The Women’s March WIN political action committee launched an ad campaign this weekend with an ad encouraging Immigration and Customs Enforcement Officers to quit their jobs, and kicked off the campaign with ads running in West Palm Beach, Florida, where President Donald Trump is spending his Thanksgiving weekend.
“Our goal behind this is not to agitate the public to dislike ICE – I think that ICE is doing that on its own,” said Rachel O’Leary Carmona, the executive director of Women’s March WIN, speaking with Zeteo in its report Saturday.
“Our goal here is to talk directly to ICE as representatives of the mothers, the sisters, the abuelas, the daughters that they have to come home to after tearing kids’ parents from them and deporting them, and really have them think about the consequences of their actions from the frame of their own family.”
The new ad depicts an ICE agent returning home to their young daughter, who asks them “how was your day?”
“A mask can’t hide you from your neighbors, your children and God; they’ll know,” a voice can be heard saying in the ad. “You can walk away before the shame follows you home.”
Trump’s One Big Beautiful Bill Act, the budget reconciliation package chock full of cuts to taxes, and social services, included a significant funding boost for ICE, increasing the agency’s annual funding from around $10 billion to $28 billion. This funding boost has helped Trump launch among the largest deportation efforts in American history.
Immigration agents had made more than 138,000 arrests nationwide by late July, just six months into Trump’s second term, far exceeding the entire number of immigration arrests from the entire previous fiscal year, with just over 33,000 arrests being made, according to the Department of Homeland Security.
The new ad will first run in Palm Beach, but is also expected to run around Charlotte, North Carolina, and Chicago, Illinois, both cities that have seen significant immigration crackdowns and raids.
“We can find ways to combat this that are in line with our values and don’t have you misaligned with yourself, with your family, with God, with what you believe to be true,” Carmona said, speaking with Zeteo. “And there’s actually nothing but honor in that.”
View the ad below.