The Department of Homeland Security tapped a little-known ad firm to produce Kristi Noem’s multimillion-dollar ad campaign during the government shutdown last year. But when asked to explain her rationale before a House Oversight Committee hearing Wednesday, Noem was practically speechless.
Reading off a DHS notice, Colorado Representative Joe Neguse noted that the department had identified just four companies “out of the hundreds of thousands of companies in the United States” as potential hires for the campaign.
“One of those is this Safe America Media Company. Where is Safe America Media headquartered?”
asked Colorado Representative Joe Neguse.
“I don’t know,” Noem replied.
DHS paid Safe America Media $143 million in no-bid contracts between February and August 2025 to produce a slate of anti-immigrant ads for ICE Barbie. Months later,
ProPublica reported that it was unlikely Safe America Media, which was formed just eight days before it won the DHS contract, would have been able to handle a nine-figure government contract.