NEMA was hired by the FBI to produce two public service announcements about the highly publicized case of James “Whitey” Bulger. This was the first time in the bureau’s history that they launched an extensive marketing effort to solve a case.
The PSA focused on Bulger’s girlfriend, Catherine Greig, which was also a first for the bureau’s efforts in this investigation. Catherine left town with Bulger 16 years ago and had been on the run ever since.
NEMA produced the spots over a three-week period, including two 12-hour days of editing with several FBI agents. In the end, we decided to tweak and perfect one spot for air. The bureau held a press conference on Monday, June 20, 2011, announcing this marketing campaign that made national news.
The PSA aired in 14 markets across the country and was also used in social media efforts. Within 36 hours of the PSA running on the air, the FBI caught “Whitey” and his girlfriend thanks to an anonymous tip from a viewer.