The American Homebrewers Association (AHA), looking to increase their membership roles, needed a bold way to attract new members. The rise of DIY'ers made the choice of focusing on hobbies an easy one. The ad ran in homebrewing and craft beer publications such as, Beer Advocate and Brew Your Own, where the reader is generally immersed in beer images. To attract the reader's attention this simple ad uses objects the reader wouldn't ordinarily expect, e.g. knitting. The AHA makes it clear that their hobby is simply better. The hashtag, #choosetohomebrew, was used on digital and print collateral.