WASHINGTON — A new $50,000-ad campaign asks would-be immigration officers whether they can justify deportation raids to their children—directly countering the Trump administration’s aggressive hiring push.
Women’s March WIN, the political arm of Women’s March, is betting that guilt works better than patriotism. The group has launched a 60-second television and digital campaign titled “Dear ICE Agents: What Will You Say?” that airs in Charlotte, Chicago, and West Palm Beach—three cities where Immigration and Customs Enforcement (ICE) operations and President Trump are most visible.
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The ad opens with a child asking her father, an ICE officer, about his day at work, then cuts to footage of raids: agents smashing car windows, families in handcuffs, grandmothers and children sobbing as loved ones are taken away.
The voiceover carries the moral weight: “A mask can’t hide you from your neighbors, your children, and God. You can walk away before the shame follows you home.”
The campaign is Women’s March’s direct response to what the Trump administration has called “the largest deportation operation in U.S. history.” Over recent months, the Department of Homeland Security (DHS) has removed upper age limits for ICE hiring, explicitly welcoming recruits as young as 18 and retirees.
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The agency is advertising up to $50,000 signing bonuses, student loan forgiveness, overtime pay, and enhanced retirement benefits. Congress has appropriated tens of billions in new immigration enforcement funding. The math is clear: the Trump administration is building a scaled-up deportation apparatus and recruiting aggressively to staff it.
Women’s March’s spot flips that logic. Instead of touting benefits and patriotism, the ad targets conscience—telling would-be agents that no bonus shields them from their neighbors’ judgment or their children’s questions about how work was today.
Immigrant-rights advocates see something rare: a campaign that speaks directly to ICE officers themselves. Supporters have shared the ad on Instagram, Threads, and Facebook calling it “powerful” and “exactly the kind of message ICE recruits need to see.” Immigrant-rights organizers have pressured local police to withdraw from ICE task forces and urged airline workers, bus drivers, and tech firms to refuse participation in deportation infrastructure. This campaign marks a shift—not fighting raids in courtrooms or through lawsuits, but planting a moral question in the minds of those ordered to break down doors.
Women’s March is already fundraising to expand the ad’s reach, openly dreaming about buying airtime during the Super Bowl. Watch this space.
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