In 1979, many Americans
thought they could do little about crime. Most viewed crime as inevitable and its
prevention as the job of the police. Today, more than three out of four Americans believe
they personally can take actions to reduce crime, and that their neighborhoods and
communities can act to prevent crime.
A major force behind this shift to a more positive attitude is the National Citizens'
Crime Prevention Campaign, a coordinated effort to prevent crime and build safer, better
communities. The campaign is symbolized by McGruff, the Crime Dog, and the "Take A
Bite Out Of Crime" slogan. Since 1980, McGruff has been educating and exhorting
Americans through such avenues as public service advertising, educational films and
videos, brochures, posters, booklets, and personal appearances.
Market and survey research reveal that:
99% of children ages six to twelve recognize McGruff.
An astonishing 97% of children ages six to twelve said that they would try to do what
McGruff tells them.
Seven out of ten adults know him.
Nine out of ten teens and seven out of ten adults who know McGruff believe he is effective
in communicating crime prevention information and trust him as a source of crime
prevention information.
Nine of ten community crime prevention professionals report that McGruff helps them do
their jobs more effectively.
Over the years, thanks to the efforts of local crime prevention
practitioners, McGruff has appeared at a multitude of events across the country. He's been
to schools, hospitals, shopping malls, rodeos, fairs, and parades. His image appears on
T-shirts, mugs, stickers, football cards, caps, billboards, and more. But everywhere, his
message; that responsible action, both by individuals and by groups, can "Take A Bite
Out Of Crime" and his advice on how to do so are the keys to his effectiveness.
McGruff has appeared in Sports Illustrated, The Washington Post, Weekly Reader, Parade,
Mini-Page, The New York Times, U.S. News and World Report, McCall's, Time, and
Smithsonian, to name just a few national publications.
McGruff is extremely popular and versatile, but he never forgets his prime mission
enabling people and communities to prevent crime and improve the quality of life for
themselves, their families, friends, and neighborhoods.
The widespread recognition of the McGruff symbol makes McGruff Truck and
McGruff House highly effective. Having a symbol children readily recognize that identifies
sources of help provides nationwide consistency.
Making neighborhoods safer for children is the goal of the McGruff Truck Program. It
provides a way for utility companies to offer help in emergency situations to anyone,
especially young people. A McGruff Truck is easy to spot as it uses the image of McGruff,
the well-known Crime Dog, on strategically placed decals to identify utility vehicles that
children or others can turn to for help.
The message of the McGruff Truck Program is, "We'll call for help". The driver
is trained to summon appropriate help when flagged down by a child or individual in
distress. McGruff Truck drivers are trained to call for help immediately and have direct
access to two-way communication.
A McGruff Truck is easy to spot. The McGruff Truck symbol is placed on the front and rear
sections of the utility vehicles. It identifies utility service vehicles and their drivers
as sources for help when someone is in trouble. When a McGruff Truck is seen in the
community, residents know that the people in it can get help for anyone, especially
children.
Participating in the McGruff Truck Program offers both a valuable public service and an
opportunity to build good will in the community. To protect this, NMHN carefully screens
each company that applies to participate and requires endorsement letters from agencies
familiar with the company's operation and reputation in the community. The company's chief
executive must sign a formal Memorandum of Understanding with NMHN confirming compliance
with all requirements.
Only a publicly owned, publicly regulated, publicly franchised, or
government regulated utility company whose vehicles are identified by the company's logo
and have immediate direct access to two-way communication (e.g., cellular phone, two-way
radio) can be eligible as a McGruff Truck participant. Participating companies must agree
to operate the program in accordance with standard requirements established by the
National McGruff House Network (NMHN).
A McGruff Truck is a utility vehicle whose specially trained crew agree to
summon appropriate assistance for children or others in temporary need. McGruff Trucks are
identified by the company's logo and McGruff Truck decals located on the front and rear
sections.
Participating utility companies agree to place on McGruff Trucks only
those employees who meet the company's most stringent standards for potentially sensitive
contacts with the public. In addition, all McGruff Truck drivers and crew members receive
training in appropriate ways to respond to requests for help. That training is renewed
annually.
When a child approaches a McGruff Truck driver for help, the driver will:
Reassure the child if he/she is frightened
Children are trained to wave both arms above their heads to indicate
that help is needed. If they simply want to wave "hello" to a McGruff Truck
driver, they are instructed to hold one arm behind their backs and wave with the other. In
this way, a casual wave is not mistaken for a request for help, and a request for help
conveys the appropriate urgency.
Children, our most precious resource, deserve our protection.
Participating in the McGruff Truck Program is an investment in safeguarding our
communities' and nation's futures. It enhances and contributes to a community's efforts to
prevent crime and provide a safer, more caring environment for all its residents,
especially children.
The McGruff Truck Program provides children with an added measure of security. It lets
them know that while they must be cautious with strangers, they have a way to identify
people in a McGruff Truck who, though unknown to them, can be counted on to help them in
an emergency.
Feeling secure is a prerequisite to children's ability to learn and develop. By providing
a safety network for children, utility companies can contribute to their well-being.
It is difficult to measure directly the impact of public relations and
community service programs on a company's bottom line. Having a reputation for
contributing in a variety of ways to the communities it serves benefits a company by:
Helping customers feel more satisfied about their relationship with the company; and
Enhancing employee morale and work attitudes through positive and constructive interaction
between customers and employees. It makes sense to contribute to the security of the area
in which company employees live and work.
The McGruff Truck Program certainly meets customer- and employee-related objectives for the company. In many cases it formalizes or strengthens a service the company already provides to its communities.
Many utility companies believe they should help the communities they serve
in ways other than providing utility service. Their corporate cultures frequently promote
a sense of civic responsibility among their employees. Because they provide basic,
necessary services to their communities, they feel a sense of responsibility to the
communities' well-being that sometimes surpasses that of other businesses. Many utilities
sponsor classroom educational programs about energy and utility services for schools in
their service areas. This provides an opportunity for employees to interact with children
in a comfortable setting. The McGruff Truck Program requires educational promotion to
create awareness of the service it provides. As participating companies become associated
with McGruff, his visibility and popularity enhance the visibility of the company as a
concerned, committed community member.
Through workers' experience with utility watch and similar programs, the International
Brotherhood of Electrical Workers (IBEW) believes that the presence of utility companies
and employees in the community can deter crime. Combining that deterrent effect with
widespread public awareness that the company has committed itself to helping protect
children is part of McGruff Truck's strength.
November 5,1982 McGruff Safe House Program was launched by the Utah Hands-Up
Office for the State of Utah.
1985 State of Washington began their McGruff House Program.
1986 Word "Safe" was deleted from the program title.
The McGruff Truck concept emerged. Northern States Power Company, which includes
Minnesota, North Dakota, South Dakota, and Wisconsin, began a McGruff Truck type of
program, Safety Watch.
State of Washington passed a resolution supporting McGruff House as the preferred state
symbol for block homes.
1987 Discussion regarding a national McGruff House/Truck program began.
Minnesota passed a law mandating that all block home programs in the state be McGruff
House Programs.
In Utah, Mountain Fuel began its McGruff Truck Program.
1988 McGruff Truck pilot programs started.
In Hawaii, the McGruff Truck Program is operated as a partnership between the utility
companies and the Hawaii Criminal Justice Commission. This partnership includes Hawaiian
Electric, Hawaiian Telephone, Oceanic Cable, and The Gas Company.
In Minnesota, Minnegasco began its McGruff Truck type program, Safety Watch, in September
with 900 vehicles participating in three states.
Utah passed a resolution in February supporting McGruff House as the preferred state
symbol for block homes.
1989 Nebraska passed a resolution on May 11 supporting the McGruff House Program state
wide.
Montana passed a resolution in February supporting the McGruff House Program state wide.
Virginia passed a law, which went into effect July 1, mandating all block house programs
in the state to be McGruff House Programs.
Utah Power and Light and US West Communications joined Mountain Fuel in the McGruff Truck
Program.
Michigan passed a law in June mandating all block house programs in the state to be
McGruff House Programs.
Texas passed a law that allows law enforcement agencies to legally conduct background
checks on McGruff House participants.
1990 Legislation is pending in Wisconsin for the McGruff House Program.
The National McGruff House Network- is licensed by the National Crime Prevention Council
to coordinate the McGruff House and McGruff Truck Programs.
The McGruff House Program kit is revised to include more clearly defined mandatory
standards and guidelines and improved educational materials.
1991 The McGruff Truck Program is offered to utility companies across the nation by
request with standards and guidelines defined in the McGruff Truck Program Kit.
Parents should walk or ride their child's route(s) to and from school with them and point
out:
Use this walk as an opportunity to discuss all aspects of crime
prevention with the child. She/he should know that being alert, aware, and prepared is not
the same as being frightened or careless.
Be sure your child knows:
That you want to be told whenever anything happens that makes your child feel strange or
"funny" in any way.
That you cannot be with your child at all times, and the child can help keep him/herself
safe by always telling you when something is said or done that makes him/her feel
uncomfortable.
The McGruff Truck Program and Your Revenue Protection Department
can work together in very subtle ways. Not only is the McGruff Truck Program highly
visible, but it makes a big impact on the protection of our communities children
By participating in the McGruff Truck Program your utility gains strong ties within the
community and with local law enforcement agencies. This puts your Revenue Protection
Department in a positive light with your customers as well as the local law enforcement.
For more information on how your company can get involved in the McGruff Truck
Program contact:
Jack Monroe [email protected]
Elizabeth Walker [email protected]
Mark Peterson [email protected]