Controversial $220M DHS Ad Campaign Under Senate Probe for No-Bid Contract and Taxpayer Fund Concerns

The Department of Homeland Security's controversial $220 million ad campaign, spearheaded by former Secretary Kristi Noem, has come under intense scrutiny after Senate Democrats released detailed spending reports. The investigation, led by Senators Peter Welch of Vermont and Richard Blumenthal of Connecticut, reveals a web of questionable expenditures and contractual arrangements that have raised serious concerns about the use of taxpayer funds. At the center of the controversy is Safe America Media, a firm run by veteran Republican operative Mike McElwain, which was awarded a $143 million no-bid contract for the campaign. Notably, Safe America Media had been incorporated just one week prior to receiving the deal, raising immediate questions about the lack of competitive bidding and transparency in the selection process.

The production of the ads was handled by The Strategy Group, a company owned by Benjamin Yoho, the husband of former Assistant Secretary Tricia McLaughlin. According to the Senate report, The Strategy Group received a $60,000 'signing bonus' as part of its contract with Safe America Media. This arrangement has drawn sharp criticism from lawmakers, who argue that such financial incentives for contractors represent a conflict of interest and potential misuse of public funds. The firm also incurred $20,000 in costs for horse rentals, as Noem appeared on horseback during at least one of the commercials. Additionally, $4,000 was allocated for hair and makeup services for Noem, who was prominently featured in the campaign.

The total expenditure for the five film shoots, 45 video ads, and a handful of radio spots amounted to just $286,137, a figure that starkly contrasts with the overall $220 million allocated for the campaign. This discrepancy has led to accusations of waste, fraud, and abuse. Senator Welch condemned the spending, stating, 'This looks like waste, fraud, and abuse to me. While leading the Department of Homeland Security, Kristi Noem and her senior team allowed tens of thousands of taxpayer dollars to be spent on wasteful production costs, a shady signing bonus, and a very expensive horse rental—and that's just what we know so far.'

The ads themselves were designed to deter illegal immigration by warning undocumented migrants to self-deport or face consequences. One commercial featured Noem sitting on a horse in front of Mount Rushmore, declaring, 'We will find you and we will deport you.' However, the campaign's credibility has been undermined by conflicting statements from Trump and Noem. Noem testified under oath that she had received Trump's approval to proceed with the ads, but the former president denied any knowledge of the campaign. This contradiction has led to calls for a full audit of the contract by DHS officials, who now allege that Trump was aware of the ads and may have supported them.

The White House has not directly addressed the allegations or confirmed whether it would agree to an audit. In a statement, DHS emphasized that it does not control the decisions made by contractors, stating, 'Safe America Media and People Who Think are the sole contractors that DHS selected for this ad campaign. By law, DHS cannot and does not determine, control or weigh in on who contractors hire or use to fulfill the terms of the contract.' Despite this, a source close to the administration told The Daily Beast that Trump 'knew about the campaign and wanted it to happen.'

The controversy has also sparked broader questions about accountability and oversight within the federal government. With Noem replaced by Oklahoma Senator Markwayne Mullin, the focus has shifted to whether a full audit will be conducted to trace the flow of funds and ensure compliance with federal procurement laws. As of now, the White House remains silent on the matter, leaving many to wonder where the money went and whether further investigations are warranted.

The White House has categorically denied any involvement in the decision-making process for the agency's contract, according to a spokesperson who declined to comment further. When the Daily Mail raised questions about the matter, the administration referred to a statement made by President Trump to Reuters, where he claimed, "I never knew anything about it." This response has only deepened the confusion, as internal records suggest a more direct role.

The controversy erupted after revelations surfaced about the staggering cost of the ad campaign, which has since drawn sharp criticism from lawmakers and watchdogs. Governor Noem and the administration faced immediate scrutiny, with Oklahoma Senator Markwayne Mullin's confirmation as Noem's replacement on Monday night adding a layer of political intrigue to the unfolding drama.

A source within the Trump administration reportedly told the press that the president "knew about the campaign and wanted it to happen," contradicting the official stance. This discrepancy has raised eyebrows, particularly after images surfaced of Trump and Noem during a roundtable discussion in October 2025, suggesting a level of collaboration that the White House now denies.

Democrat Rep. Joe Neguse, who grilled Noem during a House Judiciary Committee hearing on March 3, has become one of the most vocal critics of the deal. "Corruption and self-dealing has become pervasive and endemic within the Trump administration—and the American people deserve answers," Neguse told the Beast. Meanwhile, a Department of Homeland Security (DHS) source expressed puzzlement over the involvement of Rep. McCarthy in the campaign team, questioning why he was brought in so late in the process when the agency had worked with multiple ad buyers over the previous two years.

Months after the initial controversy, the White House reportedly demanded that Safe America Media be considered for the ad campaign, with internal records confirming that the White House signed off on the firm. Joseph Folio, the lawyer representing Safe America Media, stated that the firm "submitted a proposal for and was awarded a contract to support DHS's nationwide public awareness campaign, and committed substantial resources to meet an accelerated timeline on budget." He added that the company aims to "provide additional information to address inaccuracies in the public reporting and ensure the record accurately reflects the scope and context of that work."

The DHS advertising campaign has now become the third-most costly U.S. government marketing effort over the past decade, trailing only the $35 million spent on pandemic public service announcements and military recruitment ads. This figure has sparked further debate, with critics arguing that such expenditures are disproportionate to the agency's stated goals.

Noem has been referred to the Justice Department for a criminal investigation over alleged perjury tied to her claims that Trump approved the spending for the ad campaign. Top congressional Democrats cited her "knowingly making false statements under oath" to Congress as the basis for the referral. A source close to the matter told the Daily Mail that the referral appears "pretty weak," but warned that the advertising contracts would remain the most contentious issue in the ongoing probe.

Oklahoma Senator Markwayne Mullin's confirmation as Noem's replacement on Monday night has introduced new variables into the situation, though it remains unclear how this transition will affect the ongoing legal and political battles. As the investigation continues, the White House's insistence on non-involvement stands in stark contrast to the growing body of evidence suggesting otherwise.