Since his first televised appearance in 1980, surveys have shown that McGruff has continued to be widely recognized by both adults and youth as the Nation's source for crime prevention messages. Recognizing that McGruff's value as a "spokes-dog" for crime prevention has persisted over time, he continues to be the source for prevention messages regarding emerging crimes, namely Internet-related crimes and identity theft. This article documents the prevalence and nature of these crimes and their impacts on both youths and adults. Based on the results of a survey that determined the frequency and nature of "cyberbullying," whereby the Internet is used to intimidate and degrade young Internet users, the NCPC has launched a new ad campaign through radio advertising, viral video, and Web banners designed to reach youth and their parents with tips for dealing with cyberbullying. An ad campaign against identity theft, one of the fastest-growing crimes in the United States, suggests steps for protecting one's personal information from being accessible to those seeking to use the information for personal gain that significantly harms the financial and psychological well-being of the victims of identity theft. Another ad campaign has been launched against Internet-related crime. It features cybersafety checklists and special tip sheets on how to keep computer hardware and wireless activity safe from the harmful actions of predators.