We are a group looking to attract those opposed to the United States Patient Protection and Affordable Care Act, sometimes called "Obamacare", to our website which will help them channel their political opposition in a useful way.
We realize that some people may disagree with the political opinion expressed in this brief and on our website, but our goal is to help people express their opinion in a peaceful and constructive way. We hope that any difference of political opinion will not prevent designers from thinking creatively about how to address our target audience.
Our audience is US citizens that are concerned about the new healthcare bill passed in March 2010. They are likely to be older males, who vote for the Republican party, watch Fox News, and are fans of personalities like Rush Limbaugh and Sarah Palin. Our audience are likely to be sympathetic to the "tea party" movement, which has become a powerful political force in US politics over the past 18 months.
We require ads of size 300x250 pixels, and 728x90 pixels.
They should be no more than 50 kilobytes when exported in png, gif, or jpeg format (it needs only to be less than 50k in one of these formats). THIS IS A STRICT REQUIREMENT, THE ADS ARE USELESS TO US IF THEY ARE LARGER THAN 50K. The ad should be provocative, but not offensive.
We also require the original files used to make the ads so that we can easily make minor modifications, for example, the original illustrator files if this is the tool used.
You are welcome to propose your own copy, but examples of appropriate text would be:
"Say No to Obamacare!"
"Say No to Socialism!"
"Click here to fight Obamacare"
"Say no to government control of healthcare"
Remember, our goal is to get people to click on the ad, so it should definitely have some kind of call to action to click.
You can get a feel for how we have approached this from a design perspective by looking at our website http://fightobamacare.org/, but please don't be constrained by this.