A conservative-led group on Monday morning launched a $15 million blitz aimed at highlighting how Donald Trump is making everyday life more expensive for millions of Americans.
Sticker Shock Summer Initiative
Home Of The Brave’s “Sticker Shock Summer” initiative seeks to “educate Americans on how the administration’s tariffs, war in Iran, One Big Beautiful Bill Act, and other policies have directly contributed to the affordability crisis,” according to a press release.
The group, which launched in June 2025 with multiple anti-Trump Republicans and conservatives on its board, also wants to turn Americans’ “hopelessness into action by calling on lawmakers in Congress and the administration to pursue reforms that bring costs down.”
Campaign Focus
The campaign “will center on a simple reality: Summer is supposed to be a season of vacations, barbecues, road trips, and a little breathing room,” it stated. “But for millions of Americans, the cost of summer fun has gone up. Gas, flights, hotels, restaurants, groceries, electricity, and everyday seasonal items are all more expensive — and the Trump administration’s policy choices are a major reason why.”
The initial phase of the campaign will invest $1 million in hundreds of billboards across 16 states. A raft of online ads will also run on digital platforms nationwide. They will overall seek to expose how Trump’s policies have raised costs, including those of summer vacations.
One spot spoofs the “rollback” ads made famous by retailers in the 1990s, while another features man-on-the-street interviews with frustrated Americans.
