In a heart-wrenching display of determination, the child of a London, Ontario homicide victim has taken extraordinary measures to solve their mother’s murder by funding billboard advertisements across the city. The billboards, which began appearing last week, feature a stark plea for information regarding the brutal killing that has remained unsolved since early 2025.
“I shouldn’t have to spend my inheritance trying to find my mother’s killer,” reads the message from the victim’s child, who wishes to remain anonymous for safety concerns. The billboards include case details and a dedicated tip line, creating what London Police Service spokesperson Detective Sergeant Miranda Collins calls “an unusual but potentially effective approach to generating new leads.”
The victim, 42-year-old Elaine Winters, was found dead in her east London apartment on January 18, 2025, after neighbors reported not seeing her for several days. Investigators determined the cause of death to be blunt force trauma, but despite an extensive initial investigation, the case has gone cold.
“We’ve exhausted our initial leads,” Detective Collins told CO24 during an exclusive interview. “Sometimes cases need a fresh perspective or additional public attention to break open. The family’s initiative may be exactly what we need to reach someone with crucial information.”
The billboard campaign represents a growing trend of families taking active roles in solving cold cases, particularly as police departments face resource constraints. According to statistics from the Canadian Centre for Justice and Community Safety Statistics, approximately 87% of homicides in Canada are eventually solved, but cases that remain open beyond the first year become increasingly difficult to resolve.
Criminologist Dr. Marcus Petersen from Western University notes that this case highlights both the emotional and financial toll on families of victims. “When traditional investigative methods stall, families often feel compelled to take matters into their own hands,” Petersen explained. “While these efforts can seem desperate, they occasionally produce results that wouldn’t have emerged otherwise.”
The billboard campaign has already generated over thirty new tips to police, according to London Police Service. Though many may not lead to substantive developments, investigators are following up on several promising leads.
London Mayor Caroline Whitfield expressed support for the family’s efforts while acknowledging the tragic circumstances. “It’s heartbreaking that a child would need to use their inheritance this way,” Whitfield stated during a city council meeting last Thursday. “This administration remains committed to providing the police service with the resources they need to solve violent crimes in our community.”
For residents of London, the billboards serve as a sobering reminder of unsolved violence in their community. Local business owner Thomas Mendrick, whose shop sits across from one of the billboards, commented, “You can’t help but think about it every day when you see that message. Someone knows something, and hopefully, this will give them the push to come forward.”
The victim’s child has committed to funding the billboards for three months initially, with plans to extend if necessary. They have also established a website with additional case information and a secure tip submission form.
As this unusual investigation strategy unfolds in London, one question remains particularly haunting: In an era of unprecedented surveillance and digital footprints, how can a murderer still walk free while a child sacrifices their inheritance in pursuit of justice that should be their right?
