TOP 09 was founded by Miroslav Kalousek in June 2009. Karel Schwarzenberg was elected leader of the new party, and they entered a partnership with Mayors and Independents. TOP 09 decided to target conservative voters and began raising funds for their campaign, which was launched on 27 April 2010. Schwarzenberg promised a fight against corruption, healthcare reform, and moral renewal of the country. The party also attacked Public Affairs. The campaign, closely inspired by Barack Obama's 2008 campaign, featured billboards using the slogan "more than you think".