The Department of Homeland Security (DHS) has bypassed the usual competitive bidding procedures in awarding two Republican-aligned firms the first phase of a $200 million advertising campaign. This initiative is designed to praise President Donald Trump for his stringent approach to illegal immigration control. In reports shared with various news outlets, DHS initially claimed that the campaign was subjected to a “competitive procurement process.” However, a federal document released recently indicated that Trump’s national emergency declaration at the U.S.-Mexico border created an “unusual and compelling urgency,” justifying the decision to skip the standard bidding process.
The advertisements prominently feature Homeland Security Secretary Kristi Noem, who is shown in a blue suit with a backdrop of American flags, expressing gratitude to Trump. The ads blend campaign-like scenes of Trump signing executive orders and on Air Force One with videos of large groups of migrants crossing the Rio Grande and police with blaring sirens.
In one of the videos, Noem warns immigrants about deportation if they are in the U.S. illegally. “If you are here illegally, we will find you and deport you. You will never return,” she states.
The firms that secured the contract include People Who Think, LLC, associated with Jay Connaughton, a Louisiana political consultant and former media advisor for Trump’s 2016 campaign. Connaughton was reportedly involved as recently as October 2023 in the Louisiana gubernatorial campaign with former Trump campaign manager Corey Lewandowski. Lewandowski, who has advised Noem since her tenure as South Dakota governor, mentioned Connaughton in a recent post on social media as part of the team supporting Jeff Landry.
Another firm involved is Safe America Media, LLC, incorporated in Delaware shortly before the contract solicitation, with connections to Republican consultant Mike McElwain. Safe America Media has already received $16 million for the ad placement.
Both Connaughton and McElwain have not commented on this development. Nevertheless, DHS still deemed the process competitive, asserting in a statement that multiple companies vied to provide the best service, product, and price for taxpayers, resulting in contracts for Safe America Media and People Who Think. They also stressed that several career government officials oversaw the procurement process.
According to the federal contracting database, “DHS requires an immediate domestic and international campaign to urge illegal aliens within the U.S. and its territories to leave immediately and deter illegal immigration.” The department evaluated industry publications and vendors focused on specific media and advertising services, ultimately narrowing the list to four companies ready to begin immediately.
The document emphasizes, “Any delay in relaying these crucial communications to the public will enhance the spread of misinformation.”
Secretary Noem recounted the campaign’s background at the Conservative Political Action Conference, mentioning how she initially suggested more news conferences to update the public on immigration actions. However, Trump insisted on ads to highlight their efforts, instructing Noem to thank him for closing the border in the first ad.
Data from ad-tracking firm AdImpact reveals that most of the campaign’s airtime has been reserved for English-language TV stations, with over $2 million spent, compared to $360,000 on Spanish-language outlets. The ads have been aired extensively in cities like Phoenix, Boston, Los Angeles, New York, and Dallas, and on Fox News in major markets, particularly in Washington and Philadelphia.
