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McGruff debuted in 1980 with television, newspaper, billboard, and radio advertisements. The Ad Council and the National Crime Prevention Council still use McGruff in national campaigns to raise awareness about crime and crime prevention strategies. About 1500 law enforcement agencies use McGruff costumes as part of their outreach efforts in communities. McGruff advertisements feature a "fulfillment strategy", a means of contact for more information. Early advertisements contained PO boxes that could be written to for more information, but now contain phone numbers and websites.[22] McGruff was well received in the 1980s, and current campaigns are similarly recognizable. In a survey done by Harris Interactive for the National Crime Prevention Council, McGruff was known by 9 in 10 adults, teens, and children once being prompted; about 3 in 4 adults, 8 in 10 teens, and 8 in 10 children recognized McGruff without being prompted. Respondents were asked how likely they were to take McGruff's advice. Children were found to be very receptive, with 8 in 10 responding they were likely to take his advice. 7 in 10 teens and 6 in 10 adults gave similar responses.[23] Initial campaign[edit] The first McGruff campaign featured three television and radio advertisements as well as billboards and posters. The campaign focused on raising awareness of the ability for citizens to help prevent crime through personal security steps, community awareness, and reporting crimes in progress. The first television advertisement, "Stop a Crime", debuted in February 1980. The full 60-second advertisement features McGruff (voiced by Jack Keil) entering an unlocked house and telling the viewer, "All crime needs is a chance. Don't give it a chance" before giving tips on preventive measures.[24] These measures included locking doors, turning on exterior lights, securing windows, asking neighbors to watch the house during long absences, and putting lights on timers.[21][24] The advertisement was followed by two more which focused on community crime prevention tactics: "The Gilstraps" and "Mimi Marth". In "The Gilstraps", McGruff is backgrounded by men loading furniture into a moving truck. McGruff points out that these are actually thieves stealing from the home of the titular Gilstraps. The camera cuts to the Gilstraps' neighbors who, knowing the Gilstraps are out of town, call the police.[25] In order to show the effectiveness of community watch, McGruff creator Sherry Nemmers selected actual Hartford resident Mimi Marth for the advertisement which now bears her name. "Mimi Marth" shows Marth and another watch member, Albert Bell, responding to crimes in progress by reporting them to police on their radios. McGruff tells the viewer that "There's 126 of them, regular people like you and me, working against crime."[26] In addition to advertising and media campaigns, a costume was created for in-person appearances. Approximately 1,500 state and local law enforcement agencies use officers wearing a McGruff costume to educate children and others about crime prevention. Addressing kidnapping, drugs, gun violence, and online fakes[edit] The National Crime Prevention Council hired their first president and CEO, Jack Calhoun. Calhoun wanted to address the roots of crime saying, "At some point, I have to step out from my locked house and barred windows."[27] Current plans are to introduce McGruff to a new generation and to have the Crime Dog become a watchdog to combat new criminal and 21st Century online crime. "A greater investment in community interventions will help take a bite out of violent crime," said Paul DelPonte, current head of the National Crime Prevention Council. "Strategies that increase public engagement in public safety are proven crime stoppers." DelPonte also has urged public health officials to use McGruff and crime prevention in health prevention programs.[28] NASCAR driver Joey Gase at Daytona International Speedway NCPC and McGruff are currently working with the U.S. Patent and Trademark Office[29] to combat the sale of fake products online.[30] The campaign, "You're Smart. Buy Smart.", premiered the first television ads [31] featuring McGruff in 3D animation in August 2022. The ads, filmed on the lot of Jim Henson Studios in Hollywood, are also in Spanish. Among the largest campaigns in the Crime Dog's lengthy career, it includes a partnership with NASCAR and featured a new car with driver Joey Gase.[32] In December 2021, the animated television show Family Guy featured McGruff and the National Crime Prevention Council on preventing kidnapping. The re-emergence of McGruff generated an outpouring of fan support.[33] In April 2022, the National Crime Prevention Council announced a partnership with McGruff the Crime Dog in creating Fentanyl Prevention Awareness Day scheduled for August 21, 2022.[34] In October of the same year, the organization launched livesproject.org, a digital remembrance quilt to honor victims and to raise awareness of the problem. McGruff Houses and trucks[edit] The McGruff House program was a program that designated temporary safe havens for children in emergency situations. The program was first created in Utah in 1982 in response to the abduction and murder of five children by Arthur Gary Bishop. Owners of houses and apartments, after clearing a background check, would display a sign in their window with the image of McGruff. Children would be educated at school and community events to go to these houses when they felt threatened or in need of help.[35] The program operated under the motto "we'll call for help" and emphasized its use as a temporary haven.[35] Volunteers were trained to call the appropriate authorities in emergency situations and would provide emotional support to children in danger. The program made clear that volunteers were for emergency situations, and even in such situations, volunteers would not act as escorts or provide first aid "except in extreme emergency situations and then only if qualified."[36][37] The first McGruff truck was established in Utah in 1986. A utility company asked that its trucks be designated as "rolling McGruff Houses" and were approved. The program was extended to other companies and municipalities, and in 2006 there were over 170 participants.[35] In February 2012, the McGruff House program was ended after nearly 30 years. The program was ended because, with the advent and growing prominence of cell phones, the need for McGruff Houses declined combined with tightening budgets.[38] In 2018, the Martin Agency brought back McGruff as part of GEICO Insurance's 'count on GEICO' campaign. The TV spot has an animated McGruff attempting to share his investigation evidence with several human colleagues. They respond by not taking him seriously and treating him like an actual dog with 'baby talk', leading to McGruff's throwing his paperwork in the air and storming out of the scene. See also[edit] National Night Out Smokey Bear References[edit] .mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-t
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