GOP-Linked Firms Secure $200M DHS Contract for Trump Ads \ Newslooks \ Washington DC \ Mary Sidiqi \ Evening Edition \ The Department of Homeland Security (DHS) bypassed a full competitive bidding process to award the first phase of a $200 million ad campaign praising President Trump’s immigration policies. The contract went to two Republican-connected firms, raising concerns over political favoritism. Homeland Security Secretary Kristi Noem appears in the ads, warning migrants of deportation.
DHS Awards Immigration Ad Contract Without Full Bidding: Quick Looks
- No Full Bidding: DHS bypassed normal procurement rules, citing a border emergency as justification.
- Republican-Linked Firms Chosen: Contracts awarded to People Who Think, LLC and Safe America Media, LLC, both connected to GOP strategists.
- Trump Praised in Ads: Campaign features Kristi Noem thanking Trump and showing border crackdowns.
- $200 Million in Ad Spending: Initial contracts already total $16 million, with more to come.
- Ads Target U.S. & International Audiences: Designed to deter illegal immigration and promote Trump’s border policies.
- Spanish-Language Spending Lags: English-language ads received $2 million, while Spanish ads received only $360,000.
- Major TV Markets Targeted: Ads airing in Phoenix, New York, Los Angeles, Dallas, and Boston.
- Ethical Concerns Raised: Critics argue the process benefits Trump’s re-election efforts using federal resources.
Deep Look
The U.S. Department of Homeland Security (DHS) has come under scrutiny after skipping a fully competitive bidding process to award the first phase of a $200 million advertising campaign that highlights President Donald Trump’s immigration crackdown.
The contracts were given to two Republican-connected firms, a move that has drawn questions about political favoritism and the administration’s use of federal resources for campaign-style promotions.
DHS Cites ‘Border Emergency’ to Justify No-Bid Process
While DHS originally claimed that the ad campaign underwent a “competitive procurement process”, new federal documents reveal that the agency bypassed traditional bidding rules.
According to a Friday filing on a federal contracting database, the department used an “unusual and compelling urgency” clause to justify the limited competition, pointing to Trump’s national emergency declaration at the U.S.-Mexico border.
The document states:
“DHS requires an immediate domestic and international campaign to direct illegal aliens within the U.S. and its territories to leave immediately, and to discourage illegal immigration into the country.”
Federal procurement rules allow agencies to bypass competitive bidding in urgent situations, but critics argue that this exemption has been politicized to fast-track pro-Trump messaging.
Who Got the Contracts? Republican-Linked Firms
Two firms were selected for the lucrative ad campaign:
People Who Think, LLC – Owned by Jay Connaughton, a Louisiana-based political consultant who worked as a media adviser for Trump’s 2016 campaign.
- Connaughton has ties to Corey Lewandowski, Trump’s former campaign manager and a longtime Kristi Noem adviser.
- He previously worked on Jeff Landry’s campaign for Louisiana governor.
Safe America Media, LLC – A newly formed company incorporated in Delaware just days before the DHS contract was awarded.
- The firm’s address is linked to Republican strategist Mike McElwain.
- Safe America Media has already been paid $16 million for ad placements.
Neither Connaughton nor McElwain responded to requests for comment.
The Pro-Trump Ads: Messaging and Content
The ad campaign prominently features Homeland Security Secretary Kristi Noem, a close Trump ally, thanking the president for his immigration policies.
Ad Content Includes:
- Noem in a blue suit standing before American flags, warning migrants of deportation.
- Footage of Trump signing executive orders and flying on Air Force One.
- Clips of large groups of migrants crossing the Rio Grande, accompanied by police sirens.
Noem’s Warning to Immigrants in the Ad:
“If you are here illegally, we will find you and deport you. You will never return.”
Trump’s Role in the Ads
Kristi Noem revealed that Trump personally directed the campaign’s messaging. Speaking at the Conservative Political Action Conference (CPAC), she explained:
“Trump asked for ads ‘to make sure the American people know the truth of what you’re doing.’”
She added:
“But he said, ‘I want the first ad, I want you to thank me. I want you to thank me for closing the border.’ I said, ‘Yes, sir. I will thank you for closing the border.’”
This direct involvement raises concerns that the campaign serves Trump’s re-election narrative rather than DHS’s stated mission of public information.
Where Are the Ads Running?
The ad placements favor English-language audiences, with Spanish-language outreach significantly lagging:
- $2 million spent on English-language TV ads.
- $360,000 spent on Spanish-language TV ads.
Key Markets for Ad Airings:
- Phoenix, Boston, Los Angeles, New York, Dallas
- Fox News in major cities like Washington and Philadelphia
These placements align with conservative media viewership, suggesting a politically targeted messaging approach.
Ethical and Legal Concerns
Critics argue that the DHS-funded ads resemble campaign materials, raising questions about the proper use of taxpayer dollars.
Concerns Raised by Ethics Experts:
- Use of government funds to promote Trump’s political agenda.
- Lack of transparency in the contract award process.
- Questionable legality of using an “emergency” clause to fast-track politically connected firms.
Past Legal Precedent:
Federal law prohibits government agencies from using public funds for “publicity or propaganda” that promotes a political candidate or party.
Final Thoughts
The DHS ad campaign presents a concerning case of government resources being used for political messaging, with Trump’s direct involvement further blurring the line between public service announcements and election campaigning.
With $200 million at stake, calls for greater oversight may intensify, especially as Congress and watchdog organizations examine the bypassing of competitive bidding rules.
As election season heats up, the intersection of federal resources, political influence, and immigration policy will remain a contentious issue.
GOP-Linked Firms
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