Message about crime still strong after 25 years
It started as a simple idea. An animated dog dressed in a checkered dress, saying, “You do not know me yet. But you will.”
Twenty-five years and three generations later, people still recognize McGruff the Crime Dog as an American icon that is a bite off the crime. ”
In the early 1970’s, most people thought it was strictly enforcing law to prevent crime. However, a group of concerned private citizens and government leaders believed that individuals and collective work, together with the police, could help prevent crime prevention.
Fast forward until 1980, when an advertising campaign – created by the advertising agency Saatchi & Saatchi and distributed by The Advertising Council Inc. – McGruff introduced the Crime Dog to the American public.
Originally, the iconic trademark of the National Crime Prevention Council targeted adults with common sense about everything from household safety to neighborhood safety.
Over the years, he has expanded his reach to teenagers and children to teach them how to protect themselves from the dangers of drug abuse and gun violence, and more recently how to handle bullets and surf the web safely.
Since his debut, McGruff has been instrumental in showing adults and youth how their involvement can reduce crime. Today, more than three out of four Americans believe that they can do personally to prevent crimes.
While crime was generally reduced from the highlights seen in the 1990s, it stays in communities every day throughout the country. For this purpose it is clear that even with a more diverse, older, tech-savvy nation, McGruff the Crime Dog still has a job to do.
In the last quarter of the century, McGruff became more than just a familiar face. He is a true part of Americana, even in trivia questions about “Jeopardy” and “Wheel of Fortune” in movies like the “Mystic River” and VH1’s “I Love the 80s Strikes Back.” Over $ 1 billion was donated to help spread McGruff’s message, which we can all do together. “Take a bite out of crime.”