McGruff Turns 25: Taking a Bite out of Time

USNewswire ^ | 07/02/05 | USNewswire

[freedom44]

WASHINGTON, June 30 /U.S. Newswire/ -- McGruff the Crime Dog, the trench coat-wearing icon who has taught millions of Americans how to "Take a Bite Out of Crime," celebrates his 25th birthday -- or 175 in dog years. Created by adman Jack Keil in 1980, McGruff was modeled after famous gumshoes such as television's Colombo for the National Citizens' Crime Prevention Campaign to teach straightforward messages about safety and crime prevention. According to a Department of Justice study, three out of four Americans think they can do something to prevent crime, in part due to McGruff's messages over the past 25 years.

McGruff was introduced to Americans, wearing his rumpled trench coat with his first public service advertisement saying: "You don't know me...yet. But you will." And he was right. This spokesdog is recognized as a face of public safety by 74 percent of adults and 76 percent of kids who know and trust him.

Since then, McGruff the Crime Dog has taught millions of people that the police can't do it alone, starting with basic crime prevention messages about watching out for your neighbor and "stranger danger" for children. Created pro bono by Saatchi & Saatchi, the volunteer ad agency that has created the advertising for McGruff since 1980, the focus of his message has evolved to address 21st century concerns such as bullying in schools, cyber-safety, identity theft and even homeland security.

Keil, who also is the tough-talking voice of McGruff, came up with the idea in an airport lounge. The dog won out over his other ideas including an elephant to stomp on crime and a lion to roar at crime. McGruff got his name in a "name that dog" contest from an officer in the New Orleans Police Department, winning out over 2,500 other entries such as Shure-Lock Bones and J. Edgar Dog.

"The McGruff campaign has been a lynchpin of the public safety movement for nearly three decades, engaging law enforcement agencies and community residents in preventing crime," said Al Lenhardt, president and CEO of the National Crime Prevention Council. "McGruff the Crime Dog is an enduring figure of crime prevention, but his job is far from over. With new problems and threats arising, McGruff will remain at the forefront, urging all American's to help 'Take a Bite Out of Crime.'"

Did You Know?

-- There are more than 3,000 McGruffs in costume across the United States who appear with local law enforcement officers at hundreds of events each year.

-- McGruff has been featured as the topic of questions on Jeopardy and Wheel of Fortune, has starred on an episode of Webster, and had one of his PSAs appear on VH1's I Love the 80's Strikes Back.

-- Celebrities sharing McGruff's birthday include Michelle Kwan, Jessica Simpson, and Michelle Williams.

-- Sportscaster Chris Berman gave baseball star Fred McGriff the nickname "Crime Dog" -- after McGruff the Crime Dog.

[freedom44]

[hole_n_one]

woof!

[McGruff]

lol: I wish I was only 25.

[tiredoflaundry]