{"id":3663,"date":"2023-03-01T21:59:38","date_gmt":"2023-03-02T03:59:38","guid":{"rendered":"https:\/\/www.metgroup.com.mx\/civilstory\/?page_id=3663"},"modified":"2023-03-01T23:47:32","modified_gmt":"2023-03-02T05:47:32","slug":"mensaje","status":"publish","type":"page","link":"https:\/\/www.metgroup.com.mx\/civilstory\/es\/mensaje\/","title":{"rendered":"Mensaje"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3663\" class=\"elementor elementor-3663\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1ea44dd elementor-section-content-middle elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"1ea44dd\" 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-fd93a44\" data-id=\"fd93a44\" 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-e086679 elementor-widget elementor-widget-heading\" data-id=\"e086679\" 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\">Primer paso<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-355caba elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"355caba\" 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\">Mensaje<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c20160 elementor-widget elementor-widget-text-editor\" data-id=\"2c20160\" 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\tEl cambio de narrativa empieza por identificar las ideas que queremos que la gente conozca sobre la sociedad civil. Tenemos que repetir constantemente esas ideas para que se conviertan en &#8220;sentido com\u00fan&#8221; ampliamente compartido en la sociedad.\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-0c585c9\" data-id=\"0c585c9\" 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-fea699e elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"fea699e\" 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\/es\/mensaje\/#EncontrarElMensaje\">\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\">Encontrar el mensaje<\/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-a10d0ae elementor-widget elementor-widget-spacer\" data-id=\"a10d0ae\" 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<div class=\"elementor-element elementor-element-d246eaa elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"d246eaa\" 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\/es\/mensaje\/#PruebasDeMensajes\">\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\">Pruebas de mensajes<\/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-ada2bfa elementor-widget elementor-widget-spacer\" data-id=\"ada2bfa\" 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<div class=\"elementor-element elementor-element-668b6af elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"668b6af\" 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\/es\/mensaje\/#HerramientasyConsejos\">\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\">Herramientas y consejos<\/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-2f55bfe elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2f55bfe\" 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-67c50df\" data-id=\"67c50df\" 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-ca004f0 elementor-widget elementor-widget-heading\" data-id=\"ca004f0\" 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\">Estrategia<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-74438fb elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"74438fb\" 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\">Valores de la sociedad civil<\/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-b4d88e1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b4d88e1\" 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-33 elementor-inner-column elementor-element elementor-element-1612cba\" data-id=\"1612cba\" 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-8546172 premium-testimonial__skin1 elementor-widget elementor-widget-premium-addon-testimonials\" data-id=\"8546172\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;skin&quot;:&quot;skin1&quot;,&quot;img_position&quot;:&quot;relative&quot;,&quot;arrows_lq_effect&quot;:&quot;none&quot;}\" data-widget_type=\"premium-addon-testimonials.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t\t\n\t\t<div class=\"premium-testimonial-box\">\n\n\t\t\t\n\t\t\t\t<div class=\"premium-testimonial-container\">\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-testimonial-upper-quote\">\n\t\t\t\t\t\t\t<svg  class=\"premium-testimonial-quote\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" width=\"48\" height=\"37\" viewBox=\"0 0 48 37\"><path d=\"m37,37c6.07,0,11-4.93,11-11s-4.93-11-11-11c-.32,0-.63.02-.94.05.54-4.81,2.18-9.43,4.79-13.52.19-.31.2-.7.03-1.01-.18-.32-.51-.52-.88-.52h-2c-.27,0-.54.11-.73.31-5.14,5.41-11.27,14.26-11.27,25.69,0,6.07,4.93,10.99,11,11h0Zm-26,0c6.07,0,11-4.93,11-11s-4.93-11-11-11c-.32,0-.63.02-.94.05.54-4.81,2.18-9.43,4.79-13.52.19-.31.2-.7.03-1.01-.18-.32-.51-.52-.87-.52h-2c-.27,0-.54.11-.73.31C6.13,5.72,0,14.57,0,26c0,6.07,4.93,10.99,11,11h0Zm0,0\"\/><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"premium-testimonial-content-wrapper\">\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"premium-testimonial-text-wrapper\">\n\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t<h5>\u201cUn buen mensaje no consiste en decir lo que es popular. Se trata de hacer popular lo que hay que decir.\u201d<\/h5>\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t<div class=\"premium-testimonial-author-info\">\n\t\t\t\t\t\t\t\t<p class=\"premium-testimonial-person-name\">\n\t\t\t\t\t\t\t\t\t<span >\n\t\t\t\t\t\t\t\t\t\t\u2014Anat Shenker-Osorio\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/p>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-testimonial-lower-quote\">\n\t\t\t\t\t\t\t<svg  class=\"premium-testimonial-quote\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" width=\"48\" height=\"37\" viewBox=\"0 0 48 37\"><path d=\"m37,37c6.07,0,11-4.93,11-11s-4.93-11-11-11c-.32,0-.63.02-.94.05.54-4.81,2.18-9.43,4.79-13.52.19-.31.2-.7.03-1.01-.18-.32-.51-.52-.88-.52h-2c-.27,0-.54.11-.73.31-5.14,5.41-11.27,14.26-11.27,25.69,0,6.07,4.93,10.99,11,11h0Zm-26,0c6.07,0,11-4.93,11-11s-4.93-11-11-11c-.32,0-.63.02-.94.05.54-4.81,2.18-9.43,4.79-13.52.19-.31.2-.7.03-1.01-.18-.32-.51-.52-.87-.52h-2c-.27,0-.54.11-.73.31C6.13,5.72,0,14.57,0,26c0,6.07,4.93,10.99,11,11h0Zm0,0\"\/><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\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<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-7dc5d6e\" data-id=\"7dc5d6e\" 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-8034bcd elementor-widget elementor-widget-text-editor\" data-id=\"8034bcd\" 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>Tenemos que ser capaces de transmitir ideas sencillas y comunes que la gente acepte, recuerde y repita, porque &#8220;tienen sentido&#8221;. Una vez articuladas esas ideas, podemos averiguar cu\u00e1les son las mejores palabras, im\u00e1genes e historias para hac\u00e9rselas llegar a la gente.<\/p><p>Para ello, tenemos que contar una historia sencilla sobre qu\u00e9 es la sociedad civil, c\u00f3mo funciona y porqu\u00e9 es importante. Tenemos que hablar de los valores que motivan a las personas de la sociedad civil organizada y de su visi\u00f3n de futuro. Utilizar mensajes sobre valores significa emplear menos lenguaje pol\u00edtico y hablar m\u00e1s de ideas de fondo. As\u00ed es m\u00e1s f\u00e1cil conectar con la gente en t\u00e9rminos que les resulten comprensibles.<\/p><p>Si la gente cree <em><strong>firmemente en valores como la comunidad y la empat\u00eda<\/strong><\/em>, es m\u00e1s probable que participe activamente en la sociedad civil y la apoye.<\/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-c5f2fd4 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c5f2fd4\" 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-1bed7fb\" data-id=\"1bed7fb\" 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-73643fa elementor-widget elementor-widget-menu-anchor\" data-id=\"73643fa\" 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=\"EncontrarElMensaje\"><\/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-6bbb343 elementor-widget elementor-widget-heading\" data-id=\"6bbb343\" 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\">C\u00f3mo hacerlo<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a28924 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"2a28924\" 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\">Encontrar tu visi\u00f3n del mundo<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f8d990f elementor-widget elementor-widget-text-editor\" data-id=\"f8d990f\" 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>Si quieres desarrollar tu mensaje, lo mejor es empezar por articular tus valores. Esto es mucho m\u00e1s que identificar unos cuantos conceptos. Es la comprensi\u00f3n b\u00e1sica que tienes sobre c\u00f3mo funciona el mundo, que explica por qu\u00e9 quieres el cambio por el que trabajas. Para encontrarlo, piensa en lo que te motiva para hacer tu trabajo y por qu\u00e9 crees que tu enfoque es el correcto. Estas ideas deben ser muy sencillas, as\u00ed que tienes que ponerte a prueba para plasmarlas de la forma m\u00e1s simple posible. Imagina que un ni\u00f1o te pregunta constantemente &#8220;\u00bfPor qu\u00e9?&#8221;.<\/p><p>Es a\u00fan mejor hacer este proceso en un taller junto con tus colegas, personas aliadas, y las comunidades con las que colaboras. All\u00ed puedes identificar los valores importantes para cada persona en espec\u00edfico, los valores que unen a la gente como grupo y los valores que son especialmente importantes en el momento actual al que se enfrentan. En la intersecci\u00f3n de estos valores podr\u00e1n encontrar su mensaje clave.<\/p><p>Los talleres para identificar o construir su narrativa, deben reunir a una amplia coalici\u00f3n. Cuando trabajes con tus aliados y aliadas para promover los valores que todos comparten, no es necesario que todas las personas utilicen los mismos esl\u00f3ganes y hashtags.<\/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-5d1831a\" data-id=\"5d1831a\" 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-587c8db elementor-section-height-min-height elementor-section-boxed elementor-section-height-default\" data-id=\"587c8db\" 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-7e4cd06\" data-id=\"7e4cd06\" 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-e295b78 elementor-widget elementor-widget-spacer\" data-id=\"e295b78\" 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<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-2a934b6\" data-id=\"2a934b6\" 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-4b2b110 elementor-widget elementor-widget-heading\" data-id=\"4b2b110\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Intenta articular la l\u00f3gica basada en valores que sustenta tu trabajo. Esta es tu visi\u00f3n del mundo: la forma en que percibes el mundo.<\/h5>\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-inner-section elementor-element elementor-element-0774a54 elementor-section-height-min-height elementor-section-boxed elementor-section-height-default\" data-id=\"0774a54\" 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-a613b3f\" data-id=\"a613b3f\" 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-1e1ca57 elementor-widget elementor-widget-heading\" data-id=\"1e1ca57\" 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\">Una vez que hayas articulado tu visi\u00f3n del mundo, puedes construir tu estrategia de comunicaci\u00f3n en torno a ella.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79de12c premium-type-column elementor-widget elementor-widget-premium-icon-list\" data-id=\"79de12c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;premium_icon_list_animation&quot;:&quot;fadeIn&quot;,&quot;premium_icon_list_animation_delay&quot;:0,&quot;rbadges_repeater&quot;:[]}\" data-widget_type=\"premium-icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<ul class=\"premium-bullet-list-box\" data-list-animation=\"fadeIn animated-\">\n\t\t\t\t\n\t\t\t\t\t\t\t<li class=\"premium-bullet-list-content elementor-repeater-item-eb12db4\" data-delay=\"0\">\n\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-drawable-icon\"><i class=\"premium-svg-nodraw fa fa-check\" aria-hidden=\"true\"><\/i><\/div>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-text-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"premium-bullet-text\" data-text=\"Puedes llevar a cabo una investigaci\u00f3n para ver c\u00f3mo resuenan tus ideas entre la gente , utilizando, por ejemplo: grupos de enfoque, entrevistas en profundidad, sondeos telef\u00f3nicos (para tener una idea real de c\u00f3mo responden los individuos) o encuestas (para tener el pulso acerca de la respuesta hacia tu idea).\"> Puedes llevar a cabo una investigaci\u00f3n para ver c\u00f3mo resuenan tus ideas entre la gente , utilizando, por ejemplo: grupos de enfoque, entrevistas en profundidad, sondeos telef\u00f3nicos (para tener una idea real de c\u00f3mo responden los individuos) o encuestas (para tener el pulso acerca de la respuesta hacia tu idea). <\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-divider\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<li class=\"premium-bullet-list-content elementor-repeater-item-a3616c1\" data-delay=\"0\">\n\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-drawable-icon\"><i class=\"premium-svg-nodraw fa fa-check\" aria-hidden=\"true\"><\/i><\/div>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-text-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"premium-bullet-text\" data-text=\"Puedes empezar a probar y perfeccionar los mensajes, las im\u00e1genes y las historias que dan vida a tus ideas. En este proyecto utilizamos Facebook para hacer pruebas A\/B con los mensajes.\"> Puedes empezar a probar y perfeccionar los mensajes, las im\u00e1genes y las historias que dan vida a tus ideas. En este proyecto utilizamos Facebook para hacer pruebas A\/B con los mensajes. <\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-divider premium-bullet-list-divider\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<li class=\"premium-bullet-list-content elementor-repeater-item-bf5fe17\" data-delay=\"0\">\n\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-drawable-icon\"><i class=\"premium-svg-nodraw fa fa-check\" aria-hidden=\"true\"><\/i><\/div>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-text-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"premium-bullet-text\" data-text=\"En lugar de aspirar a un mensaje fijo que usar\u00e1s para siempre, debes estar preparado para refinar constantemente tu mensaje para diferentes audiencias, contextos y momentos.\"> En lugar de aspirar a un mensaje fijo que usar\u00e1s para siempre, debes estar preparado para refinar constantemente tu mensaje para diferentes audiencias, contextos y momentos. <\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/li>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"premium-bullet-list-divider premium-bullet-list-divider premium-bullet-list-divider\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\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-403b277 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"403b277\" 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-d722f2e\" data-id=\"d722f2e\" 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-e424872 elementor-position-inline-start elementor-view-default elementor-mobile-position-block-start elementor-widget elementor-widget-icon-box\" data-id=\"e424872\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\n\t\t\t\t\t\t<div class=\"elementor-icon-box-icon\">\n\t\t\t\t<span  class=\"elementor-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-info-circle\"><\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\n\t\t\t\t\t\t\t\t\t<h4 class=\"elementor-icon-box-title\">\n\t\t\t\t\t\t<span  >\n\t\t\t\t\t\t\t<b>CONSEJO<\/b> - Para probar tus mensajes:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tEmpieza con pruebas sencillas y utilizalas para informar sobre el contenido que requiere m\u00e1s tiempo y recursos.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\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-6e7f66e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6e7f66e\" 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-20 elementor-inner-column elementor-element elementor-element-d9d20c9\" data-id=\"d9d20c9\" 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-5fc25dd elementor-widget elementor-widget-heading\" data-id=\"5fc25dd\" 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\">01.<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4fba6e elementor-widget elementor-widget-heading\" data-id=\"f4fba6e\" 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\">Pruebas b\u00e1sicas<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b07a78 elementor-widget elementor-widget-text-editor\" data-id=\"6b07a78\" 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\tPara la primera ronda, recomendamos empezar con contenidos existentes o noticias de actualidad. De esta forma no necesitar\u00e1s producir ning\u00fan material, incluso se puede utilizar un enlace a una noticia relevante.\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-20 elementor-inner-column elementor-element elementor-element-5ea9678 elementor-hidden-mobile\" data-id=\"5ea9678\" 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-651e26a elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"651e26a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-right\"><\/i>\t\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<div class=\"elementor-column elementor-col-20 elementor-inner-column elementor-element elementor-element-b531b51\" data-id=\"b531b51\" 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-568ef90 elementor-widget elementor-widget-heading\" data-id=\"568ef90\" 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\">02.<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6bdaff1 elementor-widget elementor-widget-heading\" data-id=\"6bdaff1\" 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\">Gr\u00e1ficos sencillos<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-141f6c5 elementor-widget elementor-widget-text-editor\" data-id=\"141f6c5\" 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\tA continuaci\u00f3n, a partir de esos resultados, puedes empezar a dise\u00f1ar gr\u00e1ficos o animaciones personalizados para llevar las pruebas m\u00e1s lejos.\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-20 elementor-inner-column elementor-element elementor-element-43185e7 elementor-hidden-mobile\" data-id=\"43185e7\" 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-71befa4 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"71befa4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-right\"><\/i>\t\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<div class=\"elementor-column elementor-col-20 elementor-inner-column elementor-element elementor-element-c038ade\" data-id=\"c038ade\" 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-1f527f5 elementor-widget elementor-widget-heading\" data-id=\"1f527f5\" 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\">03.<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a071d0f elementor-widget elementor-widget-heading\" data-id=\"a071d0f\" 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\">Contenidos perdurables y grandes momentos<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0bd6916 elementor-widget elementor-widget-text-editor\" data-id=\"0bd6916\" 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\tUna vez que tengas una buena idea de lo que funciona, puedes empezar a invertir en v\u00eddeos producidos, o en actividades de campa\u00f1a con tus seguidores para crear contenidos nuevos. En este momento, ya deber\u00edas tener una idea clara de lo que realmente resuena entre el p\u00fablico antes de lanzarte a lo grande.\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-04e807a elementor-section-stretched elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"04e807a\" 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-40e8b6a\" data-id=\"40e8b6a\" 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-2560912 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"2560912\" 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\">Met\u00e1foras de la sociedad civil<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76a093e elementor-widget elementor-widget-text-editor\" data-id=\"76a093e\" 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\tExploramos distintas met\u00e1foras visuales para explicar c\u00f3mo funcionan la sociedad civil y el sistema de justicia en t\u00e9rminos que tengan que ver con la vida cotidiana. Estas met\u00e1foras van desde una explicaci\u00f3n de c\u00f3mo hacemos posible el cambio hasta una visi\u00f3n de c\u00f3mo ser\u00eda la sociedad si tuvi\u00e9ramos m\u00e1s espacio c\u00edvico.\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-750ba88\" data-id=\"750ba88\" 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-eb38d5d elementor-section-height-min-height elementor-section-boxed elementor-section-height-default\" data-id=\"eb38d5d\" 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-1821215\" data-id=\"1821215\" 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-f386c6d elementor-widget elementor-widget-spacer\" data-id=\"f386c6d\" 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\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-15f9c38 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"15f9c38\" 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-79da0ed\" data-id=\"79da0ed\" 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-923d29f elementor-widget elementor-widget-text-editor\" data-id=\"923d29f\" 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\tUtilizamos conceptos gr\u00e1ficos a partir de las im\u00e1genes de la sociedad civil obtenidas en los talleres de comunicaci\u00f3n estrat\u00e9gica. Estas im\u00e1genes pretend\u00edan simbolizar la visi\u00f3n de la sociedad civil: una imagen de amistad, parques (que ha simbolizado la comunidad en los talleres) y gente ayud\u00e1ndose mutuamente, simbolizada por la imagen del viaje en lancha.\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-1c5843e gallery-spacing-custom elementor-widget elementor-widget-image-gallery\" data-id=\"1c5843e\" 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-3663 gallery-columns-3 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=\"1c5843e\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6Mzc5OCwidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjNcLzAzXC8wM2Vsc2FsdmFkb3ItMl9FUy5qcGVnIiwic2xpZGVzaG93IjoiMWM1ODQzZSJ9\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/03elsalvador-2_ES.jpeg'><img fetchpriority=\"high\" decoding=\"async\" width=\"1011\" height=\"735\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/03elsalvador-2_ES.jpeg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-3798\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/03elsalvador-2_ES.jpeg 1011w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/03elsalvador-2_ES-300x218.jpeg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/03elsalvador-2_ES-768x558.jpeg 768w\" sizes=\"(max-width: 1011px) 100vw, 1011px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3798'>\n\t\t\t\tNecesitamos l\u00edderes con el suficiente valor para preocuparse.\n\t\t\t\t<\/figcaption><\/figure><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=\"1c5843e\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6Mzc5NywidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjNcLzAzXC8wMWVsc2FsdmFkb3ItMl9FUy5qcGVnIiwic2xpZGVzaG93IjoiMWM1ODQzZSJ9\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/01elsalvador-2_ES.jpeg'><img decoding=\"async\" width=\"1011\" height=\"735\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/01elsalvador-2_ES.jpeg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-3797\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/01elsalvador-2_ES.jpeg 1011w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/01elsalvador-2_ES-300x218.jpeg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/01elsalvador-2_ES-768x558.jpeg 768w\" sizes=\"(max-width: 1011px) 100vw, 1011px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3797'>\n\t\t\t\tA veces todas las personas necesitamos que alguien nos lleve.\n\t\t\t\t<\/figcaption><\/figure><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=\"1c5843e\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6Mzc5OSwidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjNcLzAzXC9QYXJxdWVfRVMuanBlZyIsInNsaWRlc2hvdyI6IjFjNTg0M2UifQ%3D%3D\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/Parque_ES.jpeg'><img decoding=\"async\" width=\"1011\" height=\"735\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/Parque_ES.jpeg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-3799\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/Parque_ES.jpeg 1011w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/Parque_ES-300x218.jpeg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/Parque_ES-768x558.jpeg 768w\" sizes=\"(max-width: 1011px) 100vw, 1011px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3799'>\n\t\t\t\tTodas las personas tenemos la capacidad de vivir vidas m\u00e1s plenas.\n\t\t\t\t<\/figcaption><\/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-13510d0 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"13510d0\" 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-1472a18\" data-id=\"1472a18\" 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-6db12bd elementor-widget elementor-widget-menu-anchor\" data-id=\"6db12bd\" 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=\"PruebasDeMensajes\"><\/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-9eccf9d elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"9eccf9d\" 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\">Prueba de mensajes<\/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-fea1c0e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fea1c0e\" 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-29b5342\" data-id=\"29b5342\" 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-ea147e7 elementor-widget elementor-widget-text-editor\" data-id=\"ea147e7\" 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>Despu\u00e9s de trabajar con grupos de sociedad civil para articular los valores que impulsan su trabajo, quer\u00edamos comprobar hasta qu\u00e9 punto estos mensajes resonaban entre los posibles simpatizantes de la sociedad civil, personas que potencialmente podr\u00edan ser m\u00e1s contundentes a la hora de apoyarla cuando el espacio c\u00edvico se viera amenazado.<\/p><p>Para ello, creamos una p\u00e1gina especial en Facebook llamada <em>ComunidadxElSalvador<\/em> para realizar pruebas A\/B que compararon el impacto de distintos mensajes, im\u00e1genes e historias. Probamos valores b\u00e1sicos, mensajes sobre sociedad civil, diferentes formas de redactar y estructurar nuestros mensajes y una amplia gama de im\u00e1genes.<\/p><p>Estos resultados pueden ser diferentes para tu propio ejercicio, pero los compartimos para dar un ejemplo de las preguntas que puedes responder a trav\u00e9s de este tipo de pruebas y c\u00f3mo puedes utilizarlas para refinar y mejorar constantemente tus mensajes.<\/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-44a11b0\" data-id=\"44a11b0\" 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-374b4f3 elementor-widget elementor-widget-text-editor\" data-id=\"374b4f3\" 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\tNuestras pruebas revelaron algunas ideas b\u00e1sicas para comunicarnos con este p\u00fablico concreto: Hemos descubierto que decir &#8220;sociedad civil&#8221; est\u00e1 bien. Aunque parezca jerga, funcion\u00f3 mejor que alternativas como &#8220;grupos comunitarios&#8221;. La idea de &#8220;dar un raite&#8221; como met\u00e1fora del funcionamiento de la sociedad civil no fue tan eficaz como pens\u00e1bamos. El mismo mensaje funcion\u00f3 mucho mejor con una imagen de gente cruzando un r\u00edo en canoa. Creemos que se debe a que la idea de pedir avent\u00f3n en coche a una persona desconocida nos hace pensar en la vulnerabilidad ante la delincuencia, mientras que la imagen de la canoa evoca la solidaridad que la gente recuerda durante los desastres naturales recientes. Por \u00faltimo, descubrimos que el uso de un lenguaje inclusivo (t\u00e9rminos &#8220;X&#8221; neutros en cuanto al g\u00e9nero) desencadenaba expresiones de odio en los comentarios, por lo que en las primeras pruebas redactamos el texto de las pruebas para determinados p\u00fablicos de forma diferente.\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-4c483a6 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4c483a6\" 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-ecc6ddc\" data-id=\"ecc6ddc\" 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-73dbd4f elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"73dbd4f\" 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-aaa6456\" data-id=\"aaa6456\" 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-8c24938 elementor-widget elementor-widget-heading\" data-id=\"8c24938\" 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\">Pruebas y aprendizajes<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1aa1ba elementor-widget elementor-widget-heading\" data-id=\"d1aa1ba\" 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\">Pruebas de imagen \u2013\n<br>Coche vs. Barco<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ee1088 elementor-widget elementor-widget-text-editor\" data-id=\"3ee1088\" 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\tEn esta prueba, utilizamos el mismo texto pero con varias im\u00e1genes diferentes para ver qu\u00e9 visualizaci\u00f3n de la idea de la sociedad civil como comunidad consegu\u00eda enganchar mejor a posibles simpatizantes.\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-f2dc3dd\" data-id=\"f2dc3dd\" 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-680a139 elementor-widget elementor-widget-image-gallery\" data-id=\"680a139\" 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-3663 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=\"680a139\" data-elementor-lightbox-title=\"PRUEBAS DE IMAGEN\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzgxMywidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjNcLzAzXC9JbWFnZXJ5VGVzdC0yX0VTLmpwZWciLCJzbGlkZXNob3ciOiI2ODBhMTM5In0%3D\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES.jpeg'><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1423\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES.jpeg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES.jpeg 2000w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES-300x213.jpeg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES-1024x729.jpeg 1024w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES-768x546.jpeg 768w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/ImageryTest-2_ES-1536x1093.jpeg 1536w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/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-inner-section elementor-element elementor-element-4b73ae6 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4b73ae6\" 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-17cb643\" data-id=\"17cb643\" 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-2ab7f64 elementor-widget elementor-widget-heading\" data-id=\"2ab7f64\" 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\">Prueba de mensajes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f62e49 elementor-widget elementor-widget-text-editor\" data-id=\"7f62e49\" 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\tEn esta prueba, utilizamos la misma imagen, la m\u00e1s popular en el resto de las pruebas, pero introdujimos un peque\u00f1o cambio en el texto: comparamos un mensaje sobre la &#8220;sociedad civil&#8221; con otro sobre los &#8220;grupos comunitarios&#8221;.\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-e705673\" data-id=\"e705673\" 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-0c53052 elementor-widget elementor-widget-image-gallery\" data-id=\"0c53052\" 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-3' class='gallery galleryid-3663 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=\"0c53052\" data-elementor-lightbox-title=\"PRUEBA DE MENSAJES\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzgxNCwidXJsIjoiaHR0cHM6XC9cL3d3dy5tZXRncm91cC5jb20ubXhcL2Npdmlsc3RvcnlcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjNcLzAzXC9NZXNzYWdlVGVzdC0xX0VTLmpwZWciLCJzbGlkZXNob3ciOiIwYzUzMDUyIn0%3D\" href='https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES.jpeg'><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1423\" src=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES.jpeg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES.jpeg 2000w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES-300x213.jpeg 300w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES-1024x729.jpeg 1024w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES-768x546.jpeg 768w, https:\/\/www.metgroup.com.mx\/civilstory\/wp-content\/uploads\/2023\/03\/MessageTest-1_ES-1536x1093.jpeg 1536w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/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-inner-section elementor-element elementor-element-fd95164 elementor-section-content-middle elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fd95164\" 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-100 elementor-inner-column elementor-element elementor-element-446ee5d\" data-id=\"446ee5d\" 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-f255eb0 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"f255eb0\" 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\">F\u00f3rmula b\u00e1sica para construir tus mensajes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44249f0 elementor-widget elementor-widget-text-editor\" data-id=\"44249f0\" 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\tSe trata de una f\u00f3rmula sencilla para elaborar mensajes utilizada por Anat Shenker-Osorio y otros.\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-inner-section elementor-element elementor-element-6229e59 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6229e59\" 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-14 elementor-inner-column elementor-element elementor-element-ffe81ad\" data-id=\"ffe81ad\" 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-17d530f elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"17d530f\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Valor compartido<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-270f814 elementor-widget elementor-widget-text-editor\" data-id=\"270f814\" 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&#8220;Todas las personas&#8230; [inserta uno de los mensajes basados en los valores identificados].\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-14 elementor-inner-column elementor-element elementor-element-b43b030\" data-id=\"b43b030\" 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-f35afac elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"f35afac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-plus\"><\/i>\t\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<div class=\"elementor-column elementor-col-14 elementor-inner-column elementor-element elementor-element-9abecfb\" data-id=\"9abecfb\" 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-d8807d3 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"d8807d3\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Problema<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4bbda69 elementor-widget elementor-widget-text-editor\" data-id=\"4bbda69\" 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\tPero&#8230; [explica el problema: por ejemplo, algunos pol\u00edticos intentan dividirnos y distraernos de cuestiones como el acceso a la salud].\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-14 elementor-inner-column elementor-element elementor-element-32c8254\" data-id=\"32c8254\" 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-bd34a89 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"bd34a89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-plus\"><\/i>\t\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<div class=\"elementor-column elementor-col-14 elementor-inner-column elementor-element elementor-element-3745c01\" data-id=\"3745c01\" 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-07932f2 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"07932f2\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Soluci\u00f3n<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c1e551 elementor-widget elementor-widget-text-editor\" data-id=\"2c1e551\" 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\tSin embargo, si todos [explica lo que quieres que ocurra, bas\u00e1ndote en tus historias].\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-14 elementor-inner-column elementor-element elementor-element-dc422e1\" data-id=\"dc422e1\" 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-b1911c2 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"b1911c2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-plus\"><\/i>\t\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<div class=\"elementor-column elementor-col-14 elementor-inner-column elementor-element elementor-element-d66883e\" data-id=\"d66883e\" 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-a3c87b6 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"a3c87b6\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Llamada a la acci\u00f3n<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbb2853 elementor-widget elementor-widget-text-editor\" data-id=\"fbb2853\" 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\tPor eso [inserta algo pr\u00e1ctico que quieras que las personas hagan o alguna petici\u00f3n para tu audiencia].\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-3c809f4 elementor-section-content-middle elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"3c809f4\" 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-91b7e15\" data-id=\"91b7e15\" 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-4db309f elementor-widget elementor-widget-menu-anchor\" data-id=\"4db309f\" 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=\"HerramientasyConsejos\"><\/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-22cd5f2 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"22cd5f2\" 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\">Herramientas y consejos<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d487cba elementor-widget elementor-widget-text-editor\" data-id=\"d487cba\" 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\tM\u00e1s informaci\u00f3n sobre las herramientas que puedes utilizar:\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-60cfc32\" data-id=\"60cfc32\" 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-4c7669f elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"4c7669f\" 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\/tool-messaging-house\/\">\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\">Tool: Messaging house<\/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-56b442f elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"56b442f\" 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\/worksheet-coffee-cup\/\">\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\">Worksheet: coffee cup<\/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-788c737 elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"788c737\" 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\/responding-to-attacks\/\">\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\">Responding to attacks<\/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-de168fb elementor-widget__width-auto elementor-align-left elementor-widget elementor-widget-button\" data-id=\"de168fb\" 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\/es\/herramientas-y-consejos\/\">\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\">Secci\u00f3n de herramientas y consejos<\/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>Primer paso Mensaje El cambio de narrativa empieza por identificar las ideas que queremos que la gente conozca sobre la sociedad civil. Tenemos que repetir constantemente esas ideas para que se conviertan en &#8220;sentido com\u00fan&#8221; ampliamente compartido en la sociedad. Encontrar el mensaje Pruebas de mensajes Herramientas y consejos Estrategia Valores de la sociedad civil [&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-3663","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/pages\/3663","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=3663"}],"version-history":[{"count":0,"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/pages\/3663\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.metgroup.com.mx\/civilstory\/wp-json\/wp\/v2\/media?parent=3663"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}