Overview

• AdImpact data shows DHS has spent at least $51 million on these immigration enforcement ads in 2025, topping all other campaigns this year.
• Spots feature Secretary Kristi Noem delivering self-deportation messages and multiple ads that say, “Thank you, President Donald J. Trump for securing our border and putting America first.”
• The work stems from a February award to People Who Think and Safe America Media under an “unusual and compelling urgency” justification for a contract worth up to $200 million.
• Vendor records show political ties, including prior work for Trump allies, and reporting notes Safe America Media formed its LLC shortly before the award became public.
• The ads run nationally on TV and online, with about $9 million on Fox News and digital targeting of Spanish speakers and users interested in Mexican cultural topics, while ICE separately spends about $10 million on recruitment advertising.