho?” I asked. 

No big deal, right?!

Then I called Aida Amador, Via’s Communications and Development Coordinator.“Can you curate our most powerful images and B-roll videos from the past 50 years for a new campaign?”

They both listened to my “wild idea”—and they delivered.

Los Niños walk-a-thon from Los Angeles to Tijuana

The result is a multi-media short film that blends archival images from Via’s 50-year history with an original Son Jarocho composition, woven together with 19 community voices—each sharing a phrase that captures the spirit of Via’s work. The film culminates in a collective invitation from all 19 voices:

Behind the Scenes of 50 Together Production

“Join us in the next 50 years—together.” It might look simple from the outside, but those of us who created it know the heart we poured into every detail—each chord aligned with the words, each image chosen with care.

Keep dreaming with us. Keep building with us.

Stay tuned for the digital release of 50 Together. Molly Porth Cabrera

Executive Director Via International