Texas Governor Greg Abbott has launched a controversial billboard campaign aimed at discouraging migrants from illegally crossing the southern border. The campaign, part of the broader Operation Lone Star initiative, features 40 strategically placed billboards along the borders of El Salvador, Guatemala, Honduras, and Mexico. Abbott stated the purpose of these billboards is clear: to provide stark warnings to potential migrants about the dangers and horrors associated with illegal immigration.
"They implore those people in Central America to stop illegal border crossers," Abbott said during the announcement. Messages displayed on the billboards include phrases such as, “Danger Ahead. If you cross […] you will regret it forever,” which are meant to highlight the risks involved with illegal border crossings.
The alarming content of these billboards paints a grim picture of the realities many migrants face, especially women and children, who are often vulnerable to violence and exploitation. One billboard reads, “How much did you pay to have your daughter raped? Many girls are raped by the coyotes you hire.” Another delivers the disturbing message: “Your wife and daughter will pay for the trip with their bodies. Coyotes lie. Don’t put your family at risk.”
This campaign is not just about raising awareness; it also aims to prevent the journeys of potential migrants from even beginning. Abbott stressed, “Through Operation Lone Star, we have done some incredible work to stop illegal border crossers. But this new effort is about stopping their journeys before they even begin.” He highlighted the joint efforts taken by the Texas Department of Public Safety and the Texas National Guard to address illegal crossings and increase border security measures.
Since Operation Lone Star’s inception, Texas has reportedly seen over 2.1 million encounters with illegal aliens. Abbott’s administration hopes to curb such numbers by launching initiatives like this billboard campaign, which costs approximately $100,000. The initiative has drawn mixed reactions within Texas and beyond.
Some local ranchers, such as Kim Wall, who has encountered violence on her property involving migrants, support the billboards. Wall recounted finding women who had been assaulted and left for dead on her ranch, underscoring her belief in the necessity of such warnings. She shared, "We’ve had several rape trees and lots of women who have been found beaten and raped on our property, left to die. This campaign is urgent. It embodies the reality we face here every day."
Critics, on the other hand, have raised concerns over whether the campaign could instead exacerbate risks for migrants. Mexican authorities have described the billboards as encroachments on national sovereignty. Critics within civil rights groups worry they could deter migrants from seeking safer routes or legitimate help along their journeys, potentially putting them at greater risk.
Rose Luna, the CEO of the Texas Association Against Sexual Assault, remarked on the importance of addressing the violence facing migrants, especially women, during their perilous journeys. “One of them said the very violence they were trying to escape is the violence they experienced on the way here,” she reminded attendees at the governor's news conference.
This billboard initiative fits within Texas's larger immigration strategy, which has seen measures including increased deployment of law enforcement and military personnel along the border, erecting sections of border wall, and utilizing razor wire and marine barriers. Abbott emphasized, “Texas is fighting to stop illegal immigration, human smuggling, and drug trafficking.”
These measures have raised questions about the legality of U.S. states conducting such campaigns and highlighted complex international relations issues between the U.S. and Mexico. The billboard placements bring to light potential violations of Mexican regulations and the broader ramifications for U.S.-Mexico diplomacy.
With rising encounters reported by the U.S. Customs and Border Protection at the Texas-Mexico border, Abbott's billboard campaign seeks to be both preventative and educational, aiming to reduce future migration attempts by depicting the transgressions faced by individuals who attempt to cross illegally.
Local reactions to the campaign remain mixed as Texas continues to grapple with its identity and approach to immigration. Some argue this is necessary to protect citizens and reduce illegal crossings, whereas others warn it could deepen the existing humanitarian crises.
Abbott has committed to continuing this banner campaign and believes it will aid his overall mission of securing the Texas-Mexico border. While supporters await results, the road to balancing security needs with compassion for those fleeing violence remains complex and fraught with moral dilemmas.
