DHS Secretary’s Million-Dollar Ad Blitz: Did Trump Know?
A significant controversy has erupted within the Department of Homeland Security (DHS) concerning a costly advertising campaign championed by former Secretary Kristi Noem. The campaign, reportedly costing a staggering $200 million, is now at the centre of claims that President Donald Trump was fully aware of its existence and scale, directly contradicting the President’s own statements. This revelation comes on the heels of Noem’s dismissal from her DHS role earlier this month, with the ad spending cited as a major contributing factor.
The controversial commercials, which began airing last year, were designed to convey a strong message about border security. One particularly striking advertisement featured Noem on horseback, positioned near the iconic Mount Rushmore, issuing a stern warning to potential illegal immigrants to stay away. The sheer magnitude of the advertising blitz, described as one of the most expensive government campaigns in history, has drawn considerable scrutiny and bipartisan concern.
The President’s Denial and Noem’s Counter-Claims
Following Noem’s dismissal from DHS on March 5th, an unnamed senior administration official informed NBC News that the expensive ad campaign played a pivotal role in the decision. This was reportedly in conjunction with Noem’s handling of the Minnesota immigration crackdown and alleged disputes with other government agencies.
However, President Trump himself has publicly stated his lack of awareness regarding the substantial expenditure. He was quoted as saying, “I wasn’t thrilled with it. I spent less money than that to become president. I didn’t know about it.” This assertion has been directly challenged by Noem. During congressional hearings held prior to her termination, Noem reportedly told lawmakers that the President, a billionaire businessman, had been fully briefed on her department’s extensive promotional efforts.
New Reports Emerge Backing Noem
In the wake of these conflicting accounts, multiple individuals have reportedly come forward to corroborate Noem’s version of events. These sources, described as being close to the administration, have spoken to The Daily Beast, asserting that Trump was indeed briefed on the DHS advertisements and was actively involved in their development. This directly contradicts the President’s public statements.
One source was quoted as saying that the President “knew about the campaign and wanted it to happen.” The significant financial outlay has also raised questions about the allocation of funds. A senior DHS official expressed this concern to The Daily Beast, stating, “The big question we are all asking is where did that money go?” The official further indicated a willingness for a comprehensive audit, adding, “We would be happy to have a full audit on this tomorrow, going into every single penny of the award, including where it went.” The official also suggested that DHS personnel would be amenable to turning over financial records, but stressed that such a move would require White House approval.
Contract Controversies and Allegations of Cronyism
Further complicating matters are allegations surrounding the awarding of contracts for the ad campaign. Reports suggest that contracts were awarded to a select group of companies with alleged ties to Noem and a senior adviser.
One company, Safe America Media, reportedly received at least $16 million for its role in the campaign. According to The Associated Press, this firm was established by GOP operative Mike McElwain mere days before the lucrative contract was awarded. Further investigation by The Daily Beast revealed that McElwain’s long-time business partner, Pat McCarthy, has connections to several of the President’s close aides.
Evidence suggests that the White House was aware of Safe America Media’s potential involvement. In February 2025, the outlet reported that the White House had ordered that Safe America Media “be considered” for the DHS ad campaign and subsequently approved the firm once it was selected.
When approached for comment, a White House spokesperson stated, “Contracts are awarded by individual agencies. The White House has no involvement in an agency’s contract decisions.”
The Independent has made efforts to obtain comments from both DHS and the White House, and has also attempted to reach Kristi Noem directly.
Noem’s Consistent Narrative: Trump’s Idea?
Kristi Noem has maintained a consistent stance regarding the advertising campaign. In a resurfaced interview from February 2025, she claimed that the multi-million dollar initiative was, in fact, the President’s own idea. According to Noem, the President instructed her, “I want you to do those [ads] for the border. I want you to do those everywhere, not just in the United States, but I want them around the world.” When she inquired if he wished to be featured in the ads, Noem recounted that Trump responded, “nope, nope. I want you to do them.”
Since her departure from DHS, the former South Dakota governor has not publicly criticised the administration. However, an unnamed official speaking to The Daily Caller suggested that Noem felt she had been “thrown under the bus.”
Adding to the political fallout, several Democratic lawmakers have reportedly referred Noem to the Department of Justice for a perjury investigation. They contend that she “misled” Congress about the advertisements in a “brazen” attempt to evade accountability.
