How to use the consumer activism feature, Aware, of MOFFAS
Support for consumer activism is a big part of the latest Panta Rhei upgrade. It symbolizes consumer empowerment and emphasizes the importance of corporate social responsibilities. In this tutorial, we will learn how to take advantage of this new feature to take a stand for something you care about in the age of e-commerce (because holding a banner in front of a supermarket is probably not enough anymore). It’s worth mentioning that this feature was rushed out and introduced earlier than originally planned due to the war in Ukraine. We feel this is the best (and likely the only effective) way for us to do something slightly meaningful. For the same reason, we are also preparing to publish the extension in the European markets.
Aware Program (Lova)
We built the consumer activism feature into Aware, part of Lova, which we will introduce another time. It can be accessed from the main view in the extension.
From the Aware window, you can choose cases to subscribe to. Cases are lists of information that are constructed around specific topics or themes. Some cases are labeled explicitly as boycott or support material while others can be neutral and generic information. At the moment, in order to prevent abuse, only members with high clearance can publish their own lists (with explanations). However, we do welcome all members to submit ideas for Brahms to incorporate them into the database. We are also working on a better algorithm to generate fact-based lists that support multi-degree connections (e.g., a subsidiary of a subsidiary of something you love or hate).
After you subscribe to a case, your extension will notify you whenever you come across something on the Internet that meets the criteria (you’ll see a fist emoji ✊). For now, we are only scanning heading sections of webpages (in most cases, these are the product titles). As Robbie gets smarter, we are expecting to expand the scope. The matching will not be 100% as some brand names are not uniquely identifiable and website designs vary from one to another.
Let's see how it works in action. For example, we want to see how Poland Spring, a Nestle company, is doing on Amazon.
Great - we already see the fists rising up. Now we go into individual pages, where our feature works the best since most websites do not use h1 or h2 tags for list item titles (Amazon here is an exception).
What does this fist do? Ha, it does a little more than just “being there” and showing some spirit. First, hover on the fist and we will show you why you are seeing this badge (hey, because you subscribe to the Nestle case! That's the whole point of calling this feature "aware" - people often lose track of who's who and what's what).
Click on the fist and find out what it actually does (graphic content warning ⚠️ #nsfw lol).
The two buttons are pretty self-explanatory. Choose your response and act on it. By the way, we will give a couple more emoji options in the next update.
After you express yourself, the response is recorded and a signature will be sent to our public registry (please note that the response box will show up only once per refresh). To protect your privacy, by default, the signature to be used is your Robbie’s uid/alias. If you want to put your name on it, sure, change it in the panel (click the button that says "Switch to XXX"). Only one signature per user is recognized per URL.
While most activities are done through the extension and, soon, the mobile apps, we do have a place for your activism on the main website. Although the Square is designed to also feature other types of events, it is reserved now for the Aware program because of the aforementioned reason. 🌻
Use keyboard or mouse wheel to navigate. Press Enter or click on a file to go to its profile page. You can see the signatures here and each signature also links back to the page where it is left. As more signatures come in, we will upgrade the visual effects to reflect volumes on brand pages. These individual profiles can also contain detailed information regarding the reasons for boycott/support/awareness and display a report generated by the Mill.
Your voice matters. We want to help you amplify that.