WASHINGTON: The National Crime Prevention Council (NCPC), best known for its McGruff the Crime Dog PSAs, has hired Palo Alto, CA-based GlobalFluency (GF) to form private sector partnerships to under-write anti-crime campaigns.
GF had already been working with NCPC since fall 2006 on a McGruff the Crime Dog-themed campaign called "Take a Bite Out of Cyber Crime," with underwriting from Comcast, Intel, McAfee, and VeriSign.
Based on the success of that campaign, NCPC recently signed a 12-month contract with GF to search out new partnerships for supporting grassroots campaigns against other types of crimes.
Along with expanding the reach of the NCPC beyond its traditional TV, radio, and print ads, these new private sector partnerships represent a good opportunity for corporations interested in demonstrating their commitment to being socially responsible, noted Alfonso Lenhardt, the NCPC's president and CEO.
Terms of the deal were undisclosed, though Donovan Neale-May, CEO and president of GF, said his firm's costs would be partly underwritten by the private sector partners.
One prime source of partnership should be the more than 300 members of the CMO Council, of which Neale-May is executive director. But the NCPC also hopes to hear from any other companies interested in forming a partnership and underwriting a campaign.
"We're interested in companies operating in high-risk communities - those working with at-risk socioeconomic and cultural groups," said Neale-May. "We'll be targeting companies in inner-city areas, from fast-food to packaged goods to utilities and others that want to get involved in educational campaigns."
As for McGruff, he may or may not play a part in any individual future campaign with the private sector, said Lenhardt, though NCPC-commissioned surveys show that the McGruff remains a very widely recognized icon, with three out of four people surveyed able to identify him.