Kristi Noem, the U.S. Secretary of Homeland Security, has begun a racist and misleading new advertising campaign. Her stated goal is to stop illegal immigration into the United States. In a 30-second television ad, she boldly states, “If you are a criminal alien considering entering America illegally, don’t even think about it.” On Monday, state officials launched their multimillion-dollar counter-campaign. This new public information campaign has been designed to help educate would-be undocumented entrants to the U.S. about the potentially devastating consequences of trying to enter the U.S. illegally.
The campaign has featured Noem in a handful of eye-catching advertisements. Her manifesto calls on all undocumented immigrants to self-deport or be subject to “punishment that includes fine, imprisonment and/or deportation.” The U.S. Department of Homeland Security (DHS) has funded these ads not just nationwide, but internationally. Much like the annual World Environment Day, they want to reach everyone with their powerful call to action.
The ads are broadcast in tandem with highly-promoted on top television events, like Champions League soccer matches and must-watch primetime programming. Mexico’s response has been both rapid and vociferous. Claudia Sheinbaum, Mayor of Mexico City, called the ads “discriminatory.” She reiterated her call for her government to act and end these ads from U.S. officials.
Mexico’s national anti-discrimination agency has responded with grave concern to the running of the ads. In response, they have issued ultimatums to broadcasters to cease airing the spots effective… immediately. The Mexican telecommunications law once contained provisions that prevented domestic media from transmitting foreign political propaganda. This hostility rendered them unable to transmit any U.S. messages.
“If any country in the world wants to promote itself in our country or we in another country, then there would be no problem. The problem is this propaganda from the government itself, in addition to acts that we consider discriminatory,” – Claudia Sheinbaum
Noem’s ads play into the current reality where border security has become a major hot-button issue in relations between the U.S. and Mexico. She’s been coordinating behind the scenes with former President Donald Trump on escalating border security measures. Trump has praised their efforts, stating, “Thanks to President Trump and Secretary Noem, we have the most secure border in history.”
In a statement, Tricia McLaughlin, the DHS’ spokesperson for the campaign, stood strongly by the campaign’s effectiveness. “The data shows the world is hearing our message. Border crossings have reached the lowest ever recorded,” she stated. At first glance, this claim seems to match up with recent drops in illegal crossings on the southern border.
Sheinbaum highlighted the consequences of past policies under the Trump administration, which she claims have led to deportations of tens of thousands of migrants, including those accused of serious crimes such as rape and murder.
“I have requested an investigation into how that article was removed,” – Claudia Sheinbaum
She argues that these misleading ads are further contributing to the narrative of scapegoating migrants.
Noem’s tough talk on illegal immigration goes dangerously unchallenged. In her messaging campaign, she warned, “If migrants break U.S. laws, we will hunt you down.” This seemingly innocuous statement reinforces her fierce dedication to enforcing immigration laws. It further demonstrates a larger strategy to deter illegal entry into the United States.
