{"id":216,"date":"2022-10-24T11:01:23","date_gmt":"2022-10-24T16:01:23","guid":{"rendered":"https:\/\/www.metgroup.com.mx\/civilstory\/?page_id=216"},"modified":"2023-03-01T21:54:51","modified_gmt":"2023-03-02T03:54:51","slug":"audience","status":"publish","type":"page","link":"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/","title":{"rendered":"Audience"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"216\" class=\"elementor elementor-216\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6f02ec7f elementor-section-content-middle elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"6f02ec7f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wide\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-71ee06a5\" data-id=\"71ee06a5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-374dc3b elementor-widget elementor-widget-heading\" data-id=\"374dc3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Step two<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ec38b65 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"6ec38b65\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Audience<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dafaa4d elementor-widget elementor-widget-text-editor\" data-id=\"dafaa4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Stories need people to bring them to life and to share them. To make pro-civil society narratives salient, our strategy needs to elevate the voices and actions of people who share our values. Crucially, we also need to make sure that those stories reach people.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4d2c74cf\" data-id=\"4d2c74cf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b695fd7 elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"b695fd7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/#BrandedChannels\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Tactics: Branded channels<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d85bd3e elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"d85bd3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/#ComunidadxElSalvador\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Strategy: Comunidad x El Salvador<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a83b7b5 elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"a83b7b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/#FindAndElevateYourAudience\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">How to: Find and elevate your audience<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4761460 elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"4761460\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/#ToolsAndTips\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Tools &amp; Tips<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6b5be0d elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6b5be0d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-92f8f9c\" data-id=\"92f8f9c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7354bf1 elementor-widget elementor-widget-heading\" data-id=\"7354bf1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Strategy<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30cbe3a elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"30cbe3a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">To change the narrative, you have to be the narrative.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-84aac6c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"84aac6c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-14a2d11\" data-id=\"14a2d11\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fbfc10d elementor-widget elementor-widget-text-editor\" data-id=\"fbfc10d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>While we want to change the minds of people who do not yet agree with us, we also need people to reach that \u201cmiddle ground\u201d for us. Narratives become strong through constant repetition, so an important part of narrative communications strategy is mobilizing the people who share our values to be more vocal and talk about them more.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea42d23 elementor-widget elementor-widget-heading\" data-id=\"ea42d23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">When we lack resources to invest in massive advertising campaigns, we can turn to our strongest resources: people and their passion for core human values like community, empathy and resistance.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-af79908\" data-id=\"af79908\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7ed3fe5 elementor-widget elementor-widget-text-editor\" data-id=\"7ed3fe5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To tell the story of civil society we need to focus on the people who are civil society. This step shows how you can elevate the stories that you want to become the new narrative around civil society, to replace any negative, anti-activist narratives that hinder your work.<\/p><p>This part of the strategy is about how you can engage potential supporters to create stories that feed your narrative, and also to share those stories so that more people see and talk about them. This is how narratives grow. We want people to tell our story\u2014and to be our story.<\/p><p>We want to make civil society something they can get behind and feel a sense of belonging to. For that, they need to see vivid, relatable stories.<\/p><p>We wanted to mobilize Salvadorians who shared our values and were active but not on this issue.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4f463f5 elementor-section-stretched elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4f463f5\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-8cfd365\" data-id=\"8cfd365\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e051fe4 elementor-widget elementor-widget-menu-anchor\" data-id=\"e051fe4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"BrandedChannels\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4c0051 elementor-widget elementor-widget-heading\" data-id=\"e4c0051\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Tactics<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f33c1de elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"f33c1de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Branded channels<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7c8c0f5\" data-id=\"7c8c0f5\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-674bf50 elementor-widget elementor-widget-spacer\" data-id=\"674bf50\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-176694c elementor-section-stretched elementor-section-content-top elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"176694c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-089e874\" data-id=\"089e874\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0d07901 elementor-widget elementor-widget-text-editor\" data-id=\"0d07901\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>How do we get more people to see stories that show civil society at its best? If today we find that stories of conflict and crisis are easier to share and get media coverage for, we need to experiment with new approaches and find ways to make people excited about the stories we want to tell. Another challenge we faced was that it was hard for activists and civil society groups to speak out about the threats they faced, because it might make them a direct target for repression.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c5c24dc\" data-id=\"c5c24dc\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-c9c2f24 elementor-section-height-min-height elementor-section-boxed elementor-section-height-default\" data-id=\"c9c2f24\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-efa8ff2\" data-id=\"efa8ff2\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f87137 elementor-widget elementor-widget-text-editor\" data-id=\"9f87137\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To get around these twin challenges of reach and threats, we wanted to create and grow a brand new channel that would work solely on behalf of the civil society story. It would focus solely on telling the story of civil society described by activists in our workshops and documented by our storytelling partners. It would also take the pressure for telling this story off the shoulders of activists, but be there to promote them and their messages when they need their voice heard. It would also be a platform to test what kinds of stories work best with different audiences, and then run advertisements to reach those audiences in larger numbers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-41a41e4 elementor-section-stretched elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"41a41e4\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b953ee9\" data-id=\"b953ee9\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0bbe5f6 elementor-widget elementor-widget-menu-anchor\" data-id=\"0bbe5f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"ComunidadxElSalvador\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d4f39f elementor-widget elementor-widget-heading\" data-id=\"1d4f39f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Strategy<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b76fb69 elementor-widget elementor-widget-heading\" data-id=\"b76fb69\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Comunidad x  El Salvador<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e2907c elementor-widget elementor-widget-text-editor\" data-id=\"0e2907c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 300;\">We wanted to build a brand that would speak directly to potential supporters of civil society. The brand would exist solely as a social media platform: a place to get the stories out there\u2014that basic first step of narrative work. If the stories that make up our narrative are not out there, then it will never be something people think or know. Our message will never become \u201ccommon sense.\u201d\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">We built the brand around the ideas expressed by activists in workshops, naming the channel \u201cComunidad x El Salvador.\u201d Drawing on the way activists talked about what civil society meant to them, we used bright, hopeful colors and people-centered imagery.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-881d53b\" data-id=\"881d53b\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b3730b elementor-widget elementor-widget-image-gallery\" data-id=\"1b3730b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-1' class='gallery galleryid-216 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"1b3730b\" data-elementor-lightbox-title=\"Facebook\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjMzNywidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjJcLzEyXC9GYWNlYm9vay0yLmpwZyIsInNsaWRlc2hvdyI6IjFiMzczMGIifQ%3D%3D\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2.jpg'><img fetchpriority=\"high\" decoding=\"async\" width=\"1870\" height=\"1696\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2.jpg 1870w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2-300x272.jpg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2-1024x929.jpg 1024w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2-768x697.jpg 768w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Facebook-2-1536x1393.jpg 1536w\" sizes=\"(max-width: 1870px) 100vw, 1870px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-32b887b elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"32b887b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c96e48\" data-id=\"8c96e48\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e53c08b elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"e53c08b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How we targeted a pro-civil society audience<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-30c59e6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"30c59e6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-940c89e\" data-id=\"940c89e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e5992a elementor-widget elementor-widget-text-editor\" data-id=\"4e5992a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We began with the most straightforward audience challenge: how to find the most effective way to excite the people who share our values but are not actively supporting the cause of civil society? This is a far bigger group than you might think: Very often, people who are part of civil society have never even heard the term! Remember, for our goal of making our narrative more salient, our search is for the people most likely to share our stories.<\/p><p>To find our target audience we started with analyzing public opinion surveys created by Instituto Universitario de Opini\u00f3n P\u00fablica and the people who engaged most with Alharaca stories: women 25-34 in urban areas like the capital city San Salvador. We then deepened our profile by identifying basic affinities: other things that our audience might like. This allows us to target advertisements to this audience segment on Facebook.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-932bdea\" data-id=\"932bdea\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25a6c7f elementor-widget elementor-widget-text-editor\" data-id=\"25a6c7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Here are some of the affinities we used to create a persona to test with: organizations (e.g., Amnesty International), political positions (like progressive politics), political figures (like Michelle Obama), newspapers and magazines (like The Guardian), cultural figures including musicians or artists (like Ai Weiwei).<\/p><p>For example, we built our audience persona using the following affinities: feminist philosophy, social issues, international humanitarian law, social movements, Natalia Lafourcade, activism, the United Nations, Florence and the Machine, the Beatles, bossa nova, Kendrick Lamar, social change, pop rock and human rights.<\/p><p>To get started quickly with Facebook ads, you could use these affinities as a base too, perhaps adding figures, media and organizations relevant in your part of the world.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-1654572 elementor-widget elementor-widget-accordion\" data-id=\"1654572\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2341\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-2341\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">How we got our brand channel started<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2341\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-2341\"><ul><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Build brand around the words and imagery used by activists in your messaging workshop, using the colors of the Salvadorian flag for the logo and design.<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Create a Facebook and Instagram channel (others depending on your audience and country).<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Start posting some organic content so that your channel is alive.<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Create an audience persona on Facebook Business Manager.<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Start running A\/B tests\u2014see below.<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">After a month of building up the channel, share the channel with your networks asking them to engage and promote.\u00a0<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\"><strong>Tip!<\/strong> Sometimes overtly political Facebook ads get taken down. This is where more values-based content has an advantage because it gets our message across without being seen as political, both by the algorithm and by apolitical audiences!<\/span><\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2342\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-2342\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Building your brand<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2342\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-2342\"><p><span style=\"font-weight: 300;\">The best way to build your narrative brand is to co-create it with your narrative leaders, drawing on the imagery they come up with for your logo and look and feel.<\/span><\/p><p><span style=\"font-weight: 300;\">You can then start running A\/B tests to test every aspect of the brand: colors, logo, words, slogans, etc. These results might vary depending on the audiences and context of the ads. We are sharing them to illustrate how you can test and refine every aspect of your content to maximize its effectiveness. This is how we \u201cmake popular what needs to be said\u201d and get people to engage with our stories.\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">Some of the simple ways you can refine your brand:<\/span><\/p><ul><li style=\"font-weight: 300;\" aria-checked=\"false\" aria-level=\"1\"><span style=\"font-weight: 300;\">Logos \/ icons \u2013 we found that having the \u201cscales of justice\u201d worked better than not having them in rule of law messages.<\/span><\/li><li style=\"font-weight: 300;\" aria-checked=\"false\" aria-level=\"1\"><span style=\"font-weight: 300;\">Basic post structure \u2013 we found our posts worked better when we started them with a general values message about civil society, and then told the actual story in the picture or link.<\/span><\/li><li style=\"font-weight: 300;\" aria-checked=\"false\" aria-level=\"1\"><span style=\"font-weight: 300;\">Basic wording \u2013 we were surprised to learn that actually saying \u201ccivil society\u201d tended to work better than using less jargon-y synonyms like \u201ccommunity groups.\u201d<\/span><\/li><\/ul><p><b>Tip!<\/b><span style=\"font-weight: 300;\"> Throughout your workshops and campaign, keep a shared logbook of things you want to test. For example, if people disagree about a hashtag or you fear an image will not make sense\u2014don\u2019t argue with colleagues about it: Test it!<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9a77240 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9a77240\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-79ce79c\" data-id=\"79ce79c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5fb43b7 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5fb43b7\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-34a6802\" data-id=\"34a6802\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b5dae6 elementor-widget elementor-widget-heading\" data-id=\"5b5dae6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">What metaphor best explains the law?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a54da70 elementor-widget elementor-widget-text-editor\" data-id=\"a54da70\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Judges as referees who keep our families well and safe vs. who fight corruption and impunity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-2b46e25\" data-id=\"2b46e25\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4da7eee elementor-widget elementor-widget-image-gallery\" data-id=\"4da7eee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-2' class='gallery galleryid-216 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"4da7eee\" data-elementor-lightbox-title=\"AB Testing: Judges\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI0MiwidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjJcLzEyXC9BQl9KdWRnZXMtc2NhbGVkLmpwZyIsInNsaWRlc2hvdyI6IjRkYTdlZWUifQ%3D%3D\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-scaled.jpg'><img decoding=\"async\" width=\"2560\" height=\"1221\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-scaled.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-scaled.jpg 2560w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-300x143.jpg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-1024x488.jpg 1024w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-768x366.jpg 768w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-1536x733.jpg 1536w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/AB_Judges-2048x977.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7094815 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7094815\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e324fee\" data-id=\"e324fee\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6eab17f elementor-widget elementor-widget-menu-anchor\" data-id=\"6eab17f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"FindAndElevateYourAudience\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cab4628 elementor-widget elementor-widget-heading\" data-id=\"cab4628\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">How to<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72f8d5a elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"72f8d5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Find, understand, reach and elevate your audience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9268885 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9268885\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-daedc87\" data-id=\"daedc87\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-24b8ced elementor-widget elementor-widget-text-editor\" data-id=\"24b8ced\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tThe base \u2013 we are looking for the people most likely to share our stories and messages to other people for us. When we are starting out, we want to find the most likely way to get our story out there and build up some familiarity before really pushing toward changing the minds of more \u201cmiddle ground\u201d audiences.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-808e0cf elementor-widget elementor-widget-accordion\" data-id=\"808e0cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1341\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-1341\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Workshop<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1341\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-1341\"><p>The starting point is in your messaging workshop with your movement and partners. When you carry out your Instagram story exercise, the people in the story are already one target audience. They are the people you need to bring your story to life. In your workshop, take some time to think more about who that audience is. Draw them and think about their interests, their values, their hopes and aspirations. You can use this <a href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/audience-segment\/\">worksheet<\/a>.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1342\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-1342\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Affinities<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1342\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-1342\"><p><span style=\"font-weight: 300;\">In social media terms, affinities are the shared interests of groups of people. Quite simply, we want to know what other things people who care about social media are interested in. If we know this, we can reach them with social media advertising. But we can also find new ways to get them thinking about our core values without talking in an overtly political way: in other words, through cultural interests.<\/span><\/p><p><span style=\"font-weight: 300;\">For example, fans of the reality TV show <\/span><a href=\"https:\/\/www.forbes.com\/sites\/robsalkowitz\/2017\/01\/17\/trumps-20-million-twitter-followers-get-smaller-under-the-microscope\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Duck Hunters<\/span><\/a><span style=\"font-weight: 300;\"> are highly likely to be supporters of the politician Donald Trump. If you want to find out what the affinities of your potential supporters are you can find them from the <\/span><a href=\"https:\/\/interestexplorer.io\/facebook-audience-insights-guide\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">affinity scores<\/span><\/a><span style=\"font-weight: 300;\"> of the Facebook pages of organizations in your network. If you already have access to supporters, you could also send them a survey asking them about some of your core values and then also ask about some of their other interests and hobbies.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1343\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-1343\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Social listening<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1343\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-1343\"><p>Social listening traces the tone, content and volume of conversations that are taking place on social media. You can use them to measure the salience of narratives, find ways to grow them and then measure whether the conversation has shifted after your intervention. It is a crucial tool for understanding your supporters and audiences. For example, you can analyze the conversations around civil society. Let\u2019s say 10% of the conversations involve people saying positive things about activism. You want to grow that. Social listening now has given you a baseline to track, but it also shows you who the people are contributing to that 10% of conversation and what kind of positive things they are saying.<\/p><p>Alternatively, you can see if your narrative is already out there in conversations. Crucially, you can \u201ctrain\u201d your social listening tool to recognize certain phrases or expressions in order to recognize your narrative in daily speech. Or you can start with your target audience and see what they are talking about today.<\/p><p>Usually you need an agency to help you, but it is important to give them a clear brief: You do not just want an analysis of scale and engagement.<\/p><p>You want to know:<\/p><ul><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">What are the narratives around civil society and related topics?\u00a0<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Is the narrative you want to promote already present?\u00a0<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">If so, what kind of stories and messages make up that narrative? And who are the people involved in the conversation? Those are stories, messages and people you can focus on.<\/span><\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1344\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-1344\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Research<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1344\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-1344\"><p><span style=\"font-weight: 300;\">This toolkit is focused on communications because there is already an extremely rich body of work on narrative and audience research. We will just summarize some of the tools you can use:<\/span><b><\/b><\/p><ul><li style=\"list-style-type: none;\"><ul><li aria-level=\"1\">President Bukele\u2019s discourse analysis.<\/li><\/ul><\/li><\/ul><p><a href=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-2322 size-full\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1.jpg\" alt=\"\" width=\"2182\" height=\"1352\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1.jpg 2182w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1-300x186.jpg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1-1024x634.jpg 1024w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1-768x476.jpg 768w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1-1536x952.jpg 1536w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2022\/12\/Research-1-2048x1269.jpg 2048w\" sizes=\"(max-width: 2182px) 100vw, 2182px\" \/><\/a><\/p><ul><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Surveys are the basic form of understanding the scale of support and agreement for basic ideas. Online surveys are an increasingly cheap and accessible way to gauge support for basic propositions.<\/span><\/li><li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Focus groups are a great way of gaining a deeper understanding of how people think about your issues and how they respond to your messages and stories. Do not leave focus groups to politicians: Even if you lack resources you can convene informal focus groups among your circles of supporters and acquaintances\u2014get together and show them your content and ask them questions.<\/span><\/li><li aria-level=\"1\"><span style=\"font-weight: 300;\">Sensing is a movement-centered approach to understanding your audiences that involves field research that can be carried out by grassroots campaigners. You can find out more about sensing from MobLab<\/span> <a href=\"https:\/\/mobilisationlab.org\/wp-content\/uploads\/2019\/03\/CA-sense-final.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">here<\/span><\/a><span style=\"font-weight: 300;\"> and worksheets <\/span><a href=\"https:\/\/commonslibrary.org\/campaign-accelerator-toolkit\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">here<\/span><\/a><span style=\"font-weight: 300;\">.<\/span><\/li><\/ul><p><span style=\"font-weight: 300;\">If you cannot afford to hire research agencies for this work, you could try reaching out to universities, social science departments or other academic bodies who might also be interested in carrying out research as part of their ongoing work.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1345\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-1345\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Targeted ads<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1345\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-1345\"><p><span style=\"font-weight: 300;\">Targeted social media advertising allows you to reach very specific audiences with tailored versions of your messages and stories.\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">As described above, you can use them to test and refine your storytelling for different audiences.\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">If you use this approach, the costs of advertising can be very low, especially in the Global South. Our Facebook advertising costs in El Salvador were high when we posted our very first ads but quickly declined once we started refining our posts based on what worked, to the point where they cost less than 10% of what similar ads would have cost in the United States.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1346\" class=\"elementor-tab-title\" data-tab=\"6\" role=\"button\" aria-controls=\"elementor-tab-content-1346\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Micro-influencers<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1346\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"6\" role=\"region\" aria-labelledby=\"elementor-tab-title-1346\"><p><span style=\"font-weight: 300;\">You have probably heard of Instagram influencers: ordinary people who are paid to promote commercial brands. There are young people who make a living by being an online figure who influences the choices of other people. Since we in civil society are also in the business of (political) influencing, this is a trend that we cannot ignore.\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">What this means in practice is identifying individuals who have a small but loyal following: People trust them and follow their lead. Since people are more likely to believe messages from people they trust, finding political \u201cmicro-influencers\u201d who can share stories and lead by example can be a powerful way to spread narratives.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1347\" class=\"elementor-tab-title\" data-tab=\"7\" role=\"button\" aria-controls=\"elementor-tab-content-1347\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Narrative organizing<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1347\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"7\" role=\"region\" aria-labelledby=\"elementor-tab-title-1347\"><p><span style=\"font-weight: 300;\">We need people to create the stories that feed our narratives. And when those stories happen, we need people to talk about them. The most basic step we can do to make this happen is to make sure that the people in our movements and communities are part of this work.\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">Often, our activists take the lead from our organizations and believe that our work is all about protesting and criticizing governments. Meanwhile, they are taking part in community work that is the reality of civil society without actually telling the story of that work.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">Narrative organizing involves making sure everyone is on board with the strategy: They are on the lookout for stories that reinforce our narrative. You can achieve this with simple tools like a cheat sheet you can circulate among your members and activists to encourage them to come forward and share stories about local acts of solidarity in the community.\u00a0<\/span><\/p><p><span style=\"font-weight: 300;\">You can also produce a creative brief where you outline your values and vision to inspire creatives who might want to support your work in their own way. <\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1e69340 elementor-section-content-middle elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"1e69340\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wide\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6a75bcc\" data-id=\"6a75bcc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a5aa197 elementor-widget elementor-widget-menu-anchor\" data-id=\"a5aa197\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"ToolsAndTips\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-168308c elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"168308c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Tools &amp; tips<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03e908f elementor-widget elementor-widget-text-editor\" data-id=\"03e908f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 300;\">Learn more about the tools that you can use:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4c93f0b\" data-id=\"4c93f0b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5c11139 elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"5c11139\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/audience\/audience-segment\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Audience segment<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c5022a elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"4c5022a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/message\/strategic-communications-in-three-steps\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Strategic communications in three steps<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af9845f elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"af9845f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-buzz-out\" href=\"https:\/\/www.metgroup.com.mx\/civilstory\/en\/tools-tips\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Tools &amp; tips section<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Step two Audience Stories need people to bring them to life and to share them. To make pro-civil society narratives salient, our strategy needs to elevate the voices and actions of people who share our values. Crucially, we also need to make sure that those stories reach people. Tactics: Branded channels Strategy: Comunidad x El [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-216","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/pages\/216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/comments?post=216"}],"version-history":[{"count":0,"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/pages\/216\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/media?parent=216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}