Kristi Noem Ad Campaign Sparks Corruption Probe

Mount Rushmore Ad at Center of $220 Million DHS Contract Scandal

Homeland Security Secretary Kristi Noem recently found herself at the center of a growing controversy surrounding a taxpayer-funded $220 million ad campaign aimed at curbing illegal immigration. The campaign, which bypassed standard competitive bidding processes, has raised serious ethics concerns after connections emerged between Noem's inner circle and the firms benefiting from the lucrative contracts.

Secret Connections in Federal Contracting

The controversy centers on a television ad filmed at Mount Rushmore during a government shutdown, featuring Noem on horseback delivering a stern message to immigrants: "Break our laws, we'll punish you." While DHS presented the $220 million campaign as necessary to counter "smuggler misinformation," records revealed that substantial portions of the funding flowed to a Republican consulting firm called the Strategy Group.

Despite not appearing in public contract documents, the Strategy Group played a central role in producing the Mount Rushmore ad. The firm has deep personal and professional ties to Noem: it managed her 2022 gubernatorial campaign, her top DHS adviser Corey Lewandowski has collaborated extensively with them, and CEO Ben Yoho is married to DHS Assistant Secretary for Public Affairs Tricia McLaughlin.

"Playing Hide the Salami with Taxpayer Money"

Government ethics experts have condemned the arrangement as potentially corrupt. "It's corrupt, is the word," said Charles Tiefer, a leading federal contract law authority. "Hiding your friends as subcontractors is like playing hide the salami with the taxpayer." Scott Amey of the Project on Government Oversight added that the depth of ties warranted investigations by both DHS's inspector general and Congress.

The contracts were awarded under "national emergency" provisions that circumvented normal bidding procedures. While the main beneficiary listed in official records is a mysterious Delaware LLC called Safe America Media (created just days before the deal), experts question whether this shell company could independently manage such a massive campaign. The Strategy Group handled production and subcontractor hiring for the Mount Rushmore shoot.

Pattern of Questionable Contracts

This isn't the first time Noem's administration has faced scrutiny over Strategy Group contracts. As South Dakota governor in 2023, her state paid the firm $8.5 million for an ad campaign, despite internal reports suggesting Noem intervened to secure the deal. Newly surfaced records also show the company paid up to $25,000 to a close Noem adviser, Madison Sheahan, who now serves as DHS's ICE deputy director.

Political Tone Raises Eyebrows

The DHS ads have drawn criticism for their political aesthetics, blending border-security messaging with nostalgia for American "vision and grit" while featuring imagery like Trump Tower and the former president's post-assassination fist raise. The campaign's budget has tripled DHS's ad spending, with money flowing through two firms: Louisiana-based People Who Think ($77 million) and Safe America Media ($143 million).

DHS officials claim the contracting was handled "by the book" by career employees and that Noem personally approved all payments over $100,000. However, when questioned about the Strategy Group's involvement, McLaughlin stated, "We don't have visibility into why they were chosen" and claimed she recused herself due to her marriage to Yoho.

What Happens Next?

The revelations have put immense pressure on Noem and DHS. Lawmakers are demanding transparency about how subcontractors were vetted, and investigators are examining whether ethics rules were violated. With billions allocated to DHS under the "Big Beautiful Bill," all eyes are on whether these funds are being used effectively or diverted to political allies.

As public scrutiny intensifies, the mounting evidence of intertwined personal and professional relationships in federal contracting threatens to overshadow Noem's stated border security priorities. The investigation unfolding could have significant implications for both her leadership at DHS and the broader practice of emergency government procurement.