A conservative-led group launched a $15 million ad push calling “Sticker Shock Summer” to argue that the Trump administration’s tariff and other policy choices have driven up everyday costs—moving the fight from Washington to bus stops and billboards across 16
When summer usually arrives with the promise of road trips and cookouts, a conservative-led group says many Americans are being met by a different kind of bill.
On Monday morning. the group Home Of The Brave kicked off a $15 million ad blitz. positioning its “Sticker Shock Summer” initiative as a direct warning about rising prices. In a press release. the group said the effort is meant 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.”.
The campaign also tries to convert that message into action. The group said it aims to “turn Americans’ hopelessness into action by calling on lawmakers in Congress and the administration to pursue reforms that bring costs down.”
Home Of The Brave says it is built for that moment—the season it describes as “supposed to be a season of vacations. barbecues. road trips. and a little breathing room.” The problem. the group argues. is that for “millions of Americans. ” the price of “summer fun has gone up.” It points to what it calls a broad squeeze on household budgets. citing gas. flights. hotels. restaurants. groceries. electricity. and “everyday seasonal items” as more expensive.
The group links those costs to a specific list of policy drivers: “the administration’s policy choices,” along with “tariffs, war in Iran, One Big Beautiful Bill Act, and other policies.”
The rollout is designed in phases. The initial phase will invest $1 million in hundreds of billboards across 16 states. Alongside that outdoor push, the group says a raft of online ads will run on digital platforms nationwide.
Home Of The Brave launched in June 2025. Its board includes multiple anti-Trump Republicans and conservatives, giving the campaign a pointed political edge even as it frames the argument in everyday terms—what people pay at the pump, at the grocery store, and when the calendar calls for travel.
Home Of The Brave Sticker Shock Summer $15 million blitz tariffs war in Iran One Big Beautiful Bill Act affordability crisis billboards 16 states