Some years back, there was considerable concern about rising crime rates and rampant drug abuse. During the 1980s and '90s, many people worried they would be mugged if they walked outside at night; inner-city neighborhoods were like war zones, terrorized by drug dealers; and there was little cooperation between neighborhood residents and police. In hopes of changing things for the better, the National Crime Prevention Council sponsored a public communication campaign designed to teach crime and drug prevention behaviors and to encourage citizens to take steps to protect themselves, their families, and neighborhoods (O'Keefe et al., 1996).