On October 5, 2017, U.S. President Donald Trump dismissed Kristi Noem from her position as Secretary of Homeland Security, a role in which she became widely known as the face of strict immigration enforcement practices associated with the Immigration and Customs Enforcement (ICE). Her removal was significantly influenced by the backlash against her controversial policies, which had sparked protests and resulted in the deaths of two American citizens. This event has raised questions about the administration's approach to immigration and public perception of its policies.

A key factor in Noem's dismissal was an extensive $220 million advertising campaign launched by the Department of Homeland Security during her tenure. This campaign aimed to encourage undocumented immigrants to leave the United States voluntarily while discouraging foreigners from attempting to cross the U.S. border illegally. The campaign featured various advertisements where Noem was prominently featured, leveraging her image to communicate the strict policies of the Trump administration regarding immigration.

The backlash against the campaign and its messaging reflects a growing division within the Republican base regarding immigration enforcement strategies. The significant investment in advertising raised eyebrows, with critics arguing that the funds could have been better spent on more humanitarian approaches or addressing the root causes of immigration. The dismissal of Noem and the surrounding circumstances indicate ongoing tensions in the Trump administration as it struggles to manage its image and policies on immigration, which remain a contentious issue in American politics.