Despite the growing popularity of crafting, many people remain unaware of the strong sense of community and creative fulfilment it can offer. We worked with Sidar/Rowan to address this by using broadcast interviews to inspire wider public engagement with knitting and crocheting, showcasing them not only as enjoyable pastimes but also as opportunities for connection. Through raising awareness of their high-quality yarns and designer-led patterns—alongside promoting Rowan Connect, their digital hub for workshops and tutorials—we helped foster a more inclusive and inspired crafting community.