"Vegan is the New Black" is an ethical intervention for Doc Martens—while they do sell vegan products, they are not advertised heavily enough on their website. My solution to this issue was to create a website campaign which provides awareness to the consumer about what the company offers, as well as pushes them to reflect on their own values, and how their choices reflect those values. I accomplished this by creating an interactive experience—a reflective questionnaire, followed by statistics of how others answered these questions. I also paired this campaign with a package design, which acts as a method of post-purchase gratification.