An Overview of TFAW Project Today - CanvasRebel Feature with Jen Amos

Jan 30, 2026

We’re excited to introduce you to the always interesting and insightful Jen Amos. We hope you’ll enjoy our conversation with Jen below.

Hi Jen, thanks for joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

For my first public origin story, I’m thankful to have had my first article, titled “Filipino women sharing and writing their own history,” published by The San Diego Union-Tribune on October 21, 2017, less than a year after starting the TFAW Project.
A lot has changed, yet it has stayed the same since then. So I’m grateful for this opportunity to reflect on my journey with the benefit of hindsight. I’ve shared this story many times in different ways because I find that, with time and experience, I gain a new perspective.
That said, I started the TFAW Project out of a desire to use Facebook Live, which launched around the end of 2016. As a digital marketer, I was really excited about the opportunity to jump on a new social media trend.
I was part of a mastermind that was hosting a 30-Day Video Challenge. They set a challenge for everyone in the group to do a Facebook Live every day. It didn’t matter how long it was. We just had to do it. And so I committed to it, and we were all in a Facebook group to hold each other accountable.
During those 30 days, I wanted to create a brand. I was watching other people in the mastermind use Facebook Live for their existing brands. At that time, I didn’t know what I wanted my brand to be. I still remember, between Christmas and New Year’s in 2016, I started exploring what was out there for Filipino American women. At the moment, I don’t recall why I decided to do that. Maybe someone in the mastermind mentioned starting with yourself—your avatar is you, or a younger version of you, or someone a few steps behind you. I think that’s part of what inspired me. I thought, “Okay, let me start with me. Let me start with me as a Filipino American woman.”
I remember looking online to see what was available to us, and at the time, I didn’t like what I found. I had the opportunity to present my findings in “Why Your Story Matters” on December 2, 2017, at AB Samahan’s High School Conference at San Diego State. I still remember the top three things that appeared in online search results: why Filipino American women weren’t in politics, advice on dating Filipino American women, and mail-order brides from the Philippines.
Then, at the San Diego Public Library, I did a catalog search, only to find that the one book focused on the Filipino American Woman experience was published in 2001, but a story from the 1940s — 70 years ago! Additionally, the author, Dorothy Dore Dowlen, was born in the Philippines to a British father and a Filipina mestiza mother, which I couldn’t relate to.
I started to recognize the opportunity to build a brand around the Filipino American Woman experience. The next catalyst was when I started looking up the available domain names for the keywords “Filipino American woman.”
Then, at the time, a lot of the influencers I knew or followed led their own ‘movements.’ But I decided to go with “Project” because I knew whatever I was about to build would focus on the individual exploring what it means to be a Filipino American woman, rather than an organized group of activists. Specifically, the exploration of being a second-generation woman like me, an American-born woman with immigrant parents, raised in an immigrant household, stepping out into the world as an American. The show and its purpose have grown since then, but it all began with the individual. That’s why “woman” is singular in “The Filipino American Woman Project.” So with Facebook Live sparking the opportunity to explore being a Filipino American woman through a digital medium, it all aligned for me.
As the new year began (the project began in December 2016), I wanted to interview people via Facebook Live. I had a clear description of the type of guest I wanted to interview. I wanted them to be collaborative, charismatic, and generally optimistic about life. They also needed to have a natural curiosity to learn. Those traits mattered because I wanted to interview guests who felt comfortable and joyful to share their stories on a livestream.
During that year, I also found opportunities to speak in public. Looking back, it was an interesting journey of pure exploration—following my curiosity and trying to find a piece of myself in every person’s story. Every person who opened up to me helped me discover more of myself.
All the while, I was in the early months of dating my now-husband and everything that came with it. At the same time I was conducting Facebook Live interviews, my now-husband and I adopted a dog, I moved into his place, and then his father passed away. The rest of the year was pretty crazy.
But not only was the show a time of exploration for me, but it was also grounding. It felt like something to fall back on. TFAW Project centered me. Even with all the personal events in 2017, I could retreat to the show, listening to stories I could find myself in. Yet in hindsight, as grounding as it was, I didn’t really know where I was going with it. I realized later that I had reached a point where it needed to evolve, but I just didn’t know how.
Thankfully, with life circumstances, the show had to go on hiatus. We moved to the East Coast in the summer of 2018. We lived in Richmond, VA, for seven months, then moved to Virginia Beach in early 2019. By the summer of 2019, I was searching for something to ground me again, similar to my Facebook Live interviews.
In our business, I always considered my husband as our “dog and pony” show. He was being invited onto podcasts to talk about our work when one podcaster had a technical issue with their standard recording tools. So they used an alternate recording method. It was that alternative recording tool that fascinated me. I went down a rabbit hole, researched the platform, and realized podcasting was much easier to get started than I thought.
I assumed podcasting meant professional broadcasting, with all the fancy resources and connections. But it was so accessible. I even wrote about this in a future academic paper titled “Pinay Podcasters: Building a Self-Sustaining Community Through Storytelling, Collective Healing & Learning, and Collaboration.” I came to understand the history of podcasting and how it democratized radio. Anyone can start a podcast, for free, and that has not changed. So that’s how I started podcasting.
Just as Facebook Live was a catalyst for the TFAW Project, podcasting was the catalyst for me to revive the show on a different medium. Six years later, we’ve collectively published 300+ episodes on our public and private podcast, and we are completely listener-funded.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

As of summer 2025, the show explores one’s Filipino identity through fictionalized letters. These letters are my creative interpretation of real conversations with anyone who’s ever engaged with me regarding the show.
With all the conversations I’ve had, I use storytelling to convey the deep emotions behind our Filipino community’s most private thoughts. As Parker J. Palmer says, “The human soul doesn’t want to be advised or fixed or saved. It simply wants to be witnessed – to be seen, heard, and companioned exactly as it is.” I hope that these letters make the listener feel seen, heard, and companioned as they are. As a result, I hope these letters spark a mental shift that leads to positive change, however that unfolds for the listener.
If the listener wants to explore their identity more deeply, they can upgrade their subscription to TFAW PenPals, which unlocks written commentary for each letter. The commentaries are a collection of honest conversations and additional insight that inspired each one. Lastly, if the listener wants to go even deeper, they can upgrade to First Readers to unlock audio commentary. First Readers are the first to hear me do a cold read of the draft and share my candid insights and reflections before finalizing the letter. It’s similar to why we used to buy DVDs: to watch special features.
Lastly, if listeners feel compelled to submit their own letters, which they can do so anonymously, they can submit at https://www.tfawletters.com/mailbox
If you’re wondering what’s next for the show, I’m really excited to unveil what’s to come. I have some exciting things planned for 2026, especially for the show’s 10th anniversary! I hope you stick around by subscribing to stay up to date. Simply visit https://www.tfawletters.com/
And of course, if you enjoy the show and see yourself in it, invest in yourself by investing in the show. Visit https://www.tfawletters.com/subscribe

What are you most proud of?

I’d say I’m most proud of myself because of the journey I’ve been on, how I’ve persevered, how I’ve pivoted, and how I’ve maintained the integrity of the show. It has always been about exploring the Filipino American woman identity and my own approach to that. I’m proud of identifying and acting upon what works for me at any given stage of my life, and just being steadfast to the show.
Yes, I once had aspirations of it becoming big one day. Like any content creator or aspiring influencer, I hoped it would become mainstream. But I’ve reached a place in my journey where I’m happy with where I’m at. I’m happy to consider this more of a personal project rather than something that needs to become incredibly big. Maybe it’ll become greater one day, but right now I’m content. I’m proud of my contentment. I’m proud of the pace I’ve adjusted to.
And this is something I often say to my listeners: “I’m never not going to be Filipino. So what’s the rush?” What’s the big deal? I’m right where I need to be. Another thing I’m proud of is my gentle conviction. I say “gentle conviction” for being still and quiet enough to hear the whisper of my inner calling and the direction it has me take, depending on the season of my life. The meaning behind the project has expanded thanks to the amazing community it’s attracted. This show means something different to everyone, which makes it even more important to treat it in a way that remains inclusive. Frankly, that’s not an easy task, but every private message I get reminds me why it’s worth trying.
I’m also proud that this show continues to be a testing ground for me—somewhere I can apply lessons to other aspects of my life. It’s not just identity exploration; it’s professional exploration. The technology I can test here can be applied directly to my other work. Somehow, this platform has become a safe space for me to experiment and try new things. It’s always felt like a safe starting point as a digital marketer.

What do you want your fans to know about you, your brand, and your work?

Part of the reason I’ve gone in the direction of fictionalized letters and pen names is this: you may be someone who is dying to know who these people are—who’s working behind the scenes to make these letters possible. If you are that person, you can upgrade your membership and find out more at https://www.tfawletters.com/subscribe
But for everyone else, the reason these letters are fictionalized—and why the writers use pen names—is because it’s not about who wrote them. It’s about how you see yourself in these letters.
That’s the purpose: to see yourself in the writer’s story and feel connected, understood, and seen. To examine what it means for you to realize, “Oh. I’m not alone. I’m not the only one feeling this. I’m not the only one experiencing this.” These letters are a mirror, an opportunity to examine what this means to you and what you want to do with that self-examination.
These stories are meant to prompt self-awareness and reflection. That’s why the letters are fictionalized: because at the end of the day, it’s you. You are the one in these letters. You are the one embodying them. These are your letters—the words you never knew you needed to say, the feelings you’ve never been able to name, and the solutions you’ve been searching for.
And I’ve said this before, and I’ll say it again: if you don’t see yourself in these letters, submit one. You can submit anonymously at https://www.tfawletters.com/mailbox

How about pivoting – can you share the story of a time you’ve had to pivot?

Looking back, technology was often the catalyst to pivot. As mentioned earlier, the project came about because of Facebook Live. Later, when I went on hiatus, it was revived through podcasting. I first hosted the show on Anchor.fm (now known as Spotify for Creators). When I found myself managing other shows, it made sense to move to Captivate.fm to house them all under one account. Today, the show has moved to Substack.
In the early years of hosting the show, I was paying out of pocket. But then I learned about BuyMeACoffee.com, and to my surprise, our listeners were eager to support the show financially. That sparked the idea that our listeners might also want to connect beyond our newsletters, so we launched a Discord community. Eventually, we wanted to customize our social media platform, so we moved to MightyNetworks.com, also known as TheNewFilipina.com.
Today, the podcast (public and private), our newsletter subscribers (free or paid), and the online community have been consolidated into Substack, otherwise known as TFAWLetters.com.
It’s interesting to think that much of my journey was sparked by a desire to learn new technology. Even now, as I look back at how I moved from one platform to another, before arriving at Substack, at least for now.
And I say ‘for now’ very intentionally, because my mentors often talked about trendy platforms with the disclaimer: “for now.” Facebook is the leading platform for now. Google is the main search engine for now. Because once upon a time, Google wasn’t number one—it was Yahoo. And before that, there were other online platforms like AOL or Netscape. So it’s kind of cool to say that right now, and for now, my home is on Substack.
With every new place I move to, with every new season of my life, I look at the previous seasons differently. I don’t know if I’ve necessarily become wiser, but I do have a different perspective on the past as my life continues to unfold.
So that’s technology pivots. When it comes to community building, I’ve decided to scale back for a couple of reasons.
First, the community-building and community-maintenance aspect became too much for me—especially on top of everything that goes into podcasting as a one-woman band. Of course, I have to give credit to my editor for cutting down editing time. But most of the time, I was solely responsible for post-production and marketing for the show. Community building on top of that was much work. I had to remind myself that exploring my Filipino identity is just one part of who I am—not a full-time job. I have an entire life outside the show.
Thankfully, the show pays for itself through listener support—and still does. As long as it remains listener-funded, I will continue producing it! But maintaining the online community felt like holding a bucket of water with holes in it. It took too much time from the rest of my life. It felt like I could never fill the bucket. Until one day, I realized that I had reached a level of contentment with my community involvement and re-explored what would fulfill me next. I explain this in the opening episode 165: “I can’t go back.” — By Someone Ready for What’s Next.
The last major pivot is changing the show’s format from interviews to fictionalized letters. In short, my podcast listeners favored private, one-on-one conversations over group discussions.
I was stretched thin. My community and my listeners had more fruitful conversations with me privately than publicly, yet I still managed both. It was hard to foster public discussions because people ultimately preferred messaging me privately. I actually thrive on one-on-one conversations, but it still felt important to me—a sense of responsibility—to somehow share their stories publicly.
That’s why I’ve gone the route of fictionalized letters. Like my intro says: these are my creative interpretations of real conversations with you! I get to take the heart of these conversations and use storytelling to hopefully convey to the listener the strong emotions behind our Filipino community’s most private thoughts. I love that. I’m finding that the fictional route was the most empowering one for all of us—sharing our truths without anyone feeling exposed, humiliated, or like they were insulting their family.
It’s also productive because each letter functions as a story, and every story needs a beginning, middle, and end. At the end of each letter, I decided to make it empowering, the way that every conversation I’ve had has been for me. I hope the letters inspire the listener to think differently, reflect differently, and maybe “take up space” differently.
So the fictionalized letters felt like the happy medium: the compromise between what I want from the community and what the community seems to want from me. Since the show took a new direction in summer 2025, it seems to be well-received so far!
What I want to impress upon people who may want to walk in my footsteps—people who want to be a podcaster, content creator, or influencer—is to give yourself grace in this journey. Allow yourself to dream big, but also embrace disappointment. Maybe your hopes won’t materialize the way you imagined. Maybe your big, audacious goals won’t unfold as you planned. And I hope you learn to adjust accordingly as feedback comes in—whether it’s a lot or none. Some feedback or no feedback is feedback. And you have to decide what fulfills you ultimately and hope that your community understands or respects your decision. If they continue to support you, then that’s a blessing. And if not, you’ve done all that you can. All that you can do is more than enough. You can wipe your hands clean, and you can now embrace the next generation of fans with open arms.

How do you keep in touch with clients and foster brand loyalty?

Part of my shift to Substack came from realizing that the show’s highest retention is not through social media. Social media might be how people find us, but it’s our newsletter subscribers where people stay. So my primary focus now is our newsletter. I’m proud of that. I started my business as a social media manager, so that’s how I originally entered the digital marketing space. But now I’ve built a home in my email list. I’m proud of our open rates and podcast downloads, and I feel content staying connected with my listeners through the newsletter, which is available at https://www.tfawletters.com/subscribe
Thanks to Substack, our newsletter gives you everything you need to know about the show at any given time—latest episodes, paid content, upcoming events, even when I’m taking a break for the week. I’ve consolidated everything on Substack so I can focus on creating content and letting people know when it’s published, without needing to use a bunch of different platforms. Everything is in one place now. As a digital marketer, I’m learning that the relationships you nurture will transcend any trendy platform, and people will follow your brand wherever you go if they are loyal to it.
Additionally, the newsletter has fostered email pen pals. These are individuals you may never hear about publicly, but the heart of our conversations inspires our letters.
Outside of TFAW Project, I host a small group at my church. Think of it as a book club for Christians. We’re finishing up the book, Introverts in the Church, by Adam S. McHugh. This book has helped me recognize my God-given gift as an introvert: fostering one-to-one relationships in line with God’s calling. Right now, in the context of this show, I feel that God has led me to where I need to be: Substack as our main platform and fictionalized letters as the show’s format, so I have the time to focus on the small online gatherings and one-to-one interactions that my community seems to enjoy from me.

For the original article, visit: https://canvasrebel.com/meet-jen-amos-2/