DHS Awards $200 Million Ad Campaign Amid Controversy
The U.S. Department of Homeland Security (DHS) has come under scrutiny for its decision to forgo a traditional competitive bidding process when awarding contracts for a significant television advertising campaign valued at $200 million. This campaign aims to highlight President Trump’s stance on illegal immigration.
Background on the Ad Campaign
Last month, DHS communicated that it had executed a “competitive procurement process” for this advertising initiative. However, a recently released federal document reveals that the department justified its bypassing of the customary bidding procedure by citing President Trump’s national emergency declaration regarding the U.S.-Mexico border. This declaration was deemed a situation of “unusual and compelling urgency,” allowing DHS to expedite its contract awards.
The campaign features Homeland Security Secretary Kristi Noem, prominently positioned against a backdrop of American flags, expressing gratitude to Trump for his immigration policies. The ads juxtapose images of Trump signing executive orders and flying on Air Force One with footage of migrant groups at the U.S. border, aiming to invoke a strong narrative on immigration enforcement.
Contract Recipients and Projected Reach
Two firms were selected to execute the campaign: People Who Think, LLC, and Safe America Media, LLC. People Who Think is owned by Jay Connaughton, a political consultant with ties to the Trump campaign since 2016. Recently, Connaughton has also collaborated with notable political figures such as former campaign manager Corey Lewandowski. The second firm, Safe America Media, was established shortly before the bidding process and operates from a property owned by Republican consultant Mike McElwain. This firm has already received $16 million of the total budget for the ad campaign.
DHS’s Defense of the Process
DHS continues to assert the legitimacy of its contracting approach. In a statement to the Associated Press, the department maintained that there was a competitive process involving various companies vying for the contract. They emphasized that the initiative’s urgency warranted swift action to combat misinformation and promote compliance with immigration laws.
“Following a competitive process with multiple companies competing to deliver the best service, product, and price for American taxpayers, Safe America Media and People Who Think both earned a shared contract for this targeted national and international campaign,” a DHS spokesperson stated.
Advertising Tactics and Target Audience
In the ads, Secretary Noem delivers an assertive warning to undocumented immigrants, urging them to leave the U.S. or refrain from entering. “If you are here illegally, we will find you and deport you. You will never return,” she asserts in one ad. The campaign predominantly targets English-speaking viewers, having invested over $2 million in English-language television advertising compared to just $360,000 in Spanish-language outlets, according to data from AdImpact. Major urban areas like Phoenix, Boston, Los Angeles, New York, and Dallas have seen the most airtime for these ads, which also feature prominently on Fox News in key markets.
Political Implications and Future Developments
During a recent address at the Conservative Political Action Conference, Noem described the origins of the ad campaign. She noted that the initiative had been suggested to ensure consistent communication about immigration issues, specifically highlighting Trump’s focus on public acknowledgment of his border policies.
As the campaign unfolds, its implications on public perception and political messaging surrounding immigration will undoubtedly continue to be a topic of discussion. With the unique nature of this contract awarded in a politically charged environment, observers will be keen to evaluate both its effectiveness and the response it garners from diverse communities across the nation.
Byron Tau contributed to this report from the Associated Press.
