News Detail

TAKING A BITE OUT OF TIME, MCGRUFF TURNS 25: DOGGED CRIME FIGHTER CELEBRATES QUARTER CENTURY

July 1, 2005

NEW YORK, July 1st - McGruff the Crime Dog, the trench coat-wearing icon who has taught millions of Americans how to "Take a Bite Out of Crime," today celebrates his 25th birthday - or 175 in dog years. Created by adman Jack Keil in 1980, McGruff was modeled after famous gumshoes, such as television's Colombo for the National Citizens' Crime Prevention Campaign to teach straightforward messages about safety and crime prevention. Today, according to an "Are We Safe Survey" conducted by the National Crime Prevention Council, three out of four Americans think they can do something to prevent crime, in part due to McGruff's messages over the past 25 years.

McGruff was introduced to Americans with his first public service advertisement saying: "You don't know me…yet. But you will.", and he was right. This spokesdog is recognized by 93 percent of American children who know he provides safety tips, while 96 percent of adults are aware of his "Take a Bite Out Of Crime" slogan.

McGruff the Crime Dog has taught millions of people that they can do something to help their communities be safe, starting with basic crime prevention messages about watching out for their neighbor and "stranger danger" for children. Created pro bono by Saatchi & Saatchi, the volunteer ad agency that has created the advertising for McGruff since 1980, the focus of his message has evolved to address 21st century concerns such as bullying in schools, cyber-safety, identity theft and even homeland security.

Keil, who is also the tough-talking voice of McGruff, came up with the idea in an airport lounge. The dog won out over his other ideas including an elephant to stomp on crime and a lion to roar at crime. McGruff got his name in a "name that dog" contest from an officer in the New Orleans Police Department, winning out over 2,500 other entries such as Shure-Lock Bones and J. Edgar Dog.

"The McGruff campaign has been a lynchpin of the public safety movement for nearly three decades, engaging law enforcement agencies and community residents in preventing crime," said Al Lenhardt, President and CEO of the National Crime Prevention Council. "McGruff the Crime Dog is an enduring figure of crime prevention, but his job is far from over. With new problems and threats arising, McGruff will remain at the forefront, urging all American's to help 'Take a Bite Out of Crime.'"

"McGruff the Crime Dog is one of the most beloved advertising icons in history and his important messages have resonated with Americans during the last twenty-five years," according to Peggy Conlon, President and CEO of The Advertising Council. "McGruff and his messages are as critical today as it was when he was introduced in 1980."

"McGruff is a tremendous cultural icon," said Tony Granger, Chief Creative Officer at Saatchi & Saatchi NY. "We are honored to work with the Ad Council on this important initiative and we look forward to creating effective crime prevention messages over the next 25 years."

About The National Crime Prevention Council

The National Crime Prevention Council (NCPC) is a private, nonprofit organization whose primary mission is to enable people to create safer and more caring communities by addressing the causes of crime and violence and reducing the opportunities for crime to occur. NCPC manages public service advertising under the National Citizens' Crime Prevention Campaign - symbolized by McGruff the Crime Dog® and his "Take A Bite Out Of Crime®" slogan-and acts as secretariat for the Crime Prevention Coalition of America, a nonpartisan group of national, federal, state, and local organizations committed to preventing crime. NCPC is funded through a variety of government agencies, corporate and private foundations, and donations from private individuals. For more information on crime prevention issues, visit www.ncpc.org; for information on the National Citizens' Crime Prevention Campaign, visit www.weprevent.org.

About SAATCHI & SAATCHI

Ideas company Saatchi & Saatchi New York is the largest agency in the 138-office Saatchi & Saatchi global network, part of Publicis Groupe, the world's fourth largest communications group. The agency has over 40 #1 brands in its client portfolio, including Tide, Pampers and Olay (Procter & Gamble) and Pillsbury, Betty Crocker and Cheerios (General Mills). The agency is known for its exceptional strength at understanding the emotional connections between consumers and products. This approach comes to life through Lovemarks, the methodology created by Saatchi & Saatchi to create "loyalty beyond reason" and "inspirational consumers."

About The Advertising Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives.