Women’s March is encountering significant online criticism following the release of a controversial ad that has been described as “insane.” The ad targets U.S. Immigration and Customs Enforcement (ICE) and some are questioning whether the organization has strayed from its original feminist objectives.
The ad, which was launched last week, features a fictional ICE agent returning home, only to be asked by his daughter about his day. The scene escalates when a masked individual breaks a window, showing a woman and a girl in distress, accompanied by screams.
The narrator proclaims, “A mask can’t hide you from your neighbors, your children, or God. They’ll know,” and continues, “You can leave before shame comes home,” followed by the question, “What do you say?” appearing on the screen.
In the description for the video, Women’s March stated, “Masks cannot hide shame forever. ICE agents are being recruited everywhere, online and in person. Immigrants are being kidnapped, families are being torn apart, and communities are living in fear.” They encouraged potential recruits to reconsider their choices by posing questions about accountability and responsibility in protecting their communities.
The ad also includes a hashtag urging an end to ICE, which has drawn sharp responses from various commentators. Conservative commentator Matt Swole criticized the timing and focus of the ad, noting the organization’s silence on recent murders in North Carolina, suggesting it was, in his opinion, evoking inappropriate emotions.
Swole remarked, “What happened to feminists? What happened to actual consideration for women? I don’t understand it,” expressing disbelief at the shift in focus.
Meanwhile, others, including Republican operatives, pointed out that the Women’s March’s campaign juxtaposes unfavorably against the backdrop of real issues facing women and girls, like trafficking. Some suggested that the ad utilizes emotional appeals to vilify ICE unfairly.
Women’s March was founded during the Trump administration and gained traction with its notable march in Washington, D.C., advocating for a feminist foundation to oppose sexism. While the organization has consistently opposed former President Trump’s policies, it has not provided a public response to the backlash surrounding this latest ad.
