An overview of the uses of public service advertising campaigns to promote changes in citizen awareness is followed by a detailed description of the Take a Bite Out of Crime campaign which features a trench-coated animated dog called McGruff whose job is to educate people about what they can do to prevent crime. This study was conducted following the campaign's first three phases which offered tips on protecting homes and property and emphasized the importance of observing and reporting suspected criminal behavior and organizing local crime prevention groups. The design included a 1981 national probability sample survey of 1,200 adults and a three-city panel survey of 426 adults in 1979 and 1981. Over half of the national sample said they had seen or heard at least one of the Take a Bite Out of Crime public service announcements and most were favorably impressed by the ads. Survey responses suggested that the Campaign had marked and consistent positive influences on citizens' perceptions and attitudes regarding crime prevention as well as on their taking specific preventive actions. Particularly noteworthy were campaign-related increases in neighborhood cooperative crime prevention efforts. The campaign's penetration was extensive enough to reach a highly diversified audience demographically, and not economic or social class appeared beyond its reach. There was, however, considerable variation in the degree of influence among demographic subgroups. The report identifies key issues that designers of subsequent strategies in crime prevention education should consider and recommends measures to enhance the progress of the Take a Bite Out of Crime campaign materials, survey questionnaires, over 50 references, and a separate volume of evaluation data tables are supplied.