In a brand new series presented by Chris Packham, Me and My Dog sees eight owners and their dogs from across the UK compete together in a unique contest set in the testing terrain of the Lake District.
This physical and mental competition will test all of the colourful characters relationships to the limit. Over four weeks, canine scientists and dog trainers will help them unlock the full potential of their partnership as they compete in a series of challenges. The best duos will win a place in the grand final, but only one pair can be crowned ultimate champions. Throughout the contest, dog devotee Chris will unveil the science behind the incredible bond between human and dog.
Runtime: 60 minutes
Me and My Dog: The Ultimate Contest - McGruff the Crime Dog - Netflix
McGruff the Crime Dog is an anthropomorphic animated dog created by Dancer Fitzgerald Sample through the Ad Council and later the National Crime Prevention Council to increase crime awareness and personal safety in the United States. McGruff costumes are used by police outreach efforts, often with children. McGruff was created by Sherry Nemmers and Ray Krivascy in 1979 and debuted in 1980 with a series of public service announcements educating citizens on personal security measures, such as locking doors and putting lights on timers, in order to reduce crime. His name was selected as part of a nationwide contest in July 1980. McGruff proved to be a successful campaign with over $100 million in free air time donated in the first year reaching over 50% of adults. McGruff campaigns continued over the years to cover topics such as child abduction, anti-drug messages, and anti-bullying campaigns. From 1982 to 2012, a number of municipalities participated in the McGruff house program which offered temporary haven to children fearing immediate harm. McGruff has continued to be well recognized with nine out of ten people recognizing him in a 2008 survey and recent campaigns against cyber-bullying and elder-crime.
Me and My Dog: The Ultimate Contest - Initial impact - Netflix
McGruff was the first Ad Council campaign to be independently evaluated. Garrett O'Keefe of the University of Denver was given a grant of $900,000 by the Justice Department's National Institute of Justice in order to evaluate the campaign. O'Keefe found that “media response to the campaign was excellent. More than $100 million of [ad] time and space had been donated by mid-1981, making McGruff one of the most popular Ad Council campaigns.” As a result of the advertisements, over 1 million free booklets had been distributed, and another 250,000 were purchased from the Government Printing Office. The Army printed 300,000 booklets for their own programs as well. By the end of 1981, over 50% of Americans had seen at least one McGruff advertisement with one third reporting they had seen the advertisements more than ten times. The dominant medium of exposure was television advertisements, comprising 78% of views, followed by posters and billboards at 14%, and newspapers at 8%. While the demographics of exposure were notably diverse, there were some trends in who saw the ads more often than others. The ads were found to reach demographics prone to crime—men, youth, people with less stable residences, and those living in lower-working-class neighborhoods—slightly more often than those populations less prone to crime. Of those who had seen the advertisements, 88% were able to articulate what they were “trying to get across” with 28% pointing out the advertisements' goals of getting citizens to participate in crime prevention programs and reporting crime to the police. O'Keefe also asked some questions related to public perception of McGruff. He found that only 3% disliked McGruff, most calling him “too cutesy”, while 57% liked him for being “attention-getting, clever, different, or appealing to all ages.” 36% of respondents were neutral to McGruff. 8% said that they were annoyed by the commercials while 59% said that they were “pleased” by them. In order to assess the impact of the McGruff advertisements, O'Keefe surveyed adults in 1979 and in 1981, a year before and a year after the premiere of the first McGruff advertisement. Of the forty personal security measures that McGruff advertisements recommended, only seven were explicitly mentioned in TV advertisements: locking doors, leaving outdoor lights on, putting indoor lights on timers, asking neighbors to watch your house, watching the neighborhood, reporting suspicious activity, and forming community groups to prevent crime. Of those seven, six saw a significant increase in usage by the public after seeing McGruff advertisements. The only activity not to see an increase was locking doors, despite the first McGruff spot specifically advocating this. O'Keefe hypothesizes that this is due to a plateau effect, as 75% of respondents in 1979 already reported locking their doors; the only personal security measure not mentioned in a television advertisement to see a significant increase was getting a dog.
Me and My Dog: The Ultimate Contest - References - Netflix