FBI Launches Billboards to Raise Awareness in Nancy Guthrie Disappearance

Ex-FBI agent raises concerns about the campaign's 'shotgun approach'

Mar. 16, 2026 at 11:03am

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The FBI has launched a billboard campaign in several states to aid the search for Nancy Guthrie, the missing 84-year-old mother of Today show co-host Savannah Guthrie. While retired FBI agent Jennifer Coffindaffer is glad the agency is spreading awareness, she has reservations about the campaign's lack of focus in where the billboards have been posted.

Why it matters

The disappearance of Nancy Guthrie has garnered national attention, and the FBI's billboard campaign is a high-profile effort to generate new leads in the case. However, the ex-FBI agent's critique highlights potential issues with the campaign's strategy that could limit its effectiveness.

The details

The billboards feature Nancy Guthrie's photo and an FBI phone number, and have been posted in cities across Arizona, Texas, New Mexico, and California. Coffindaffer said the 'shotgun approach' to the billboard locations 'shows little direction.' She also questioned why the billboards do not include the surveillance footage of a suspect seen at Guthrie's home on the night she disappeared.

  • Nancy Guthrie was last seen at her home in Tucson, Arizona on January 31, 2026.
  • Guthrie was reported missing the following day on February 1, 2026.
  • On February 10, 2026, the FBI released video footage of a suspect at Guthrie's home on the night she disappeared.

The players

Nancy Guthrie

An 84-year-old woman who has been missing since January 31, 2026 from her home in Tucson, Arizona. She is the mother of Today show co-host Savannah Guthrie.

Jennifer Coffindaffer

A retired FBI special agent who has provided analysis and commentary on the FBI's billboard campaign related to Nancy Guthrie's disappearance.

Chris Nanos

The Pima County Sheriff in Arizona, who has said investigators believe the disappearance was a targeted crime and that the suspect could 'absolutely' strike again.

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What they’re saying

“We believe we know why he did this, and we believe that it was targeted. But we can't—we're not 100 percent sure of that, so it would be silly to tell people: 'Yeah, don't worry about it. You're not his target.'”

— Chris Nanos, Pima County Sheriff (NBC News)

“Don't think for a minute that because it happened to the Guthrie family, you're safe. No, keep your wits about you.”

— Chris Nanos, Pima County Sheriff (NBC News)

“We feel the love and prayers from our neighbors, from the Tucson community and from around the country.…Please don't stop praying and hoping with us. bring her home.”

— Savannah Guthrie (Instagram)

What’s next

The FBI is urging anyone with information about Nancy Guthrie's disappearance to contact them at 1-800-CALL-FBI, 520-351-4900, or 88-CRIME, or to visit tips.fbi.gov.

The takeaway

The FBI's billboard campaign is a high-profile effort to generate new leads in the high-profile disappearance of Nancy Guthrie, but the critique from a former agent highlights the need for a more targeted and strategic approach to maximize the campaign's effectiveness in finding Guthrie and her suspected abductor.