ERIC Number: ED233356
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
"Taking a Bite Out of Crime": The Impact of a Public Information Campaign.
O'Keefe, Garrett J.
In contrast with earlier findings indicating that public information campaigns produce little change in public attitudes and behaviors, current research suggests that the Advertising Council's "Take a Bite Out of Crime" campaign, initiated in 1979, has had a substantive impact on the public's response to crime prevention. Data from a national survey of public reactions to the campaign, as well as a panel sample examining changes in citizen crime prevention orientation, suggest that the public service messages have made people more aware of prevention techniques, more optimistic about the effectiveness of citizen-instituted prevention activities, and more involved in actively preventing crime. As a direct result of the televised messages, nearly one-quarter of the exposed survey respondents adopted additional safety measures such as leaving on their outside light, or asking neighbors to watch their house when they were away. Most significantly, an increasing number of respondents became involved in neighborhood crime prevention techniques. The failure of the campaign to increase either concern about crime or a sense of responsibility for its prevention may, in one sense, be a positive feature, as it indicates the campaign heightened public awareness of a problem without increasing the individual's sense of vulnerability. (MM)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Sponsor: Department of Justice, Washington, DC. National Inst. of Justice.
Authoring Institution: N/A
Identifiers: Media Role; Public Service Advertising
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983). For related document and PSA storyboards, see ED 228 996.