A coalition of immigrant-rights activists organized under Mijente has launched the “Apaga El Odio” campaign, calling on Spanish-language networks Univision and Telemundo to stop airing anti-immigrant advertisements produced by ICE and the Department of Homeland Security. The campaign asserts that the ads spread fear and propaganda within Latino and immigrant communities that have long relied on these networks for news and entertainment.
According to the campaign, some of the ads feature DHS Secretary Kristi Noem warning undocumented immigrants that “we will find you and deport you” if they do not leave the country. Activists argue that such messaging violates the public trust that Spanish-language media have built over decades. “Univision and Telemundo are collaborating with ICE and the DHS,” the campaign petition states. “These ads are a betrayal to the Latino and immigrant communities who have supported these networks for decades.”
The campaign comes at a time of heightened concern among immigrant communities, as government enforcement and deportation efforts increase. Many viewers depend on Univision and Telemundo not only for entertainment but also for news and cultural connection. The activists say airing these ads contributes to a climate of fear, particularly for mixed-status families and undocumented immigrants who may feel targeted simply for watching these networks.
Since its launch, the “Apaga El Odio” campaign has gathered several thousand signatures, with supporters amplifying its message on social media using the hashtag #ApagaElOdio. Cultural figures, including cartoonist Lalo Alcaraz, have contributed artwork and social-media posts criticizing the networks’ decision to air the ads, drawing widespread engagement and highlighting the campaign’s resonance within Latino activism circles.
Univision, operated under TelevisaUnivision, and Telemundo have responded by stating that the ads comply with standard advertising guidelines and that their news divisions remain editorially independent from advertising commitments. However, activists argue that the networks’ decision undermines trust within Latino households and amounts to participation in a government strategy that uses fear and propaganda to pressure immigrant communities.
Mijente’s political director described the ads as part of a broader effort to encourage self-deportation among immigrants. The campaign petition concludes with a strong message: “Our dignity and safety are non-negotiable.”