Stronger Borders, Stronger America Campaign Advertising
Active Master IDIQ Awarded
- Federal agency
-
Immediate Office of the Secretary
- Awardees
- 2
- Task orders
- 7
- Obligated
- $219,974,000
Vehicle facts
- Opportunity
-
- 70RDA225FY25JA, 70RDA225R00000015 Solicitation numbers
- Agency
-
- Immediate Office of the Secretary Department of Homeland Security
- Combined task order value
- $219,974,000 Current and potential, with all options
- Last date to order 85% complete
- Shared ceiling 92% used
- $240,000,000.00
IDV award and task order details come from SAM.gov/FPDS.
About this vehicle
The Department of Homeland Security Immediate Office of the Secretary awarded this Master IDIQ for campaign advertising and media support services on February 14, 2025, with ordering authority through February 13, 2027—six months and three weeks of remaining ordering window. The vehicle carries a shared ceiling of $240 million and operates without set-aside restrictions.
Activity is concentrated and mature. Seven task orders totaling $220 million in potential value have been awarded since February 19, 2025, with all value fully obligated. The most recent order was placed on September 26, 2025. Orders fund "Stronger Borders, Stronger America" border security and immigration messaging campaigns, including international advertising, domestic campaign support, and ICE recruitment media content creation and placement. All awards are firm fixed price.
Competition is tightly held between two primes. Safe America Media LLC holds three orders valued at $142.8 million combined, while People Who Think, L.L.C. holds four orders valued at $77.1 million combined. These two firms account for 100 percent of the awarded task-order portfolio. Customer concentration is similarly narrow: the DHS Immediate Office of the Secretary funded five orders worth $180 million, and Immigration and Customs Enforcement funded two orders worth $40 million.
Obligated value matches the combined potential value exactly at $220 million, leaving $20 million of the vehicle's shared ceiling uncommitted. Task orders range from $12.86 million to $65 million in firm fixed-price value, with typical durations of 6 to 12 months. The largest single order ($65 million, awarded August 22, 2025) funds domestic campaign support through February 21, 2026. Place of performance spans domestic and international locations to support border security and immigration-related messaging across U.S. audiences and overseas markets.
The vehicle's ordering window closes in approximately six months, indicating a narrow window for new task-order pursuit. No additional primes have been added since the vehicle's establishment, and all awarded work has been obligated, suggesting the customer is executing its full planned spend under the ceiling before award authority expires.
IDV awards
| Awardee | IDV award | Awarded |
|---|---|---|
| People Who Think, L.L.C. | 70RDA225D00000003 | |
| Safe America Media LLC | 70RDA225D00000004 |
Latest task orders
Top awardees by obligations
| Rank | Awardee | Obligated | Share |
|---|---|---|---|
| 1 | Safe America Media LLC | $142,825,856 | 65% |
| 2 | People Who Think, L.L.C. | $77,148,144 | 35% |
Top funding agencies by obligations
| Rank | Funding agency | Obligated | Share |
|---|---|---|---|
| 1 | Department of Homeland Security | $219,974,000 | 100% |
Obligations by fiscal year
| Fiscal year | Obligated |
|---|---|
| FY2025 | $219,973,998 |
Quick answers
What is the Stronger Borders, Stronger America Campaign Advertising contract vehicle?
Stronger Borders, Stronger America Campaign Advertising is an indefinite delivery, indefinite quantity (IDIQ) contract vehicle run by Immediate Office of the Secretary (Department of Homeland Security), awarded on February 14, 2025.
Which companies hold Stronger Borders, Stronger America Campaign Advertising?
2 companies hold Stronger Borders, Stronger America Campaign Advertising's IDV awards, one each. The latest went to People Who Think, L.L.C. on February 14, 2025. The awardees whose task orders obligated the most are Safe America Media LLC and People Who Think, L.L.C.
How much has been spent through Stronger Borders, Stronger America Campaign Advertising?
7 task orders have been placed under Stronger Borders, Stronger America Campaign Advertising, obligating $219,974,000.
What is the shared ceiling of Stronger Borders, Stronger America Campaign Advertising?
Stronger Borders, Stronger America Campaign Advertising's shared ceiling is $240,000,000; its task orders have used 92% of it.
Which agencies use Stronger Borders, Stronger America Campaign Advertising the most?
The departments whose task orders under Stronger Borders, Stronger America Campaign Advertising obligated the most are Department of Homeland Security ($219,974,000).
How much was obligated through Stronger Borders, Stronger America Campaign Advertising in fiscal year 2025?
Task orders under Stronger Borders, Stronger America Campaign Advertising obligated $219,973,998 in fiscal year 2025.
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