Department of Labor’s “Project Firewall” Posters Draw Criticism for Imagery Reminiscent of Historical Propaganda

The U.S. Department of Labor has ignited controversy after publishing a series of promotional posters for “Project Firewall,” the Trump administration’s initiative to restrict H-1B work visas and encourage American hiring. The social media campaign, launched in October 2025, has drawn widespread criticism for imagery that many observers have compared to white supremacist and Nazi-era propaganda.

The posters in question consistently feature white families in traditional nuclear arrangements—a husband, wife, son, and daughter—often positioned against backdrops of American flags, churches, and industrial landscapes. Text overlays include slogans such as “Restoring the American Dream,” “A dream worth fighting for,” and “Americans first.”

Critics on social media quickly noted the visual similarities between the DOL’s campaign and historical propaganda materials. One Facebook user compiled several images from the department’s official pages, commenting that they “give off 1930s German vibes” and questioned who the administration is trying to make the country “great for.”

While some of the posters appear to draw inspiration from American historical sources, including World War II-era savings bond advertisements and mid-century magazine illustrations, others bear striking resemblance to nationalist imagery from various periods. One image featuring a family standing before a house, church and factory buildings seems to be adapted from a 1944 advertisement for the now-defunct Lee Rubber & Tire Corporation.

Another poster showing a family in a church pew was originally created by 20th-century American illustrator Harold N. Anderson, known for his romanticized depictions of American life that primarily featured white subjects. The department also repurposed a 1940 cover from The American Legion Magazine showing people raising the U.S. flag.

What has particularly alarmed critics is the similarity some posters bear to Nazi-era propaganda and materials used by contemporary white nationalist groups. Observers have pointed to comparable visual elements found in a 2019 poster attributed to the American Identity Movement, a white nationalist organization involved in organizing the 2017 “Unite the Right” rally in Charlottesville.

The Department of Labor has not responded to requests for comment about the inspiration behind the poster designs or their intended messaging. Without this clarification, it remains unclear whether the similarities to historical propaganda are intentional or coincidental.

Experts who study political imagery and immigration policy have previously warned about the use of such visual language in government communications. The Southern Poverty Law Center, which monitors hate groups, recently analyzed similar imagery in Immigration and Customs Enforcement recruitment materials, noting that the preference for featuring white faces serves as a form of propaganda.

Lindsay Schubiner, a director at Western States Center, a social justice organization, told the SPLC that such imagery “not only intended to recruit staff but to normalize the dehumanization of immigrants.” She added that “bigotry and dehumanization wrapped in the American flag conditions Americans to accept the heightened horrors and blatant disregard of civil rights” inflicted upon immigrant communities.

The controversy comes amid the Trump administration’s continued focus on restrictive immigration policies. Stephen Miller, widely considered the architect of these policies, has faced scrutiny for his rhetoric and policy approaches. The administration recently formalized “Project Firewall” as an initiative to investigate H-1B visa applications and curtail what it characterizes as abuses of the program.

Critics have noted that the exclusive depiction of white nuclear families in the posters fails to represent the diversity of modern American society. The consistent portrayal of a traditional family structure—father, mother, son, and daughter—alongside religious and nationalist imagery has further fueled concerns about the campaign’s messaging.

As the posters continue to circulate online, the debate over government agencies’ use of imagery that echoes historical propaganda raises important questions about visual communication in political messaging and its potential impact on public perception of immigration issues.