The billboard features a sketch of a man accused of raping a woman a Kansas City, Mo., apartment complex in December.
Detectives said a 27-year-old woman was sexually assaulted on Dec. 22 after a man broke in while she was apartment-sitting. The woman told police she woke up and a man was in her bedroom.
The new billboard is along I-29 near the site of the crime. Police suggested it, and Lamar Advertising agreed.
KMBC's Peggy Breit reported that Lamar started using billboards for crime-fighting when police were looking for the man who killed 19-year-old Ali Kemp. Now, the program has spread.
More than 50 cities across the country have begun using the tactic with success.