The National Citizens’ Crime Prevention Campaign, with McGruff as its spokesdog, is one of the most successful public service advertising campaigns in history.

Over the past 25 years, McGruff has made thousands of appearances in newspapers and on the radio, television, and Internet. His messages have changed from urging personal, family, and home security to more broadly based crime prevention concerns. By the mid-1980s, McGruff was encouraging people to join Neighborhood Watch and clean up streets and parks so they’d be less inviting for criminals. In 1993, McGruff’s nephew Scruff, who has a special knack for talking with the youngest children, was introduced to help teach children crime, drug, and violence prevention behaviors. That same year, a new campaign in Spanish was introduced for children and adults.

During the mid-1990s, the National Citizens’ Crime Prevention Campaign addressed the effects of gun-related violence on children. Current issues include volunteering, bullying, Internet safety, and identity theft.

The Campaign is constantly evolving, and McGruff and NCPC will continue to tackle new issues that threaten the safety and security of people and their communities - just as always.