The National Citizens' Crime Prevention Campaign is the
embodiment of, and catalyst for, citizen action to combat
crime and reduce fear of crime in the United States.
The Campaign is the first, and the only, nationally organized,
public education program on crime prevention in the country.
It is designed to stimulate community involvement and generate
confidence in comprehensive crime prevention activities
and provide a national focus and resource for crime prevention
programs across the country.
The Campaign was formally launched in 1979 to persuade
Americans that they can do something about crime. Most viewed
crime as inevitable and its prevention as the job of the
Today, more than three out of four Americans believe that
they can personally take actions to reduce crime and that
their neighborhoods and communities can act to prevent crime.
A major force behind this shift to a more positive attitude
is the National Citizens' Crime Prevention Campaign.
The Campaign is symbolized by McGruff
the Crime Dog®, and his "Take A Bite
Out Of Crime®" slogan. Since 1980, McGruff® has been educating and advising Americans through such avenues
as public service advertising, educational videos, and personal
shows that some 99 percent of children in the six to twelve
year-old age group recognize and understand the McGruff®
percent of adults recalled having seen the McGruff®
Public Service messages (PSAs).
who had seen the PSAs have learned from them; one fifth
who had seen them had taken preventative actions.
half reported feeling more personally responsible for preventing
crime; slightly more than half said they had become more
concerned about the crime problem.
substantial majority said the PSAs were effective in increasing
their own crime prevention awareness (70 percent) and childrens
awareness of crime prevention (90 percent).
The impact created on the American psyche through this
media, law enforcement, and educational campaign has been
profound and is now stronger than ever. In 1998, the last
measured year for media spending, McGruff®s
Take A Bite Out Of Crime advertising
campaign received a staggering $128 million in donated media
support. This is a 51-year all-time media exposure record
for The Advertising Council. (The average Advertising Council
advertising campaign generates $30 million per year). It
is the most successful advertising campaign in the history
of The Advertising Council.
The Social Impact of the National Citizens Crime Prevention
Campaign published by the Bureau of Justice Assistance,
Office of Justice Programs, U.S. Department of Justice,