McGruff the Crime Dog

“	Take a bite out of crime!	„
	― McGruff the Crime Dog

Scruff McGruff the Crime Dog is an anthropomorphic animated bloodhound created by advertising executive Jack Keil through the Ad Council and later the National Crime Prevention Council. Debuting in 1980, McGruff's purpose was to raise awareness about crime prevention and personal safety in the U.S. His iconic catchphrase is "Take a bite out of crime."

The character was initially designed to encourage people to adopt crime-reducing measures, such as locking doors and using light timers. Over time, the campaign expanded to address issues like child abduction, anti-drug messages, bullying, and online safety. McGruff was a popular figure, recognized by 90% of people in a 2021 survey, due in part to his presence in modern campaigns against cyber-bullying and elder crime.

The McGruff house program, running from 1982 to 2012, provided safe places for children in danger. McGruff costumes are still used today by police and crime prevention outreach efforts.

Names	Scruff McGruff the Crime Dog, Shurlocked Holmes
Gender	Male
Race	Dog (Bloodhound)
Occupation	Police Detective
Origin	Ad Council and the National Crime Prevention Council PSAs (1980)
Alignment	Good
Age	Varies
Created By	Jack Keil, Sherry Nemmers and Ray Krivascy
Height	Varies
Weight	Varies

History

Crime as a Public Concern

In the years leading up to McGruff's creation, public concern over crime in the U.S. was on the rise. The 1960s were marked by widespread riots and the assassinations of major public figures, including President John F. Kennedy, Martin Luther King Jr., and Malcolm X. During his 1964 presidential campaign, Barry Goldwater made crime a central issue. Although he lost to Lyndon B. Johnson, the focus on crime persisted. In July 1965, President Johnson established the President's Commission on Law Enforcement and Administration of Justice to thoroughly investigate the nation’s crime problems.

After two years and $2.5 million, the Commission released its findings in February 1967 in a report titled The Challenge of Crime in a Free Society. This report influenced the Crime Control and Safe Streets Act of 1968, which provided $300 million to local police departments for personnel and equipment. With the election of Richard Nixon in 1968, efforts to curb rising crime shifted from a social approach—centered on the "War on Poverty"—to a "tough on crime" strategy, known as the "War on Crime." Despite Nixon's focus on crime (until his resignation in 1974), crime rates increased, climbing from 363.5 crimes per 100,000 people in 1970 to 549.5 by 1979. Under President Carter, the national focus shifted to nuclear arms control and human rights, but crime remained an issue, highlighted by the 1979 "kill for thrill" murders in Western Pennsylvania, where two men killed four people over eight days.

Creation

In 1977, the Department of Justice approached the Ad Council to develop a public campaign aimed at engaging citizens in reducing crime. The FBI director initially suggested a fear-based approach to encourage people to take personal safety measures, but the Ad Council rejected this idea, believing it would be ineffective with an already anxious public. Despite this, the Ad Council remained interested in a crime prevention campaign. Leo Perlis, a member of the Ad Council's Public Policy Committee, supported the initiative and met with key figures, including FBI Director Clarence M. Kelley, the head of the National Council on Crime and Delinquency, and a board member of the National Sheriffs' Association, to form a coalition to guide the campaign.

The Ad Council assigned the creative duties to Dancer Fitzgerald Sample, the same agency behind the successful Keep America Beautiful campaign. On February 8, 1979, the Ad Council's board of directors held a meeting with public officials to review data gathered by Dancer Fitzgerald Sample. The agency had conducted focus groups in various cities to gauge public perceptions of crime. The findings revealed that people believed crime prevention was primarily the responsibility of the police, but they were unwilling to support higher taxes to fund more officers. Based on this, the agency recommended a campaign focusing on how individual actions could reduce crime and offering simple, accessible ways for people to get involved.

The task of developing the crime prevention mascot was assigned to Jack Keil, executive vice president and creative director at Dancer Fitzgerald Sample. Inspired by the success of Smokey Bear, Keil envisioned using an animal mascot and coined the slogan "Take a bite out of crime." He initially imagined the mascot as a Snoopy-like dog wearing a Keystone Cop hat, but his creative team felt this concept wouldn’t be taken seriously. Keil then challenged the team to come up with a new design in one day.

Five teams, each consisting of a copywriter and an art director, presented various ideas. Among the rejected proposals were a bulldog version of J. Edgar Hoover, a golden retriever, an "aggressive-looking deputy dog," and a "mongrel who became a wonder dog." The concept that Keil selected, which ultimately became McGruff, was a talking dog in a trench coat designed by Sherry Nemmers and Ray Krivascy. This character was portrayed as a world-weary detective, drawing inspiration from figures like Raymond Chandler’s private investigators, Dashiell Hammett’s characters, and even Columbo.

While Keil praised the idea, the U.S. Department of Justice was initially skeptical about using a talking dog to promote crime prevention. Around this time, the Law Enforcement Assistance Administration (LEAA)—created by President Johnson—was under fire for inefficiency, leading President Carter to dismantle it. However, Robert Diegelman, tasked with shutting down the LEAA, saw potential in the public safety outreach program and managed to preserve it, despite opposition. Attorney General Benjamin Civiletti voiced his disapproval, famously asking, "Why has the LEAA gotten into a campaign that is spending good money on a talking dog?" Though Civiletti ordered the campaign to be canceled, the advertisements had already been distributed to the media and were ready to air.

In November 1979, the dog was officially introduced at a press conference in New York City with the slogan "Take a bite out of crime." Eight months later, in July 1980, a nationwide contest to name the dog concluded. "McGruff the Crime Dog" was selected as the winning name, with "Shurlocked Homes" as the runner-up. The winning name was submitted by Officer John Isbell of the New Orleans Police Department.

Initial Impact

McGruff was the first Ad Council campaign to undergo an independent evaluation. Garrett O'Keefe from the University of Denver received a $900,000 grant from the Justice Department's National Institute of Justice to assess the campaign's effectiveness. O'Keefe found that the media response was overwhelmingly positive, with over $100 million in donated ad time and space by mid-1981, making McGruff one of the most successful Ad Council campaigns. As a result, more than 1 million free crime prevention booklets were distributed, and an additional 250,000 were purchased from the Government Printing Office. The U.S. Army also printed 300,000 booklets for its programs.

By the end of 1981, more than half of Americans had seen at least one McGruff advertisement, with one-third reporting they had seen the ads more than ten times. Television accounted for 78% of views, followed by posters and billboards at 14%, and newspapers at 8%. The campaign reached a wide range of demographics, with a slightly higher impact on groups more prone to crime, such as men, youth, people in less stable housing situations, and those living in lower-working-class neighborhoods. Of those exposed to the ads, 88% could articulate their message, and 28% specifically noted the focus on encouraging citizens to participate in crime prevention and report suspicious activity to the police.

When O'Keefe surveyed public perception of McGruff, only 3% disliked the character, mostly finding him "too cutesy." In contrast, 57% appreciated McGruff for being "attention-getting, clever, different, or appealing to all ages," while 36% were neutral. Additionally, 8% found the commercials annoying, while 59% said they were "pleased" by them.

To measure the ads' impact, O'Keefe conducted surveys in 1979 and 1981—before and after McGruff's debut. The campaign promoted 40 personal security measures, with TV ads focusing on seven: locking doors, using outdoor lights, putting indoor lights on timers, asking neighbors to watch the house, watching the neighborhood, reporting suspicious activity, and forming community groups. Six of these saw significant increases in usage following the McGruff campaign. The only exception was locking doors, which O'Keefe attributed to a plateau effect, as 75% of respondents already reported locking their doors in 1979. Interestingly, the only security measure not featured in the TV ads but still showing a notable increase was getting a dog.

Campaigns

Since his debut in 1980, McGruff has been featured in television, newspaper, billboard, and radio advertisements, helping to raise awareness about crime and prevention strategies. The Ad Council and the National Crime Prevention Council continue to use McGruff in national campaigns, and around 1,500 law enforcement agencies use McGruff costumes as part of their community outreach efforts, particularly with children. McGruff's advertisements follow a "fulfillment strategy," offering contact information for more details. Early ads provided PO boxes, while modern campaigns use phone numbers and websites.

McGruff was well-received in the 1980s, and current campaigns maintain a high level of recognition. A Harris Interactive survey for the National Crime Prevention Council found that 9 out of 10 adults, teens, and children recognized McGruff after being prompted, with 3 out of 4 adults and 8 out of 10 teens and children recognizing him without prompting. The survey also revealed that McGruff's advice was highly trusted, with 8 in 10 children, 7 in 10 teens, and 6 in 10 adults indicating they were likely to follow his recommendations.

Initial Campaign

The first McGruff campaign launched in 1980, featuring three television and radio advertisements, along with billboards and posters. The primary focus was on raising public awareness about how individuals could help prevent crime by taking personal security measures, increasing community vigilance, and reporting crimes in progress.

The first television ad, "Stop a Crime," debuted in February 1980. In the 60-second spot, McGruff (voiced by Jack Keil) enters an unlocked house, warning viewers, "All crime needs is a chance. Don't give it a chance," while offering tips on crime prevention. These tips included locking doors, using exterior lights, securing windows, asking neighbors to watch homes during absences, and using light timers.

Two additional ads followed, emphasizing community crime prevention. In "The Gilstraps," McGruff observes men loading furniture into a moving truck, revealing them as thieves stealing from the Gilstraps' home. The neighbors, knowing the family is out of town, call the police.

The third ad, "Mimi Marth," highlighted the power of community watch programs. Actual Hartford resident Mimi Marth and another member, Albert Bell, are shown reporting crimes to the police via radio. McGruff informs viewers, "There’s 126 of them, regular people like you and me, working against crime."

Beyond media efforts, a McGruff costume was created for in-person appearances. Today, about 1,500 state and local law enforcement agencies use officers dressed as McGruff to educate children and communities about crime prevention.

Addressing Crime

Jack Calhoun, the first president and CEO of the National Crime Prevention Council (NCPC), emphasized addressing the root causes of crime, stating, "At some point, I have to step out from my locked house and barred windows." Current efforts aim to reintroduce McGruff to a new generation, positioning him as a watchdog against modern criminal activities, including online crime. Paul DelPonte, the current head of the NCPC, emphasized the importance of community involvement in reducing violent crime, stating that "strategies that increase public engagement in public safety are proven crime stoppers." He has also encouraged public health officials to integrate McGruff's message into health prevention programs.

The NCPC and McGruff are collaborating with the U.S. Patent and Trademark Office to combat the sale of counterfeit products online. The "You're Smart. Buy Smart." campaign, which premiered in August 2022, features McGruff in 3D animation and is among the largest campaigns in the Crime Dog's history. Filmed at Jim Henson Studios in Hollywood, the ads are also available in Spanish. The campaign includes a partnership with NASCAR, showcasing a McGruff-themed car driven by Joey Gase.

In December 2021, McGruff made an appearance on the animated television show Family Guy, in a segment focused on preventing kidnapping. This reappearance sparked a wave of fan support. Additionally, in April 2022, the NCPC partnered with McGruff to establish Fentanyl Prevention Awareness Day, which was observed on August 21, 2022. Later that year, in October, the NCPC launched livesproject.org, a digital remembrance quilt to honor victims and raise awareness about fentanyl.

McGruff Houses and Trucks

The McGruff House program, launched in 1982 in Utah, provided temporary safe havens for children in emergency situations. It was created in response to the abduction and murder of five children by Arthur Gary Bishop. Homeowners and apartment dwellers, after passing a background check, would display a McGruff sign in their windows to signal that their homes were safe places for children in distress. Children were taught in schools and at community events to seek help from these homes when they felt threatened or needed assistance.

The program operated under the motto "we'll call for help," emphasizing that McGruff Houses were temporary refuges. Volunteers were trained to contact the proper authorities and provide emotional support to children in danger, but they were not expected to provide first aid or escort children, except in extreme emergencies where they were qualified.

In 1986, the first McGruff Truck program was introduced in Utah, with a utility company designating its trucks as "rolling McGruff Houses." The program expanded to include other companies and municipalities, and by 2006, over 170 participants were involved. However, in February 2012, the McGruff House program was discontinued after nearly 30 years due to the increasing use of cell phones for emergencies and tighter budget constraints.

In 2018, McGruff made a comeback through a TV spot in GEICO Insurance's "Count on GEICO" campaign, developed by the Martin Agency. The ad featured an animated McGruff attempting to share investigation evidence with human colleagues, who humorously dismissed him as an actual dog, leading to McGruff storming out in frustration.

Trivia

• There are 4,000 active McGruff costumes currently in use.
• McGruff owns a classy Corvette, a monster truck in Arizona, and a wiener wagon in Florida, but he prefers riding in patrol cars to assist law enforcement.
• His favorite crime-fighting techniques include teaching children safety tips for home and school and helping law enforcement officers enhance their work.
• McGruff is a "ham" who enjoys doing public service announcements for TV and radio and loves posing for print or billboard advertisements.