This summary report highlights the results of a study that examined the effects of the first phase of a nationwide, multimedia, crime prevention campaign featuring a trench-coated, animated dog named McGruff. Following an introduction explaining the purpose of the two surveys that comprised the study, the eight remaining sections of the report address the following: (1) structural/situational issues, (2) public reactions to the early McGruff campaign, (3) audience self-selection and information seeking, (4) controlling purposive public communications on behalf of crime prevention, (5) guidelines for formulating risk/benefits messages, (6) controlling action demands, (7) considering the communications consumer, and (8) the McGruff campaign. (AEA)