• by Sarah Mahoney  @mahoney_sarah, December 6, 2010

In an effort to reach small-town America with its antiterrorism efforts, the U.S. Department of Homeland Security (DHS) is hooking up with Walmart, bringing its "If You See Something, Say Something" campaign to hundreds of Walmart stores across the country. A video message, featuring Secretary Janet Napolitano, will play at select checkout locations, asking Walmart shoppers to contact local law enforcement if they see suspicious activity.

"Homeland security starts with hometown security, and each of us plays a critical role in keeping our country and communities safe," says Secretary Janet Napolitano, in the White House's release. "This partnership will help millions of shoppers across the nation identify and report indicators of terrorism, crime and other threats to law enforcement authorities."

The arrangement makes perfect sense for the U.S. government -- after all, some 200 million people shop at Walmart stores every week. But what's in it for Walmart is harder to see. Associating any brand with crime and terrorism is risky, and asking them to view fellow cantaloupe thumpers as potential killers doesn't seem likely to promote a positive feeling about the Walmart shopping experience. And for a brand with as checkered a corporate reputation as Walmart's, it's an especially bold move.

"This is a smart collaboration," says one cause-marketing veteran. "It reinforces Walmart's role as a leader in the community and associates them with a critical national issue. It is a win-win."

Others think it's riskier. After all, Napolitano's detractors derisively call her Big Sister, and Walmart haters often refer to the Bentonville, Ark.-based chain as Big Brother. And honestly, can't you already hear a Jon Stewart shtick about false Osama bin Laden sightings in, let's say, Sioux City, Iowa?

"Citizens who frequent public transport and airports are used to this message," Sarah Kerkian, insights supervisor at Cone Inc., tells Marketing Daily, "but millions of Walmart shoppers won't have heard this." While the message may tinge their shopping trip with fear, she says, "it also might make them feel more empowered right in their hometowns, alerting them to potential dangers and keeping them safe, particularly when we sometimes hear about crimes happening right in the stores' parking lots. It may make shoppers feel cared for."

One risk, she says, is that consumers may feel this type of public safety information is well outside Walmart's purview. "People may say, 'Who are you to bring me this message?'" she says.

The "If You See Something" campaign, initially launched in New York City and funded in part by $13 million from DHS' Transit Security Grant Program, is airing now in 230 Walmart stores, with a total of 588 Walmart stores in 27 states set to join in the coming weeks. The Walmart partnership, it says, is part of its efforts to roll the campaign out in such states as Minnesota and New Jersey. Eventually, it says, it will expand the message nationally.

The announcement came the same day the U.S. Supreme Court said it would consider whether it would allow a class-action lawsuit from 1.5 million former and current Walmart associates -- the largest class action lawsuit ever -- to proceed. Walmart currently has 2 million associates.