CHARLOTTE, NORTH CAROLINA — Women's March began running a television advertisement in Charlotte, North Carolina, and Palm Beach, Florida, in November 2025 that addresses agents of U.S. Immigration and Customs Enforcement through a child's perspective. The non-partisan non-profit paid for the spot, which has since expanded into additional markets including El Paso, Miami, Atlanta and New Jersey.

The ad opens with a young girl with blond hair in a ponytail lying on her belly working on a coloring book, as a nearby television broadcasts images of immigrants being brutalized by ICE agents. The front door then opens and the girl hugs her father, asking, "Daddy, how was your day?" as the camera reveals an ICE insignia on his shirtsleeve. A voiceover states: "A mask can't hide you from your neighbors, your children and God. You can walk away, before the shame follows you home."

"We mobilize women on the issues that matter to us. And ICE, obviously, was really important to us," said Rachel O'Leary Carmona, executive director of Women's March. "Women have been the tip of the spear in anti-ICE organizing," she said.

Carmona pointed to the case of Renee Good, a 37-year-old U.S. citizen who was shot and killed by ICE enforcement officer Jonathan Ross in Minneapolis, Minnesota. "After the officer shot Renee Good, he walked away and called her a 'fucking bitch,'" Carmona said. She added that subsequent public discourse focused on that characterization: "A lot of the discourse was actually, 'Well, was she a fucking bitch or not?'"

The Trump administration's One Big, Beautiful Bill Act offered a $50,000 signing bonus for new ICE recruits, a 25% premium pay increase above base salary and up to $60,000 in student loan repayments. Peter Pedemonti, director of the New Sanctuary Movement of Philadelphia, whose group has been organizing against ICE in recent months, said the messaging strategy could reach individual agents. "Shame is useful. That [Women's March] commercial is showing that ICE agents are in misalignment. But there is a path to healing and turning back," he said.

For more than 20 weeks, the New Sanctuary Movement has been hosting weekly candlelit vigils outside ICE's Philadelphia headquarters. "The community is coming together to pray for the families impacted by ICE. And also to pray for ICE agents. To pray for conversion, and the softening of heart," Pedemonti said.