The faux video ad

Nonprofit firm Families USA has launched a Blogads campaign responding to Bush's veto of a US$ 35 billion increase for the State Children's Health Insurance Program yesterday.

The ads are unusual, presenting blog readers with a screengrab from a :30 video ad Families USA worked to produce surrounded by a faux video player. Clicking brings users to the Families USA site where they can watch the video ad and learn more about the campaign. Users can then sign a petition and contact their Congressional representatives asking them to override the video or send the bill back to Bush, according to ClickZ.

The ads are crafty, considering that blog readers tend to be "content addicts." Instead of a donation or petition page, users are instead given a story to bite into.

Faux video is also strategically aligned with a recent study that found users were more likely to click on a video player than an image.

Families USA worked with MSHC Partners to implement the campaign. In its first week, 8 million impressions will run on 14 political blogs, including Crooks and Liars, Political Wire and Democratic Underground.