Many of the ads feature McGruff the crime-fighting dog, who provides crime prevention tips for improving personal safety and securing homes against burglary. The slogan "Take a bite out of crime" is an ongoing feature of these commercials as both adults and children are urged to engage in behaviors that will help reduce criminal victimization of themselves and others. Participation in neighborhood watch is regularly emphasized, as is observation of suspicious persons and behaviors in one's neighborhood and the reporting of suspected criminal activity to the police. A series of commercials target youth drug abuse with the slogan "Users are losers." Children and youth are encouraged to resist peer pressure to use drugs, and ways of resisting such peer pressure are modeled by youth in the commercials. Another series of commercials focuses on violence (particularly gun violence) by and against youth. Following the September 11 terrorist attacks by persons of Arab descent and the surge of anti-Arab sentiment by many Americans, a series of ads were run in which celebrities encouraged people to treat others fairly and in accordance with traditional American values related to equality. A number of the ads include participation by well-known persons, including President Bill Clinton, with the final series of comical ads involving Ed McMann ringing doorbells to recruit people for Neighborhood Watch. The video presents the ads without comment or interpretation beyond the ads themselves.