The National Citizens' Crime Prevention Campaign, with McGruff as its spokesdog, is one of the most successful public service . . .
The National Citizens’ Crime Prevention Campaign, with McGruff as its spokesdog, is one of the most successful public service advertising campaigns in history.
- Each tax dollar invested in the Campaign’s public service advertising generates between $90 and $100 in donated advertising airtime
- 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
- In 1998, the Campaign garnered more than $128 million in donated media support - more than three times the average of national public service advertising campaigns
- More than one in five adults acted on McGruff’s messages at a net cost to taxpayers of just 2.9 cents per person, according to an independent evaluation
Over the past 25 years, McGruff has made thousands of appearances in newspapers and on the radio, television, and Internet. His messages have changed from urging personal, family, and home security to more broadly based crime prevention concerns. By the mid-1980s, McGruff was encouraging people to join Neighborhood Watch and clean up streets and parks so they’d be less inviting for criminals. In 1993, McGruff’s nephew Scruff, who has a special knack for talking with the youngest children, was introduced to help teach children crime, drug, and violence prevention behaviors. That same year, a new campaign in Spanish was introduced for children and adults.
During the mid-1990s, the National Citizens’ Crime Prevention Campaign addressed the effects of gun-related violence on children. Current issues include volunteering, bullying, Internet safety, and identity theft.
The Campaign is constantly evolving, and McGruff and NCPC will continue to tackle new issues that threaten the safety and security of people and their communities - just as always.
See NCPC and McGruff's latest crime prevention campaigns and learn how you can protect yourself and your loved ones from crime.