The U.S. Department of Homeland Security (DHS) has launched a high-profile multimillion-dollar advertising campaign aimed at discouraging migrants from entering the United States illegally. The campaign, which features both domestic and international versions, delivers a strong message emphasizing strict border enforcement and the consequences of unauthorized entry. The ads will be aired across various platforms, including television, radio, digital media, and social networks, to reach migrants already in the U.S. as well as those planning to cross the border.
DHS Secretary Kristi Noem is the central figure in the domestic version of the ad, where she praises President Donald Trump for his efforts to secure the border and enforce immigration laws. In the ad, she warns that migrants who enter illegally will be found and deported, declaring that “criminals are not welcome in the United States.” Noem further states that those who leave voluntarily might have an opportunity to return legally in the future. The ad aims to reinforce the administration’s firm stance on border security and deter illegal crossings.
The international version of the ad carries a similarly stern message, warning migrants against attempting to enter the U.S. illegally. It explicitly states that those who are caught will be “caught and removed” without any chance of staying. Noem, speaking on behalf of the Trump administration, delivers a clear warning: “If you are thinking of entering America illegally, don’t even think about it.” This version is specifically targeted at potential migrants in Latin America, Africa, and other regions from which many asylum seekers originate.
The DHS has ensured that the campaign reaches a broad audience by using a hyper-targeted approach. In addition to traditional media platforms, the ads will be distributed through social media, text messages, and digital channels to directly engage migrants, including those already in the U.S. The campaign seeks to dismantle any misconceptions about the ease of entering and staying in the country without legal authorization. By delivering its message in multiple languages and dialects, the DHS aims to make its warnings clear and accessible to a global audience.
A key aspect of the campaign is its emphasis on deterring criminal elements from attempting to cross the border. Noem’s message in the ad makes it clear that individuals with criminal backgrounds will be actively pursued and deported. This aligns with recent policy shifts under the Trump administration, which have focused on stricter border control measures, faster deportation processes, and the expansion of detention facilities. The administration has repeatedly stated that border security is a top priority and that illegal immigration poses risks to national security and public safety.
The campaign comes at a time when the U.S. is experiencing a surge in migrant arrivals at its southern border. Border officials have reported an increase in unauthorized crossings, leading to overcrowded detention centers and strained resources. The Biden administration had previously implemented more lenient immigration policies, but the Trump administration has reversed many of those measures, opting for a more aggressive enforcement strategy. The new ad campaign is part of a broader effort to reinforce the administration’s tough stance on illegal immigration.
The DHS campaign has already sparked reactions from immigration advocates, who argue that such messaging may instill fear among migrants, including those seeking asylum due to threats of violence or persecution in their home countries. Critics also question whether deterrence campaigns are effective, pointing to past efforts that have failed to significantly reduce the number of migrants arriving at the border. However, the Trump administration insists that strict enforcement and strong messaging are necessary to maintain border security and discourage illegal migration.
With the ads set to run across multiple regions and media platforms, the impact of the campaign remains to be seen. While the administration hopes that the warnings will reduce the number of illegal crossings, immigration experts suggest that economic hardships, political instability, and violence in migrants’ home countries will continue to drive people toward the U.S. Despite the controversy, the DHS remains committed to its messaging, reinforcing its stance that illegal entry will result in swift deportation and legal consequences.