It began as a simple idea. An animated dog in a rumpled trench coat, uttering the words, “You don’t know me yet. But you will.”
Twenty-five years and three generations later, people still recognize McGruff the Crime Dog as an American icon that is “taking a bite out of crime.”
In the early 1970s, most people thought it was strictly up to law enforcement to prevent crime. However, a group of concerned private citizens and government leaders believed that working individually and collectively, in tandem with the police, could aid in crime prevention.
Fast-forward to 1980, when an ad campaign – created by advertising agency Saatchi & Saatchi and distributed by The Advertising Council Inc. – introduced McGruff the Crime Dog to the American public.
Originally, the National Crime Prevention Council’s iconic brand targeted adults with common-sense messages about everything from home security to neighborhood safety.
Over the years, he extended his reach to teens and children, teaching them how to protect themselves against the dangers of drug abuse and gun violence, and more recently, how to handle...
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