History of McGruff the Crime Dog
More than thirty years ago, the National Crime Prevention Council (NCPC) and the Ad Council introduced McGruff the Crime Dog™ to the nation and began encouraging Americans to help “Take A Bite Out Of Crime™.” Today, more than 93% of children recognize this icon that provides safety tips for adults and kids. Over the years, the Crime Prevention campaign has helped teach kids, teens, and adults about violence and drugs, and the public-service-advertising spots (PSAs) have inspired millions to get involved in building safer, more caring communities. Source: The Advertising Council Web Site
In 1978, the Advertising Council, Inc., accepted the mission of helping the nation learn ways to prevent crime. The Ad Council gave the assignment to Dancer Fitzgerald Sample (now Saatchi & Saatchi), which volunteered its creative time and talent. That work was supported and informed by a group of 19 agencies, which formed the nucleus of the Crime Prevention Coalition of America. Today the NCPC manages the National Citizens’ Crime Prevention Campaign, featuring McGruff the Crime Dog and his slogan, “Take A Bite Out Of Crime.” The Campaign has garnered $1.4 billion in donated media support over the years and is one of the most successful campaigns of its kind ever
Current McGruff the Crime Dog PSA Campaigns
McGruff the Crime dog has been talking about the issues that matter to U.S. citizens for more than 30 years. Now he’s addressing some of the latest crime trends and concerns – from Internet crime to identity theft. NCPC’s public service ads, featuring McGruff and other special celebrity personalities, let people know how they can identify suspicious behavior and protect themselves from potential crime in the areas of:
According to recent National Crime Prevention Council surveys it was learned that:
- Kids are very likely to listen to McGruff’s advice! Eighty (80%) percent acknowledge that they would be “likely,” “very likely,” or “extremely likely” to listen to his advice on crime prevention issues.
- McGruff is widely recognized among adults. 73% recognize him simply by looking at his picture. Ninety-four (94%) percent know him once his name is mentioned.