U.S. embassies and consulates in Mexico have intensified a social media campaign targeting Mexican citizens living irregularly in the United States, encouraging voluntary return through the CBP Home app, available for mobile devices.
The strategy relies on emotional messages and cultural references that appear to highlight national pride. Phrases such as “El #PowerMexicano está en ti” (“Mexican Power is within you”), “No necesitas irte lejos para salir adelante” (“You don’t need to go far to succeed”), “Vuelve a tus raíces” (“Return to your roots”), “Conquista tu frontera, con dignidad, talento y empuje” (“Conquer your border, with dignity, talent, and drive”), “El calor de la parrilla no se compara con el fuego de tu esfuerzo” (“The heat of the grill is no match for the fire of your effort”), and “Porque cantando se alegran, cielito lindo, los corazones” (“Because singing, darling, hearts are cheered”) seek to create an emotional bond with cultural heritage.
Other messages, including “Tu talento es tu mayor recurso ¡y puede florecer en tu tierra!” (“Your talent is your greatest resource and it can flourish in your homeland!”) and “Volver no es un fracaso, sino un nuevo comienzo. ¡Encuentra tu propósito junto a los tuyos!” (“Returning is not failure, but a new beginning. Find your purpose alongside your loved ones!”), reinforce the notion that going back can be a positive, enriching choice.
Experts point out that while the campaign appeals to nostalgia and a sense of belonging, it also reinforces and reproduces stereotypes about Mexican life, linking identity mainly to informal work, street vendors, and traditional scenes. From the perspective of strategic communication theory, the use of cultural icons and popular songs may be emotionally effective, but it reduces the richness of Mexican identity to simplified clichés that Mexican society has long sought to overcome.
The campaign functions as a strong promotional tool for the CBP Home app, which provides guidance for a safe legal return and highlights the benefits of voluntary departure over potential immigration penalties.
This mix of nostalgia, positive reinforcement, and cultural stereotypes to influence return decisions—promoted across Instagram, Facebook, and TikTok under the hashtag #PowerMexicano—has sparked debate about the boundaries of emotional messaging in government strategies.