The target audience for my project was European women of ages 20-30 years old who enjoy knitting. Stitch & Bitch groups are formed (typically) of females who have one common interest in knitting and bitching. This viral advertising campaign includes an informational handbill flyer, a Stitch & Bitch Kit (includes needle, yarn,
pattern template, instructions, and group information).

A website with information about S&B was also created to connect group globally. Flyers and stitch kits would be available for free at local book stores, coffee shops, and craft stores.