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McGruff the Crime Dog (National Crime Prevention) Even national groups can discover the benefits of brand mascots. While the National Crime Prevention Council didn’t need a character to help them sell products, they did need something to help make their message more memorable and attract the attention of a younger audience. This led to McGruff the Crime Dog being commissioned in 1978. The “Crime Dog” who appeared for the first time in the 1980s, was designed with the idea of a dog taking a “Bite out of crime”, which eventually became his slogan. The mascot was ideal for capturing the attention of the National Crime Agency’s audience.