Aufsatz

McGruff the crime dog

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Kurs
Englisch

Hochschule
Gymnasium

An essay about McGruff the crime dog. An american mascot created to teach about home security. This essay explaines why McGruff was created, the impact it had and what kind of campaigns are still happening today.

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Hochgeladen auf 3. oktober 2024
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Hochschule Mittelschule
Studium Gymnasium
Kurs Englisch
Schuljahr 1

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McGruff the Crime Dog

Why was McGruff created?

There was an increase in the concern of the U.S. public over crime. Numerous public figures

were assassintaed, including President Kennedy, Martin Luther King jr. and Malcom X. Crimes

were one of the biggest issues the U.S. had to face at that time. President Johnson formed the

Presidents Commission on Law Entforcement and Administration of Justice in July 1965. The

commission was created to prob into the problems of crime in the U.S. It took the commission 2

years and $2.5 million to deliver the report 'The Challenge of Crime in a Free Society' (February

1968). That report influenced the Crime Control and Safe Streets Act of 1968, because of which

$300 million were given to local police forces for more personnel and equiptment. The attempts

to control rising crime rates failed though and the rate continued to rise.

The creation

In 1977 the Department of Justice approached the Ad council and asked them to create a public

campaign to engage the public in reducing crime. It was recommended to play the campaign on

fears to convince citizens to take personal saftey steps, but that idea was rejected. The Ad

Council reasoned that the public was already frightened and would ignore it. Leo Perlis, a

member of the Ad Council's Public Policy Committee, FBI Director Clarence M, Kelley and a

board member of the National Sheriffs' Association met up to form a coalition to direct the ad

campaign.

The creative responsibilties were given to Dancer Fitzgerald Sample (an advertising agency

during the 20th century, founded 1923 and merged into Saatchi & Saatchi network ín the 1980s).

, The Ad Council has previously worked with this agency for their 'Keep America Beautiful'

campaign. Before actually being able to start the campaign, meetings were held and the Ad

council and public official listened to data Dancer Fitzgerald Sample had compiled. They wanted

to determine public perceptions on crime. The public believed the police is responsible for

preventing crimes, but they are also unwilling to pay more in taxes to support more officers

(authors comment: obviously doesn't anyone want to pay more taxes just so officers are more

willing to do what they are supoosed to in the first place.) Therefore they recommended a

campaign which would 'emphasize that individual actions can reduce crime' and 'offer easily

accessible opportunities for people to participate'.

The task of creating that campaign was given to Jack Keil, the executive vice president and

creative director of Dancer Fitzgerald Sample. While creating the character for the campaign he

was thinking of Smokey Bear (U.S. Forest Service advertising icon), so he came up with the idea

of an animal mascot. After coming up with the slogan—"Take a bite out of crime"—he settled

upon the idea of a dog. After five teams of two each provided ideas for a version of the mascot

Keil picked a talking dog in a trench coat (produced by Sherry Nemmers and Ray Krivascy).

The U.S. Department of Justice wasn't as enthused by the ideas and the campaign was ordered to

be shut down, but the advertisements had already been distributed to the media and were set to

run.

The dog was introduced at a press conference in New York City in November 1979. In July 1980

a nationwide contest was held to name the dog. "McGruff the Crime Dog" was selected as the

winner with "Shurlocked Homes" as the runner-up.

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