The FBI spent $50,000 on an ad campaign to help catch a mobster/murderer on the agency's Ten Most Wanted list. And it worked.
Boston mobster Whitey Bulger and his girlfriend, Catherine Greig, had been on the run for 16 years. The FBI manhunt was worldwide. The reward for information leading to Whitey Bulger's capture was originally $1 million but was raised to $2 million a few years ago.
So why was this effort by the FBI successful when others failed? Many speculate it's because this campaign targeted women and, instead of featuring Whitey Bulger, the ads featured Catherine Greig. Sure enough, someone recognized her. The tip led to the arrest of the duo.