Kristi Noem’s $220 Million Ad Campaign for DHS Included $20,000 in Horse Rentals

A recent report from members of the Senate has revealed extensive spending associated with Kristi Noem’s controversial $220 million advertising campaign during her tenure as Secretary of Homeland Security. The campaign faced scrutiny primarily due to its high costs and questionable content, which prominently featured Noem riding a horse near the iconic Mount Rushmore while delivering a message aimed at encouraging self-deportation among immigrants.

The campaign, awarded to Safe America Media, attracted considerable attention—and criticism—following its release earlier this year. Specific details from the Senate’s report, issued by Senators Peter Welch and Richard Blumenthal on 23 March, have shed light on the financial outlay, which included expenses for hair and makeup, horse rentals, and a variety of production costs.

Notably, a striking $20,000 was allocated for horse rentals, while hair and makeup services consumed nearly $4,000. The total cost of labour exceeded $100,000, and charges for videography and production amounted to a further $52,000. The report found other irregular expenses, including $500 for services from a magic shop in Sioux Falls, South Dakota, and an additional $41,852 distributed among various other vendors involved in the production.

Senator Welch expressed deep concern over the spending, describing the expenditures as indicative of “waste, fraud, and abuse.” He called for greater transparency from the companies involved to ensure proper accountability regarding how taxpayer dollars were spent and whether any federal officials gained personally from the contracts. His colleague, Senator Blumenthal, echoed these sentiments, labelling the situation as “absurd” and pledging continued efforts to expose any potential misuse of public funds.

Noem has faced ongoing backlash regarding the campaign while engaging in testimony before Congress, with Representative Joe Neguse accusing her of misusing taxpayer money. Neguse raised questions about the efficacy of the campaign, asserting that using millions of dollars for such advertisements could be construed as fraudulent.

The fallout from the ad has reportedly influenced former President Donald Trump’s decision to dismiss Noem from her position at the Department of Homeland Security shortly after the campaign’s criticisms surfaced. In March, Trump announced Noem’s dismissal on Truth Social, stating she would instead serve as a special envoy for his new initiative aimed at combating drug cartels, called The Shield of the Americas.

In a bid to distance himself from the controversial advertising campaign, Trump claimed ignorance about it during an interview with Reuters, asserting, “I never knew anything about it.” This statement reflects an attempt to mitigate potential backlash associated with the spending, as it appears the campaign did not receive his prior approval.

A spokesperson for the Department of Homeland Security clarified the situation further, stating that Safe America Media and People Who Think were the sole contractors selected for the ad campaign. The spokesperson also noted that DHS does not control decisions made by contractors regarding hiring and budgeting, indicating that such choices were made independently by the contractor.

The Strategy Group Company, which was subcontracted by Safe America Media, reported that they received $226,137.17 for their production services associated with five film shoots, resulting in 45 video advertisements and six radio spots. However, as the public continues to assess the ad campaign’s implications, calls for accountability and further investigation into the use of public funds remain loud and clear.

Overall, the scrutiny surrounding Noem’s campaign marks a significant moment in evaluating how government resources are allocated and the responsibilities of public officials in ensuring transparency and efficiency in the use of taxpayer dollars. As the political landscape evolves, it will be important for elected representatives to uphold their accountability to constituents and to instil a culture of judicious spending in public office.