The Democratic National Committee is launching its first paid media campaign attacking former President Donald Trump and his vice presidential pick, Sen. J.D. Vance (R-OH), over Project 2025.

The media campaign, which will focus on Project 2025, a conservative agenda platform proposal spearheaded by the Heritage Foundation, comes after calls from both sides of the aisle to tone down political rhetoric. It will include 16 new billboards and one mobile billboard in the Milwaukee area, where the Republican National Convention is being held.