{"id":4696,"date":"2020-02-08T12:22:03","date_gmt":"2020-02-08T17:22:03","guid":{"rendered":"https:\/\/storyatscale.org\/?page_id=4696"},"modified":"2020-02-08T12:22:03","modified_gmt":"2020-02-08T17:22:03","slug":"audience","status":"publish","type":"page","link":"https:\/\/www.storyatscale.org\/?page_id=4696","title":{"rendered":"Audience"},"content":{"rendered":"\n<style>\n  .entry .entry-content figure.segment-breakdown, \n  .entry .entry-content figure.all-segments-banner {\n    margin: 0;\n  }\n\n  .entry .entry-content .all-segment-data-container {\n    width: 100%;\n    max-width: 100%;\n    padding-left: 60px;\n    padding-right: 60px;\n    margin-top: 36pt;\n  }\n\n  .entry .entry-content .wp-block-image.segment-banner {\n    width: 100%;\n    padding: 0;\n    margin: 0;\n  }\n\n  .segment-banner figure {\n    width: 100%;\n  }\n\n  .segment-breakdown {\n    width: 100%;\n    background-color: #fff;\n    padding: 20px;\n  }\n\n  .entry .entry-content figure.all-segments-banner {\n    width: 100%;\n    max-width: 100%;\n    height: auto;\n    max-height: 400px;\n    background-color: #fff;\n    margin-top: 40px;\n  }\n\n  .entry .entry-content figure.all-segments-banner img {\n    width: 100%;\n  }\n\n  .entry .entry-content .figure-container {\n    width: 100%; \n    max-width: 100%; \n    height: 35vw;\n    min-height: 200px; \n    padding: 10px 40px 10px 40px; \n    background-color: #e0d9eb; \n    margin-bottom: 0; \n    margin-top: 0px;\n    display: flex;\n    flex-wrap: wrap;\n  }\n\n  .figure-col {\n    padding: 0px;\n  }\n\n  .figure-col.left {\n    flex-basis: 60%;\n  }\n\n  .figure-col.left div {\n    height: 100%; \n    background-position: center; \n    background-size: 120%;\n    background-repeat: no-repeat; \n  }\n\n  .figure-col.right {\n    flex-basis: 40%;\n  }\n\n  .entry .entry-content .audience-container {\n    max-width: 100%;\n    width: 100%;\n    padding: 0 60px 0 60px;\n    margin-bottom: 64pt;\n  }\n\n  \/* Audience Segment *\/\n  .entry .entry-content .audience {\n    max-width: 100%;\n    width: 100%;\n    margin: 0 0 -15px 0;\n    overflow: hidden;\n    transition: height 0.5s ease-in-out;\n  }\n\n  .entry .entry-content .audience.collapsed {\n    height: 105px;\n    margin: 0 0 0 0;\n  }\n\n\/* Audience Header *\/\n\n  .audience .audience-header {\n    width: 100%;\n    height: 105px;\n    padding: 18px 60px 0 0;\n    cursor: pointer;\n    position: relative;\n  }\n\n  .audience .audience-header .audience-icon {\n    float: left;\n    width: 110px;\n    height: 110px;\n    max-width: 120px;\n    max-height: 120px;\n    background-size: contain;\n    background-repeat: no-repeat;\n    background-position: center;\n    margin: -20px 0 0 0;\n    display: block;\n  }\n\n  .audience .audience-header .audience-title,\n  .audience .audience-header .audience-percentage {\n    font-size: 30pt;\n    line-height: 1;\n    display: inline;\n  }\n\n  .audience .audience-header .audience-title {\n    font-weight: 700;\n    margin: 0 20px 0 0;\n  }\n\n  .audience .audience-header .audience-percentage:after {\n    content: \"%\";\n  }\n\n  .audience .audience-header .audience-tagline {\n    line-height: 1;\n    font-style: italic;\n    font-size: 15pt;\n  }\n\n  .audience .audience-header::after {\n    font-family: 'Material Icons';\n    content: \"arrow_drop_down\";\n    font-size: 30pt;\n    font-weight: bold;\n    line-height: 1;\n    position: absolute;\n    top: 35px;\n    right: 35px;\n  }\n\n  .audience:not(.collapsed) .audience-header::after {\n    font-family: 'Material Icons';\n    content: \"arrow_drop_up\";\n  }\n\n\/* Audience Body *\/\n\n  .audience .audience-body {\n    max-width: 100%;\n    color: #000;\n    background-color: #fff;\n  }\n\n  .audience .audience-body p {\n    padding: 0;\n    margin: 0;\n  }\n\n  .audience .audience-body hr.section-separator {\n    margin-left: 0;\n  }\n\n  .audience .audience-body .audience-text {\n    margin: 0 0 30px 0;\n    padding: 30px 40px 30px 40px;\n  }\n\n  .audience .audience-body .audience-text p {\n    line-height: 1.5;\n    font-size: 15pt;  \n    max-width: 1200px;\n  }\n\n  .audience .audience-body .audience-section-title {\n    font-weight: 700;\n    font-size: 10pt;\n    text-transform: uppercase;\n    margin: 0 0 12pt 0;\n    padding: 0 40px 0 40px;\n  }\n\n  .audience .audience-body .audience-influencers,\n  .audience .audience-body .audience-brands {\n    display: flex;\n    justify-content: space-between;\n    flex-wrap: wrap;\n    margin: 0 0 30px 0;\n    padding: 0 40px 0 40px;\n  }\n\n  .audience .audience-body .audience-influencers .influencer,\n  .audience .audience-body .audience-brands .brand {\n    height: 0;\n    padding-top: 22%;\n    flex-basis: 22%;\n    background-repeat: no-repeat;\n    background-position: center center;\n    position: relative;\n    cursor: default;\n  }\n\n  .audience .audience-body .audience-influencers .influencer {\n    background-size: cover;\n  }\n\n  .audience .audience-body .audience-brands .brand {\n    background-color: #fff;\n    background-size: contain;\n    min-height: 160px;\n  }\n\n  .influencer-name {\n    width: 100%;\n    font-size: 14pt;\n    font-weight: 700;\n    color: #fff;\n    text-align: center;\n    text-shadow: 1px 1px 2px #000;\n    position: absolute;\n    bottom: 10%;\n    line-height: 1.2;\n    padding: 0 5px 0 5px;\n  }\n  \n  .influencer-photo-credit {\n    font-size: 6pt;\n    line-height: 1.2;\n    display: block;\n    position: absolute;\n    top: 100%;\n    padding-top: 2pt;\n    padding-left: 2pt;\n    opacity: 0.8;\n  }\n\n  .audience-data {\n    display: flex;\n    flex-wrap: wrap;\n    padding: 0 40px 24pt 40px;\n  }\n\n  .audience-data .data {\n    flex-basis: 100%;\n    margin-bottom: 16pt;\n  }\n\n  .audience-data .data .data-img {\n    width: 100%;\n    height: 0;\n    padding-top: 76.6%;\n    background-repeat: no-repeat;\n    background-size: contain;\n    background-position: center;\n  }\n\n\/* Smaller layout *\/\n@media only screen and (max-width: 1200px) {\n\n  .audience .audience-header {\n    padding-right: 80px;\n  }\n\n  .audience .audience-header .audience-icon {\n    width: 100px;\n  }\n\n  .audience .audience-header .audience-title,\n  .audience .audience-header .audience-percentage {\n    font-size: 18pt;\n    margin-right: 5px;\n    line-height: 1;\n  }\n\n  .audience .audience-header .audience-tagline {\n    font-size: 12pt;\n  }\n\n  .audience .audience-header::after {\n    right: 20px;\n  }\n\n  .influencer-name {\n    font-size: 10pt;\n  }\n\n}\n\n\/* Mobile layout *\/\n@media only screen and (max-width: 875px) {\n .entry .entry-content .figure-container {\n    padding: 0 0 20px 0;\n    height: auto;\n }\n\n .figure-col {\n    padding: 0;\n }\n\n .figure-col.left, .figure-col.right {\n   flex-basis: 100%;\n }\n .figure-col.left div {\n   width: 100%;\n   height: 0;\n   padding-top: 75%;\n   background-size: contain;\n }\n\n .figure-col.right div {\n   width: 100%;\n   height: 0;\n   padding-top: 65%;\n }\n\n .audience .audience-body .audience-influencers .influencer,\n  .audience .audience-body .audience-brands .brand {\n    padding-top: 48%;\n    flex-basis: 48%;\n    margin-bottom: 25px;\n  }\n\n  .influencer-name {\n    font-size: 14pt;\n  }\n\n  .entry .entry-content .all-segment-data-container {\n    margin-bottom: 0;\n    padding-left: 0;\n    padding-right: 0;\n  }\n\n  .entry .entry-content .audience-container {\n    padding-left: 0;\n    padding-right: 0;\n    margin: 0 0 20px 0;\n  }\n\n  \/* Audience Segment *\/\n  .entry .entry-content .audience.collapsed {\n    height: 75px;\n    margin: 0 0 0 0;\n  }\n\n  .audience .audience-header {\n    height: 75px;  \n    padding: 0 20px 0 5px;\n  }\n\n  .audience .audience-header::after {\n    font-size: 15pt;\n    top: 25px;\n  }\n\n  .audience .audience-header .audience-title,\n  .audience .audience-header .audience-percentage {\n    font-size: 12pt;\n  }\n\n  .audience .audience-header .audience-title {\n    margin: 0 5px 0 0; \n  }\n\n  .audience .audience-header .audience-tagline {\n    font-size: 8pt;\n    max-width: 80%;\n  }\n\n  .audience .audience-header .audience-icon {\n    width: 60px;\n    height: 60px;\n    margin: 5px 5px 0 0;\n  }\n\n  .audience .audience-body .audience-text,\n  .audience .audience-body .audience-section-title,\n  .audience .audience-body .audience-influencers,\n  .audience .audience-body .audience-brands,\n  .audience .audience-body .audience-data {\n    padding-left: 40px;\n    padding-right: 40px;\n  }\n\n  .audience .audience-body .audience-brands .brand {\n    padding-top: 15%;\n    min-height: 120px;\n  }\n\n  .audience .audience-body .audience-text p {\n    font-size: 12pt;\n  }\n\n  .audience .audience-body .audience-influencers .influencer .influencer-name {\n    font-size: 12pt;\n  }\n\n  .audience .audience-body .audience-data .data {\n    flex-basis: 100%;\n    margin-right: 0;\n    margin-bottom: 20px;\n  }\n\n  .audience .audience-body .audience-data .data .caption {\n    font-size: 10pt;\n  }\n\n  .audience .audience-body .audience-data .data .data-img {\n    min-height: 180px;\n  }\n\n\n}\n<\/style>\n\n\n\n<p>The first step in any culture change strategy is knowing who we are talking to and who we should be reaching. Audience segmentation is a strategic tool that provides insight into who is with us and who we can reach and persuade. <\/p>\n\n\n\n<p>Segmentation sometimes tempts us to customize a narrative for each audience. But that results in storytelling that is confusing, inauthentic, and inefficient. The true power of segmentation is coalition building.<strong> <\/strong>Gender justice has just one narrative, and it is the <a href=\"\/story-platform\">story platform<\/a>. We should only be telling stories about the future we want\u2014and plan\u2014to live in. To ensure that our stories reach our audiences, however, we need to know not just what we want to say but who our audiences are and what stories they tell themselves.&nbsp;<\/p>\n\n\n\n<p>The Story at Scale audience profiles\u2014created from a survey of more than 6,000 people and enriched with cultural and qualitative research\u2014are not about demographics, ideology, or indeed about political issues or gender justice; they are about how our audiences experience gender in their everyday lives.&nbsp;<\/p>\n\n\n\n<div class=\"all-segment-data-container\">\n\n\n\n<figure class=\"wp-block-image alignwide segment-banner\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"227\" src=\"https:\/\/storyatscale.org\/wp-content\/uploads\/2020\/01\/SaS-AllSegments_Data_SegmentBanner-1024x227.png\" alt=\"\" class=\"wp-image-4075\" srcset=\"https:\/\/www.storyatscale.org\/wp-content\/uploads\/2020\/01\/SaS-AllSegments_Data_SegmentBanner-1024x227.png 1024w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2020\/01\/SaS-AllSegments_Data_SegmentBanner-300x67.png 300w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2020\/01\/SaS-AllSegments_Data_SegmentBanner-768x170.png 768w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2020\/01\/SaS-AllSegments_Data_SegmentBanner.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"figure-container\">\n  <div class=\"figure-col left\">\n    <div style=\"background-image: url('\/wp-content\/uploads\/2020\/02\/SaS-AllSegments_Data_Distribution.png')\"><\/div>\n  <\/div>\n  \n  <div class=\"figure-col right\">\n    <div style=\"height: 50%; background-position: center; background-size: contain; background-repeat: no-repeat; background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-AllSegments_Data_Voted.png')\"><\/div>\n    <div style=\"height: 50%; background-position: center; background-size: contain; background-repeat: no-repeat; background-image: url('\/wp-content\/uploads\/2020\/01\/SaS_AllSegments_Data_Ideology.png')\"><\/div>\n  <\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image segment-breakdown\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"635\" src=\"https:\/\/storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments-1024x635.png\" alt=\"\" class=\"wp-image-2794\" srcset=\"https:\/\/www.storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments-1024x635.png 1024w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments-300x186.png 300w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments-768x476.png 768w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments-1536x952.png 1536w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments-1568x972.png 1568w, https:\/\/www.storyatscale.org\/wp-content\/uploads\/2019\/12\/SaS-Map_AllSegments.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<\/div>\n\n\n<div class=\"audience-container\">\n<div id=\"justice-rising\" class=\"audience collapsed\">\r\n\t<div class=\"audience-header\" style=\"background-color: #233e92;\">\r\n\t\t<div class=\"audience-icon\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/justice-rising-icon-300x300.png');\"><\/div>\r\n\t\t<div class=\"audience-title\">Justice Rising<\/div>\r\n\t\t<div class=\"audience-percentage\">14<\/div>\r\n\t\t<div class=\"audience-tagline\">Creative leftists who want safety and freedom<\/div>\r\n\t<\/div>\r\n\t\r\n\t<div class=\"audience-body\">\r\n\t\t<div class=\"audience-text\" style=\"color: #233e92; background-color: #d5e1f0;\">\r\n\t\t\t<p><strong>&#8220;The sense of being out of place was always there. . . I feel like if I\u2019m in a safe place, it\u2019s like a super-privileged-unique-probably-won\u2019t-last-very-long kind of moment. I\u2019ve thought about this a lot. . . about a safe place\u2014what does it look like? I\u2019ve sort of come to the conclusion that I need to create a different kind of safe space.&#8221;<\/strong><br \/>\n\u2014Movement Leader<\/p>\n\r\n\t\t<\/div>\r\n\t\t<p class=\"audience-section-title\">Influencers and brands that resonate<\/p>\r\n\t\t\r\n\t\t<div class=\"audience-influencers\">\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/SamSmith-e1575480260137-298x300.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Sam Smith<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Sam Smith\/Instagram<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Rihanna-300x200.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Rihanna<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">John Photography\/Shutterstock<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Greta_Thunberg_au_parlement_europe\u0301en_33744056508_recadre\u0301-300x300.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Greta Thunberg<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">European Parliament from EU, CC BY 2.0, via Wikimedia Commons<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Lizzo-300x200.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Lizzo<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Luke Gilford<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\r\n\t\t<div class=\"audience-brands\">\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Marvel-300x121.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Bombas-300x300.jpg');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/FentyBeauty-300x300.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Shoedazzle-300x57.jpg');\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t\t<div class=\"audience-data\">\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-JusticeRising_Data_Map_v2-1-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-JusticeRising_Data_Demographics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-JusticeRising_Data_Lifestyle_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-JusticeRising_Data_Politics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\t\t\t\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n\t\r\n<\/div><div id=\"force-for-good\" class=\"audience collapsed\">\r\n\t<div class=\"audience-header\" style=\"background-color: #028d8e;\">\r\n\t\t<div class=\"audience-icon\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/force-for-good-icon-300x300.png');\"><\/div>\r\n\t\t<div class=\"audience-title\">Force for Good<\/div>\r\n\t\t<div class=\"audience-percentage\">19<\/div>\r\n\t\t<div class=\"audience-tagline\">Thinking leftists who want progress and equality<\/div>\r\n\t<\/div>\r\n\t\r\n\t<div class=\"audience-body\">\r\n\t\t<div class=\"audience-text\" style=\"color: #028d8e; background-color: #d0e9e9;\">\r\n\t\t\t<p><strong>&#8220;It&#8217;s our job to make sure that we balance the equality within our society. And it really doesn&#8217;t make me feel powerful, it makes me feel dutiful. It&#8217;s weird, to be a person who doesn&#8217;t necessarily deserve something, but has it anyway. It makes me feel I have a duty to balance it out.&#8221;<\/strong><br \/>\n\u2014Research Participant<\/p>\n\r\n\t\t<\/div>\r\n\t\t<p class=\"audience-section-title\">Influencers and brands that resonate<\/p>\r\n\t\t\r\n\t\t<div class=\"audience-influencers\">\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/BarackObama-e1575480330190-300x277.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Barack Obama<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Official White House photo by Pete Souza<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/DoloresHuerta-300x300.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Dolores Huerta<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Dolores Huerta Foundation<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/GloriaSteinem-300x271.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Gloria Steinem<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Foreign Affairs Symposium booklet<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/RuthBaderGinsburg-e1575480304144-287x300.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Ruth Bader Ginsburg<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">The Collection of the Supreme Court of the United States<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\r\n\t\t<div class=\"audience-brands\">\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Patagonia-300x95.jpeg');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/ACLU-300x147.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/TraderJoes-300x167.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/HabitatForHumanity-300x103.png');\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t\t<div class=\"audience-data\">\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/02\/SaS-ForceForGood_Data_Map-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ForceForGood_Data_Demographics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ForceForGood_Data_Lifestyle_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ForceForGood_Data_Politics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\t\t\t\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n\t\r\n<\/div><div id=\"kids-first\" class=\"audience collapsed\">\r\n\t<div class=\"audience-header\" style=\"background-color: #9ecb3b;\">\r\n\t\t<div class=\"audience-icon\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/kids-first-icon-300x300.png');\"><\/div>\r\n\t\t<div class=\"audience-title\">Kids First<\/div>\r\n\t\t<div class=\"audience-percentage\">18<\/div>\r\n\t\t<div class=\"audience-tagline\">Parents and grandparents who want their kids to grow up well<\/div>\r\n\t<\/div>\r\n\t\r\n\t<div class=\"audience-body\">\r\n\t\t<div class=\"audience-text\" style=\"color: #9ecb3b; background-color: #ecf5d8;\">\r\n\t\t\t<p><strong>&#8220;We [women] are the ones that can bear children and that is something a man could never do. People underestimate women. We handle a lot because that\u2019s what we have to do. A man could nurture but it&#8217;s innate in us. My children have their father but they always seem to come to Mommy for some reason. It\u2019s that innate ability women have.&#8221;<\/strong><br \/>\n\u2014Research Participant<\/p>\n\r\n\t\t<\/div>\r\n\t\t<p class=\"audience-section-title\">Influencers and brands that resonate<\/p>\r\n\t\t\r\n\t\t<div class=\"audience-influencers\">\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/2011_Oprah_at_The_Cable_Show_29902986311_2-300x300.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Oprah<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">INTX: The Internet & Television Expo, CC BY 2.0, via Wikimedia Commons<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/KathieLeeGifford-300x198.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Kathie Lee Gifford<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Photo by Fadil Berisha<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Michelle_Obama_30203291810_1-300x300.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Michelle Obama<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Tim Pierce from Berlin, MA, USA, CC BY 2.0, via Wikimedia Commons<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Ricky_Martin_Instagram-300x300.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Ricky Martin<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Ricky Martin\/Instagram<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\r\n\t\t<div class=\"audience-brands\">\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Hallmark-300x169.jpg');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Publix-300x300.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Pillsbury-300x300.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Kohls-300x75.jpg');\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t\t<div class=\"audience-data\">\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-KidsFirst_Data_Map_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-KidsFirst_Data_Demographics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-KidsFirst_Data_Lifestyle_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-KidsFirst_Data_Politics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\t\t\t\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n\t\r\n<\/div><div id=\"for-the-win\" class=\"audience collapsed\">\r\n\t<div class=\"audience-header\" style=\"background-color: #ffcb04;\">\r\n\t\t<div class=\"audience-icon\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/for-the-win-icon-300x300.png');\"><\/div>\r\n\t\t<div class=\"audience-title\">For the Win<\/div>\r\n\t\t<div class=\"audience-percentage\">12<\/div>\r\n\t\t<div class=\"audience-tagline\">Leaders who want to have a good time and to win<\/div>\r\n\t<\/div>\r\n\t\r\n\t<div class=\"audience-body\">\r\n\t\t<div class=\"audience-text\" style=\"color: #cfa500; background-color: #fff5ce;\">\r\n\t\t\t<p><strong>\u201cIt doesn\u2019t mean we\u2019re not equal, it means we\u2019re different. A man should be doing something. . . if you\u2019re not doing anything you are not aiding the community. If you are sitting around all day, that is not a man. Women can be productive, too, but one of the most productive things a woman can do is be a good wife and a good mother.\u201d<\/strong><br \/>\n\u2014Research Participant<\/p>\n\r\n\t\t<\/div>\r\n\t\t<p class=\"audience-section-title\">Influencers and brands that resonate<\/p>\r\n\t\t\r\n\t\t<div class=\"audience-influencers\">\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/CamNewton-300x288.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Cam Newton<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">CC BY-SA 2.0 Keith Allison\/Flickr<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/CardiB-e1575480455512-300x278.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Cardi B<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Photo by Taylor Hill\/WireImage<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/ElonMusk-e1575480430428-290x300.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Elon Musk<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">CC BY-SA 3.0 The Royal Society<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/DJKhaled-300x198.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">DJ Khaled<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Sami Drasin<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\r\n\t\t<div class=\"audience-brands\">\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Nike-300x220.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/DosEquis-300x300.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/BuffaloWildWings-300x300.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/RedBull-300x174.png');\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t\t<div class=\"audience-data\">\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/02\/SaS-ForTheWin_Data_Map-1-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/02\/SaS-ForTheWin_Data_Demographics-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/02\/SaS-ForTheWin_Data_Lifestyle-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/02\/SaS-ForTheWin_Data_Politics-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\t\t\t\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n\t\r\n<\/div><div id=\"no-special-treatment\" class=\"audience collapsed\">\r\n\t<div class=\"audience-header\" style=\"background-color: #f05f22;\">\r\n\t\t<div class=\"audience-icon\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/no-special-treatment-icon-300x300.png');\"><\/div>\r\n\t\t<div class=\"audience-title\">No Special Treatment<\/div>\r\n\t\t<div class=\"audience-percentage\">18<\/div>\r\n\t\t<div class=\"audience-tagline\">Rule-followers who want recognition and achievement<\/div>\r\n\t<\/div>\r\n\t\r\n\t<div class=\"audience-body\">\r\n\t\t<div class=\"audience-text\" style=\"color: #f05f22; background-color: #fcdfd3;\">\r\n\t\t\t<p><strong>&#8220;I&#8217;m really old fashioned and I really should have been born before my time even, But I think our world has gotten so chaotic. It makes me sad that I see in my grandchildren&#8217;s future maybe a world where women have to be a breadwinner. I kind of like my world of how it was for me.&#8221;<\/strong><br \/>\n\u2014Research Participant<\/p>\n\r\n\t\t<\/div>\r\n\t\t<p class=\"audience-section-title\">Influencers and brands that resonate<\/p>\r\n\t\t\r\n\t\t<div class=\"audience-influencers\">\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/BillMaher-300x169.jpeg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Bill Maher<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">\u00a9Home Box Office<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/JoannaGaines-300x169.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Joanna Gaines<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Photo courtesy of Magnolia via Architectural Digest<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/MikeRowe-e1575480490321-300x283.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Mike Rowe<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">\u00a9MRW Holdings, LLC<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Reba_McEntire_Instagram-300x300.png');\">\r\n\t\t\t\t<div class=\"influencer-name\">Reba McEntire<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Reba McEntire\/Instagram<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\r\n\t\t<div class=\"audience-brands\">\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/NFL-1-297x300.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/USArmy-1-300x266.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Ford-284x300.jpeg');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Orvis-300x300.jpg');\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t\t<div class=\"audience-data\">\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-NoSpecialTreatment_Data_Map_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-NoSpecialTreatment_Data_Demographics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-NoSpecialTreatment_Data_Lifestyle_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-NoSpecialTreatment_Data_Politics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\t\t\t\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n\t\r\n<\/div><div id=\"religious-traditionalists\" class=\"audience collapsed\">\r\n\t<div class=\"audience-header\" style=\"background-color: #db1f26;\">\r\n\t\t<div class=\"audience-icon\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/religious-traditionalists-icon-300x300.png');\"><\/div>\r\n\t\t<div class=\"audience-title\">Religious Traditionalists<\/div>\r\n\t\t<div class=\"audience-percentage\">19<\/div>\r\n\t\t<div class=\"audience-tagline\">Born again Christians who want security, conformity, and power<\/div>\r\n\t<\/div>\r\n\t\r\n\t<div class=\"audience-body\">\r\n\t\t<div class=\"audience-text\" style=\"color: #db1f26; background-color: #f8d2d4;\">\r\n\t\t\t<p><strong>&#8220;So God created man in his own image, in the image of God created he him; male and female he created them.&#8221;<\/strong><br \/>\n\u2014Genesis 1:27<\/p>\n\r\n\t\t<\/div>\r\n\t\t<p class=\"audience-section-title\">Influencers and brands that resonate<\/p>\r\n\t\t\r\n\t\t<div class=\"audience-influencers\">\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/MikePence-300x200.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Mike Pence<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Jabin Botsford\/The Washington Post<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/StevenCurtisChapman-300x300.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Steven Curtis Chapman<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Photo courtesy of Steven Curtis Chapman via San Antonio Current<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/KirkCameron-e1575480565751-300x268.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Kirk Cameron<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">Kirk Cameron\/Facebook<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"influencer\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/SarahYoung-e1575480590245-scaled-1-300x264.jpg');\">\r\n\t\t\t\t<div class=\"influencer-name\">Sarah Young<\/div>\r\n\t\t\t\t<div class=\"influencer-photo-credit\">\u00a9HarperCollins Christian Publishers<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\r\n\t\t<div class=\"audience-brands\">\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Breitbart-300x232.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Twitchy-300x72.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/SouthernBaptistConvention-300x285.png');\"><\/div>\r\n\t\t\t<div class=\"brand\" style=\"background-image: url('\/wp-content\/uploads\/2019\/12\/Chick-fil-A-300x136.png');\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t\t<div class=\"audience-data\">\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ReligiousTraditionalists_Data_Map_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ReligiousTraditionalists_Data_Demographics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ReligiousTraditionalists_Data_Lifestyle_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t\r\n\t\t\t<div class=\"data\">\r\n\t\t\t\t<div class=\"data-img\" style=\"background-image: url('\/wp-content\/uploads\/2020\/01\/SaS-ReligiousTraditionalists_Data_Politics_v2-1024x781.png');\"><\/div>\r\n\t\t\t<\/div>\t\t\t\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n\t\r\n<\/div>\n<\/div>\n\n\n\n<script>\nvar audiences = document.getElementsByClassName(\"audience\");\nvar expandedAudience = null;\n\nArray.from(audiences).forEach(function(e){\n  e.addEventListener(\"click\", function(){\n\n    if (e.classList.contains(\"collapsed\")){\n      var h = e.scrollHeight;\n      \n      document.getElementById(\"content\").style.marginBottom = (h - e.getBoundingClientRect().top) + \"px\";\n\n      e.style.height = h + \"px\";\n      e.classList.remove(\"collapsed\");\n      \n      e.scrollIntoView();\n\n      setInterval(function(){ \n        document.getElementById(\"content\").style.marginBottom = \"0px\";\n      }, 510);\n\n    } else {\n      e.classList.add(\"collapsed\");\n      e.style.height = \"\";\n    }\n  });\n});\n<\/script>\n\n\n\n<p class=\"verb-buttons\" style=\"margin-top: 0; margin-bottom: 0;\">\n<!--<a href=\"#Explore\" class=\"verb-button\"><span class=\"verb\">EXPLORE<\/span>the Audience segments below<\/a>-->\n<a href=\"\/reports\/audience-research\" class=\"verb-button\"><span class=\"verb\">READ<\/span>the Audience Research report to learn about values-based audience segmentation<\/a>\n<a href=\"\/quiz\" target=\"_blank\" class=\"verb-button\" rel=\"noopener noreferrer\"><span class=\"verb\">TAKE<\/span>the quiz to learn which audience group you belong to<\/a>\n<a href=\"\/story-platform\" class=\"verb-button\"><span class=\"verb\">EXPLORE<\/span>the Story Platform<\/a>\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The first step in any culture change strategy is knowing who we are talking to and who we should be reaching. Audience segmentation is a strategic tool that provides insight into who is with us and who we can reach and persuade. Segmentation sometimes tempts us to customize a narrative for each audience. But that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4443,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-4696","page","type-page","status-publish","has-post-thumbnail","hentry","entry"],"_links":{"self":[{"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=\/wp\/v2\/pages\/4696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4696"}],"version-history":[{"count":0,"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=\/wp\/v2\/pages\/4696\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=\/wp\/v2\/media\/4443"}],"wp:attachment":[{"href":"https:\/\/www.storyatscale.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}