25-Year-Old McGruff Takes On Identity Theft


McGruff the Crime Dog, the symbol of the National Crime Prevention Council, is starting an campaign against identity theft. McGruff was introduced on July 1, 1980; today marks the start of the publicity campaign for his 25th birthday (or 175th in dog years), says the New York Times. The Ad Council says 93 percent of American children recognize him and know he provides safety tips, while 96 percent of adults are aware of his “Take a bite out of crime” slogan.

To celebrate McGruff’s birthday, Saatchi & Saatchi is creating several ads, including a radio campaign for adults that features Joy Behar, the comedienne who is a co-host of “The View,” the ABC daytime talk show; TV ads for adults on bullying that will feature ABC celebrities; and short soap operas on bullying for children that will be shown on McGruff’s Web site, www.mcgruff.org.

Link: http://www.nytimes.com/2005/06/27/technology/27crime.html?pagewanted=all

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