An image campaign has been launched in the US for the Immigration and Customs Enforcement (ICE) agency: “Ice Is Nice”

The U.S. Department of Homeland Security (DHS) has launched an image campaign called “ICE is NICE” to change the negative public perception of Immigration and Customs Enforcement (ICE). The U.S. Department of Homeland Security, Immigration and Customs Enforcement…

An image campaign has been launched in the US for the Immigration and Customs Enforcement (ICE) agency: “Ice Is Nice”
Liberal TR Haber Merkezi
Publish: 29.04.2026
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The U.S. Department of Homeland Security (DHS) has launched an image campaign called “ICE is NICE” to change the negative public perception of Immigration and Customs Enforcement (ICE).

The DHS launched the campaign to change the negative public perception of ICE. The department released a video on social media under the title “ICE is NICE.” The video shows ICE agents removing their masks, emphasizing their closer, more positive interactions with the public. It highlights ICE agents’ roles not only in immigration checks but also in public safety and community relations. The video specifically emphasizes messages of “accessibility” and “humane methods.”

ICE has recently faced intense public backlash due to harsh interventions against immigrants and incidents in which some U.S. residents lost their lives. Frequently targeted by nationwide protests, the campaign aims to portray a more “people-oriented” profile for ICE.

The “NICE” debate is back on the agenda.

US President Donald Trump had previously suggested changing the name of ICE to “National Immigration and Customs Enforcement” (NICE). The “ICE is GOOD” campaign presented by the DHS was seen as a symbolic communication step following this proposal.

Meanwhile, at least three US citizens have lost their lives in the last year as a result of gunfire by ICE agents.

Kaynak: İhlas Haber Ajansı (İHA)

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Liberal TR Haber Merkezi
Liberal TR Haber Merkezi
A digital news platform delivering developments in Türkiye and the world to its readers with an objective and principled perspective. Liberal TR Haber Merkezi.
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