Taking a Bite Out of Crime - The Impact of a Mass Media Crime Prevention Campaign

• NCJ Number: 95012
• Author(s): G J O'Keefe; H Mendelsohn; K Reid-Nash; E Henry; B Rosenzweig; H T Spetnagel
• Date Published: 1983
• Length: 429 pages
• Grant Number(s): 81-IJ-CX-0050
• Sponsoring Agency: National Institute of Justice (NIJ); US Dept of Justice NIJ Pub
• Corporate Author: University of Denver
• Sale Source: National Institute of Justice/; NCJRS Photocopy Services
• Publication Type: Program/Project Evaluation
• Language: English
• Country: United States of America
• Note: issued in two numbered volumes

Annotation

This report assesses the impact of the Take a Bite Out of Crime national media campaign on citizen perceptions, attitudes, and behaviors regarding crime prevention and then discusses how these findings can be applied to future citizen-based crime prevention strategies.

Abstract

An overview of the uses of public service advertising campaigns to promote changes in citizen awareness is followed by a detailed description of the Take a Bite Out of Crime campaign which features a trench-coated animated dog called McGruff whose job is to educate people about what they can do to prevent crime. This study was conducted following the campaign's first three phases which offered tips on protecting homes and property and emphasized the importance of observing and reporting suspected criminal behavior and organizing local crime prevention groups. The design included a 1981 national probability sample survey of 1,200 adults and a three-city panel survey of 426 adults in 1979 and 1981. Over half of the national sample said they had seen or heard at least one of the Take a Bite Out of Crime public service announcements and most were favorably impressed by the ads. Survey responses suggested that the Campaign had marked and consistent positive influences on citizens' perceptions and attitudes regarding crime prevention as well as on their taking specific preventive actions. Particularly noteworthy were campaign-related increases in neighborhood cooperative crime prevention efforts. The campaign's penetration was extensive enough to reach a highly diversified audience demographically, and not economic or social class appeared beyond its reach. There was, however, considerable variation in the degree of influence among demographic subgroups. The report identifies key issues that designers of subsequent strategies in crime prevention education should consider and recommends measures to enhance the progress of the Take a Bite Out of Crime campaign materials, survey questionnaires, over 50 references, and a separate volume of evaluation data tables are supplied.