McGruff the Crime Dog

McGruff the Crime Dog
First appearance July 1980
Created by Saatchi & Saatchi through the Ad Council
Information
Species Dog
Gender Male

McGruff the Crime Dog is an anthropomorphic cartoon bloodhound created by Saatchi & Saatchi through the Ad Council for the National Crime Prevention Council for use by American police in building crime awareness among children. He debuted from Dancer Fitzgerald Sample in July 1980.[1] The character himself was created by copywriter Sherry Nemmers and art director Ray Krivascy. Nemmers and Krivascy reported to creative director Jack Keil, who wrote the motto "Take a Bite out of Crime." Keil, who hails from Rochester, New York, also did McGruff's voice for many years. After two years on the air, a nationwide contest was opened to name the character. The most common entry was "Sherlock Bones." Other entries included "J. Edgar Dog," "Sarg-dog," and "Keystone cop Dog." The winner, McGruff the Crime Dog, was submitted by a New Orleans police officer. In some of McGruff's advertisements, he appears with his nephew Scruff McGruff.

McGruff reaches kids through commercials, songs, educational videos and booklets from the National Crime Prevention Council, talking about drugs, bullying, safety and the importance of staying in school. Recently, McGruff has appeared in commercials addressing identity theft. The character is often used with his motto "Take a bite out of crime!" He also reaches kids through personal appearances as both puppets (often used in classrooms) and costumes worn by police officers nationwide. In a 1990 commercial, Ralph Edwards appeared to honor McGruff's 10th anniversary with a This Is Your Life themed ad.

In 2005, a new identity theft warning campaign was launched in honor of his 25th birthday.[2]

McGruff Houses and trucks

A McGruff House was a designated house bearing a McGruff logo indicating that it is a safe refuge for children who feel they are in danger. The first McGruff House was opened in Utah in 1982, and there were about 700 McGruff House programs throughout the United States. The program is similar to one in the 1970s in which a picture of a red hand was placed in the window of neighborhood houses that provided refuge.

In February 2012, the McGruff House program was ended after a 30-year successful run due to lessened need in the era of cell phones and tight budgets.[3]

Similarly, there is a program whereby public utility and government work trucks can display a decal identifying the occupant as someone who can be approached if a child feels that they are in danger, or lost, or otherwise distraught.

See also

References

  1. ↑ "McGruff Timeline". National Crime Prevention Council. Archived from the original on 2006-10-05. Retrieved 2006-10-12.
  2. ↑ On the Internet, Nobody Knows You're a Crime Dog June 27, 2005
  3. ↑ McGruff House® and McGruff Truck® Programs Close Feb 18,2015

External links

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