The MTA moved to trademark the slogan in 2005. The slogan was used by more than 30 other "transport and governmental" organizations by 2007. That year, the MTA spent $3 million to run 4,000 television ads and 84 newspaper ads in 11 total papers, over a span of more than four months. The idea gained traction, and in 2010, the domestic-security branch of the United States federal government, the United States Department of Homeland Security (DHS), started its own "see something, say something" campaign. Kevin Ortiz, a spokesman for the MTA, described the slogan as having "engaged the public in serving as the eyes and ears of our system." Meanwhile, the DHS's campaign had attracted at least 215 partners in the private, public, and nonprofit sectors by 2014, which one writer called "a true smart practice." However, the MTA program has not been universally well-received; in 2012, sociologists from New York University and the Illinois Institute of Technology noted that the campaign had not netted any thwarted terrorist plots, and that the sheer volume of calls to the MTA hotline resulted in MTA workers possibly not being able to identify genuine threats.