The U.S. Department of Homeland Security (DHS) has unveiled a new advertising campaign aimed at encouraging undocumented immigrants to voluntarily leave the United States, while also warning against unlawful entry. The campaign will be distributed through television, radio, and digital platforms both domestically and internationally.
DHS Secretary Kristi Noem announced the initiative, emphasizing the administration’s stance on immigration enforcement.
“President Trump has a clear message for those that are in our country illegally: Leave now. If you don’t, we will find you and we will deport you. You will never return,” Noem stated in a domestic ad.
The campaign’s messaging also highlights perceived risks associated with illegal immigration. Noem attributed previous border policies to increases in drug trafficking, human trafficking, and violent crime, stating,
“For too long, weak politicians left our borders wide open… Those days are over.”
The campaign extends beyond U.S. borders, with targeted messaging to deter potential migrants from attempting unlawful entry. In an international advertisement that will be broadcasted across several platforms, in several countries, languages, and dialects, Noem issued a direct warning:
“If you are considering entering America illegally, don’t even think about it… If you come to our country and break our laws, we will hunt you down. Criminals are not welcome in the United States.”
The international messaging reiterates the administration’s commitment to border enforcement, with Noem stating,
“If you try to enter illegally, you will be caught, you will be removed, and you will never return.”
DHS officials say the campaign reflects the administration’s broader push for stricter border policies, with an emphasis on deterring unauthorized crossings and removing individuals residing in the U.S. without legal status.
The campaign is expected to draw varied reactions from immigration advocates, policymakers, and the public. DHS has not disclosed the total budget for the initiative or how it will measure its effectiveness. The ads are set to air over the coming months as part of the administration’s broader immigration enforcement efforts.
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