McGruff the Crime Dog
McGruff the Crime Dog is an iconic advertising figure created by the National Crime Prevention Council (NCPC) to promote crime prevention, particularly among children. Debuting in 1978, McGruff encourages the public to "Take a bite out of crime" and has become a recognizable symbol, celebrated for his impact on crime awareness and safety education. Research indicates that 99% of children aged six to twelve are familiar with McGruff, and he has been deemed one of the most successful public service advertising campaigns in American history. The character, often portrayed as a friendly anthropomorphic dog, appears on various media platforms and engages with communities directly, offering safety tips and crime prevention resources.
In addition to McGruff, the program features his nephew, Scruff, who is designed to resonate more with younger audiences by teaching them about making safe choices in challenging situations. Initiatives like the McGruff Truck and McGruff House programs provide critical resources for community safety, supporting children in distress. Despite its overall positive reception, the McGruff program faced some controversy, including a notable incident in 2014 when a previous actor portraying McGruff was arrested for serious crimes. Overall, McGruff remains a significant figure in advocating for community involvement in crime prevention and fostering safer neighborhoods.
On this Page
McGruff the Crime Dog
Identification: Cartoon dog that serves as an advertising icon of the National Crime Prevention Council
Date: Introduced in 1980
Significance: McGruff may be the most recognized figure in community-based crime prevention in the United States. Introduced by the National Crime Prevention Council, McGruff reaches millions of citizens—especially children—each year through various media.
In 2005 McGruff the Crime Dog celebrated his twenty-fifth year as the National Crime Prevention Council’s (NCPC) advertising icon who urges citizens, especially children, to "Take a bite out of crime." In 1978 the Advertising Council was asked to educate the nation in crime prevention using public service advertising. The McGruff campaign, which was the collective brainchild of nineteen different volunteer advertising agencies, has been rated the most successful in American history. Research has shown that 99 percent of America children between the ages of six and twelve recognize McGruff and understand his messages and that 80 percent of adults can recall seeing McGruff public service announcements.
McGruff represents the belief, first echoed by Great Britain’s early nineteenth century prime minister Sir Robert Peel and later by proponents of community-oriented policing, that the public has the power to take control of its streets and assist local law-enforcement officials in preventing crime and creating safer and healthier communities. As the anthropomorphic representation of a police dog, McGruff connects with audiences whether as a cartoon or played by an actor in costume. The character can be seen on television, on the Internet, in printed materials, and on personal visits to local neighborhoods, where he provides helpful safety hints to people of all ages. The McGruff program provides video materials, booklets, and kits featuring McGruff in a host of crime-prevention activities.
The program has also introduced a second canine character, McGruff’s nephew, Scruff, who is designed to relate more closely with children. Scruff’s cartoon coloring books teach children about making correct choices in difficult and sometimes dangerous situations, such as situations involving drugs, bullying, and weapons.
The McGruff Truck program, which recruits and trains local utility workers to help children in distress, and the McGruff House program, which set up havens in the community for children who are threatened or in trouble, were other resources in the fight to keep communities’ most vulnerable members safe. The NCPC works closely with local law-enforcement offices to organize awareness events and to advocate citizen involvement in crime prevention.
Though the McGruff program is almost universally seen as a successful and beloved initiative, it has been connected to some minor controversies. In 2014 an actor who had previously played the dog was arrested and sentenced to sixteen years in prison for growing marijuana and possesing illegal weapons, including a grenade launcher.
Bibliography
"Crime Prevention—McGruff the Crime Dog." Ad Council. Ad Council, 2016. Web. 25 May. 2016.
Hathcock, Jim. “Crime May Not Pay, but Crime Dog Pays Big for Local Puppet Producer.” San Diego Business Journal 10, no. 3 (August, 1989).
"History of McGruff." McGruff Safe Kids. Natl. Crime Prevention Council, 2015. Web. 25 May. 2016.
Stampler, Laura. "McGruff the Crime Dog Actor Jailed for Pot, Grenade Launchers." Time. Time, 6 Feb. 2014. Web. 25 May. 2016.
Wagner, Arlo. “Metro Calls on Crime Dog: McGruff Warns About Stations.” Washington Times, September 19, 1997.