This report is about audience research for a diverse set of audiences. There are six Story at Scale audience profiles created from a survey of more than 6,000 people and enriched with cultural and qualitative research. The profiles are not about demographics, ideology, political issues, or even gender justice; they are about how our audiences experience gender in their everyday lives.

Story at Scale produced and tested twelve videos based on the story platform—the core narrative that will help us change the culture and achieve gender justice—using the six story pillars that arose out of the platform to support particular areas of storytelling. Our goal was to create content that worked for Kids First and For the Win, two persuadable audiences identified through the Story at Scale audience segmentation process.