New York, NY, June 1, 2026 – Take9 announces the “Count Before You Click” campaign, featuring Sesame Street’s Count von Count (“The Count”), for a series of public service messages. Launched in 2024 by craigslist founder Craig Newmark and in collaboration with Aspen Digital, Take9’s mission is to create a safer world by helping everyday individuals protect themselves from online frauds and scams. Created and developed by Bully Pulpit International, the campaign empowers people to count to nine and take a pause before clicking, downloading, or sharing anything online.
Through a series of videos, The Count, a beloved character and counting maven, showcases the power of counting to nine, while Take9 reinforces that a quick pause can help prevent online frauds and scams. Kicking off with “Jazzercise,” The Count leads a woman through an exercise routine. She’s interrupted by a fake bank alert. He guides her through a routine of heel taps for nine seconds, and this creates the necessary pause for her to spot the red flags. To maximize reach, the campaign will meet our audience exactly where they are, whether they’re tuning into major cultural moments on linear TV, streaming their favorite shows, or connecting with friends on social media.
Frauds and scams have become background noise to our daily routines. In 2025, the FTCreceived 3 million fraud reports from consumers, totaling $15.9 billion in losses compared to $12 billion the year prior. With the rise of AI-enabled fraud, scammers have become increasingly more sophisticated. False urgency is their weapon, relying on harried individuals to be distracted.
To help individuals take control of their online safety, Take9 is championing a nine second pause as an effortless habit. Counting to nine provides a critical window to look at content more closely and to spot red flags like misspelled URLs, generic greetings, and unrecognized numbers. Bully Pulpit International’s research identifies Millennials and Gen X as a key audience to engage. As the “sandwich generation,” they’re often responsible for the digital safety of both their children and their parents. Many of them grew up learning numbers with The Count on Sesame Street, which makes him a great character to count with.
“I started Take9 to help people understand how to protect themselves from online frauds and people who want to disrupt our country’s infrastructure,” said Craig Newmark, philanthropist, founder of Take9 and the online marketplace craigslist. “I’m a nerd who has been fighting online scams for more than 25 years. The Count has been counting for over 2,500 years. We are arming people with tools to protect themselves, their communities, and our country. This isn’t about some future threat. It’s a big deal and we’re all potential targets.”
“The Count has always been a trusted guide when it comes to counting,” said Jen Ahearn, Senior Vice President, Global Strategic Partnerships, Sesame Workshop. “He’s playful and funny, but he’s also steady, reliable, and incredibly memorable. That combination is why audiences of all ages instinctively listen when The Count has something to say.”
Why nine seconds? Because scammers thrive on creating a false sense of urgency, taking nine seconds to pause interrupts that panicked thought pattern and gives you the clarity you need to spot any red flags or make more thoughtful decisions that could protect you online. It’s a tiny pause that stops you from making a massive mistake.
To learn more about ways to protect yourself, visit PauseTake9.org.
