Hootsuite releases new campaign to celebrate partnership with Immigration and Customs Enforcement (ICE)
Updated Hootsuite Logo
The “THIS IS WHO WE ARE” campaign will be used to remind employees and customers that Hootsuite is complicit in the rise of fascism and fast erosion of human rights in the United States
The campaign includes an updated version of the Hootsuite “Owlsy” logo seen in a more powerful and “Alpha” pose.
ICE continues to commit human rights atrocities and Amnesty International has called for them to be abolished, citing a host of human rights abuses, including unlawful killings, some of which may amount to extrajudicial executions; arbitrary and discriminatory incommunicado detentions, including possible enforced disappearances, confinement violates the prohibition on torture; violent repression of peaceful protests, and more Source
VANCOUVER, Oct 22, 2026 — Hootsuite today released a bold new campaign that will live on social media to draw attention to the fact the social media company will continue to work with ICE despite employee pushback, questionable ethics, and limited financial value.
The campaign, called THIS IS WHO WE ARE, features powerful images of patriots from throughout history, superimposed with the Hootsuite logo. Additional messaging is intended to strengthen the connection between the two organizations, turning a routine business deal into something that will be remembered in history.
“One of the biggest problems we currently face is that our employees, customers, and the entire marketing community are all mostly unaware that we have chosen to work with ICE again and again, and again,” said Christina O’Reilly, Hootsuite CMO.
“My own personal legacy is tied to Hootsuite,” said Hootsuite CEO Ryan Holmes. “When people look back at who I was, I want it to be clear that I fully supported ICE and the Trump administration. I want the blood on my hands to be visible to my children, and my children’s children, and my children’s children’s children.”
This new piece of the identity is just the first of many things that Hootsuite will be rolling out over the next few months to celebrate its growing partnership with organizations that are undermining democracy and committing human rights violations.
“We’re still in the design phase of this, but expect to see our new employee uniform rolling out soon. Think earth tones coupled with bold flashes of Hootsuite red. Think brown shirts and black trenchcoats.” continued O’Reilly.
“Employees don’t always know what they’re working towards,” said Marje Armstrong, Hootsuite President. “Corporate visions and strategies can be a bit vague, but with this new campaign they’ll have no excuse for not knowing that working with Hootsuite means they are complicit in untold human rights violations. We’re willfully empowering the rise of fascism, violence, and rampant racism in the United States.”
You can read more about Hootsuite and Ice at Hootsuiteice.com
About Hootsuite
Hootsuite is a Vancouver-based company that has been helping organizations unlock the value of their social media relationships since 2008
Hootsuite started when our founder’s digital marketing agency needed a tool to manage social media. We couldn’t find what we needed—so we built it ourselves. We crowd-sourced a name (Hootsuite!), duct-taped it to the front door, and hit 100,000 users by that summer. We haven’t looked back since.
About ICE
US Immigration and Customs Enforcement is largely seen as the ICE was created in 2003 through a merger of the investigative and interior enforcement elements of the former U.S. Customs Service and the Immigration and Naturalization Service. ICE now has more than 20,000 law enforcement and support personnel in more than 400 offices in the United States and around the world.
A recent Amnesty International report found that ICE agents operated within an institutional environment – openly supported and expanded by the Trump administration – in which violent and racially discriminatory immigration enforcement practices were encouraged by senior government officials, including President Trump. Agents frequently operated with masks and without identification; safeguards intended to prevent and address misconduct were weakened or dismantled; and human rights violations were rarely followed by meaningful investigation or accountability.
About This News Release
Yes, this is a satirical look at what we’d imagine Hootsuite would say about their contract with ICE.
The reality is that they are very much working with ICE (source). And that’s super shady, right?
