Meet the Founder

Pita Samayoa Juarez is a strategic communications leader, filmmaker, and storyteller with more than 10 years of experience helping organizations, campaigns, and movements shape public narratives that inspire action.

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Born in Guatemala and raised in Arizona, Pita's career began in journalism, where she reported on the stories shaping immigrant and Latino communities. But as Arizona became the center of the national immigration debate during the passage of SB 1070, she found herself asking a difficult question: Who gets to tell our stories?

 

Rather than simply documenting history, she chose to help shape it.

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She brought her experience in radio, print journalism, and documentary filmmaking into the advocacy world, helping grassroots organizations, community leaders, and national nonprofits tell their own stories, stories rooted in dignity, resilience, and hope instead of stereotypes and headlines.

Over the last decade, Pita has led communications strategies for some of the country's leading advocacy organizations, including the League of Conservation Voters, LGBTQ+ Victory Fund, Climate Power, and Solar United Neighbors. Her work has helped launch statewide and national campaigns focused on clean energy, environmental justice, democracy, LGBTQ+ equality, immigrant rights, public health, and economic opportunity.

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As a filmmaker and creative strategist, she believes communications should do more than inform—they should connect. Whether producing documentaries, leading media campaigns, or advising elected officials and nonprofit leaders, Pita helps organizations transform complex policy into stories that people understand, remember, and act on.

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In 2022, she was recognized as one of Grist's 50 Fixers for her contributions to climate storytelling through arts and media.