• by Sarah Mahoney  @mahoney_sarah, December 6, 2010

In an effort to reach small-town America with its antiterrorism efforts, the Department of Homeland Security says it 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, it's an especially bold move.