U.S. Immigration and Customs Enforcement (ICE) first began promoting their agency during the Super Bowl last year in Houston. The tactic is a new one for ICE as they attempt to reach more people than ever in their recruitment efforts. Yet, people on social media had a different idea when they saw the ads and responded with a hashtag of their own: #TackleICE.
This is an example of how ICE used #ICEatSB52 during the Super Bowl to promote the agency.
ICE's Homeland Security Investigations is proud to work with @NFL, @CustomsBorder, @MinneapolisPD and our other law enforcement partners during the @SuperBowl #SBLII #ICEatSB52 Learn more: https://t.co/WNiUAI9sya pic.twitter.com/B3lfD4nsQu
— ICE (@ICEgov) February 3, 2018
They tweeted throughout the Super Bowl event, while promoting that they are hiring and looking for new agents to join the team.
ICE included their collaboration with the Super Bowl on their website.
Who knows how much the government agency spent on pushing this narrative throughout the Super Bowl. But as we know, any kind of marketing ploy during the Super Bowl cost millions.
Civil rights organizations such as Mijente fought back against their messaging by implementing a new hashtag that showed what some think ICE is all about.
People used #TackleICE on Twitter in order to fight back against ICE’s narrative.
— Luis Ojeda (@1hypothesis) February 4, 2018
The hashtag turned into a virtual protest against the immigration authorities.
@ICEgov chief Homan says all immigrants should be afraid. But we say “No hate, no fear, Immigrants are welcome here!” #TackleICE #ICEatSB52 #SBLIIBLACKOUT @ConMijente https://t.co/lGgvZfHTUF pic.twitter.com/nIxbiDeyPB
— Inquilinxs Unidxs Por Justicia (@IX_Unidxs) February 4, 2018
The #TackleICE hashtag ran from the start of the game till the very end. People were tweeting about the impact that ICE has had in their communities for the past few years.
People are calling ICE out for how they have separated families at sensitive sites, like churches and schools.
— Jonathan Jayes-Green (@JayesGreenJ) February 4, 2018
The American Civil Liberties Union is calling on Congress to change how ICE conducts raids and arrests. The same sentiment echoed in these tweets.
ICE is running amok. https://t.co/aBWprWK3pW
— ACLU (@ACLU) February 4, 2018
“In the past year, ICE has gone after parents dropping off their children at school; primary caregivers to family members with disabilities; domestic abuse survivors seeking legal protections; religious minorities who fear persecution; political activists; community leaders; and people who work everywhere from convenience stores to dairy farms,” By Brian Tashman, Political Researcher and Strategist at the American Civil Liberties Union writes. “Politicians who want to lead on immigration need to speak up and deal with the reality that ICE needs to be held to account for its abuses and lawlessness.”