The Department of Homeland Security has initiated a multi-million dollar advertising campaign targeting individuals considering illegal entry to the United States. Secretary Kristi Noem delivered a blunt message in domestic ads airing since February 2025:
'Criminal aliens entering America illegally will be hunted down and permanently barred from returning.'
Two distinct ad versions have been deployed across 12 countries and U.S. regions. The domestic campaign features Noem praising former President Trump's border strategy, while international spots emphasize 'caught and removed' consequences for violators. Both versions will utilize hyper-targeted digital distribution, including:
- Geo-fenced social media ads
- Translated radio broadcasts
- Text message alerts
Department officials confirmed ads will run in multiple dialects, with specific messaging for different migration corridors. 'This campaign highlights immigration options and penalties with unprecedented precision,' a DHS spokesperson told reporters.
Policy analysts note the timing coincides with:
• Recent termination of Temporary Protected Status for 350,000 Venezuelans
• February 2025 workforce reductions removing 405 DHS positions
• Ongoing debates about border wall completion rates
The domestic ad script repeats Trump's 'America First' mantra, urging undocumented immigrants to self-deport for potential legal re-entry opportunities. International versions focus on physical border enforcement improvements and biometric screening systems.
'Break our laws and you'll find consequences. Respect them and you'll find opportunity,'Noem states in both campaign variations.
Controversy surrounds the ads' psychological tactics, particularly their use of fear-based messaging targeting migrant communities. Immigration advocates argue the campaign oversimplifies complex migration patterns, while security analysts praise its focus on criminal migrant deterrence.
With $14.6 million allocated to media buys through 2026, this represents DHS's largest public communication investment since 2018. Tracking data suggests specific U.S. regions will receive intensified messaging about workplace raids and visa overstay penalties.