Description
In “Count-ry Music,” a duo is rehearsing in a garage when one person receives an urgent text saying their package is delayed. Just as they go to click on the link, The Count emerges as the third bandmate, guitar in hand, to lead the group into a country jingle. Strumming along and turning the pause into a sing-along, the trio counts to nine together, giving them the presence of mind to spot the scam.
The campaign specifically engages Millennials and Gen X. As the “sandwich generation,” they’re often responsible for the digital safety of both their children and their parents. By reuniting them with The Count, who they grew up learning numbers from, Take9 turns a quick nine-second pause into an everyday habit.
Surveys show this campaign has been more effective than 80% of positive content online. After the June launch, Bully Pulpit International, the agency that created and developed the campaign, found that people who saw the campaign felt 48%* more confident about their ability to stay safe from frauds & scams. Throughout the campaign, traffic to Take9’s online safety resources grew continuously, resulting in a 1,200% increase in engagement.
“When a scam text pops up, bad guys want to rush you to make a mistake. That’s how they get you,” said Craig Newmark, philanthropist, founder of Take9 and the online marketplace craigslist. “Counting to nine is effective. I’m a nerd, not a singer. Outsourcing the performance to The Count was an easy decision. He’s funny, loves counting and helps keep folks safe.”
“With the latest spot, we’re continuing to show that even the smallest actions can have a big impact,” said Jen Ahearn, Senior Vice President, Global Strategic Partnerships at Sesame Workshop “For generations, The Count has turned something as simple as counting into a joyful, memorable experience. His enduring appeal is a reminder of the unique power of Sesame Street’s characters to build trust, create connection, and engage audiences in meaningful ways.”
*Bully Pulpit International (BPI) measured the June launch of the campaign using the internal measurement platform, ChangeOS, which surveys a national audience to measure the persuasive impact of content.
This professional campaign titled 'Count Before You Click' was published in United States in November, 2026. It was created for the brand: Take9, by ad agency: Bully Pulpit International. This Film and Integrated media campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 1 hour ago.
Credits
Campaign: Count Before You Click
CLIENT: Take9
Founder, Take9: Craig Newmark
Executive Director (acting), Aspen Digital: Konstanze Frischen
Senior Director, Aspen Digital: Matt Altomare
Director, Aspen Digital: Amira Dhalla
Senior Advisor, Craig Newmark Philanthropies: Eric Phillips
Advisor, Aspen Digital: Kaili Lambe
Head of External Engagement & Communications, Aspen Digital: Amy Schenk
Senior Associate, Aspen Digital: Talia Stringfellow
Senior Associate, Aspen Digital: Carly Elkins
AGENCY: Bully Pulpit International
Founder and CEO: Andrew Bleeker
Chief Operating Officer: Kim Axelrod
Managing Director, Controller: Mia Luber
Executive Creative Director, Partner: Christina Sheffey
Creative Directors: Aaron Vick & Tyler Mintz
Associate Creative Directors: Alex Tafur & Adrian Zavala
Senior Art Director: Ashley Siebels
Graphic Designer: Leah Mandel
Head of Production: Natasha Louckevitch
Director of Production: Maddy Marziani
Senior Producer: Chelsea Buyco
Partner and Head of Account Strategy: Alex Kellner
Account Managing Director: Lauren Papp
Account Senior Director: Christian Abke
Account Director: Amber Hord
Account Director, Earned Media: Sonia Wong
Account Director, Social Media: Emilie Carinha
Managing Director, Media: Ivanka Farrell
Media Planning Supervisor: Lili Seward
Commercial Contracts Counsel: Lewis Kaminski
Contracts Manager: Preston Abraham
SESAME WORKSHOP
SVP Global Corporate Partnerships: Jennifer Ahearn
Director of Content & IP Strategy Operations: Emilie Bandy
VP & Executive Producer: Sal Perez
Senior Producer: Autumn Zitani Stefano
Senior Content Manager - Education: Jess DiSalvo
Creative Director - Character Design: Louis Mitchell
VP Marketing & Brand Strategy: Samantha Kennedy
VP PR & Publicity: Beatrice Chow
JIM HENSON’S CREATURE SHOP
Puppet Wrangler: Lara MacLean
Puppet Wrangler: Michelle Hickey
Creative Director, Jim Henson's Creature Shop: Jason Weber
Workshop Director, Jim Henson's Creature Shop: Melissa Creighton
Production Supervisor: Joseph Roddy
Assistant to the Creative Director: Lauren Lee
Props: James Wojtal
TALENT
Lead Puppeteer (The Count) and Puppet Captain: Matt Vogel
Puppeteer Assist (The Count): Carmen Osbahr
Actor: Jerusha Cavazos
Actor: Sean Evans
PRODUCTION: JHF Productions INC.
Executive Producer / Principal: Ross Vinstein
Director: Eros V
Line Producer: Aaron Rosenbloom
Production Manager: Alex Liebman
Production Coordinator: Keely Bochicchio-Sipos
Art Director / Coordinator: Sonal Naroth
Director of Photography (DOP): Federico Tamburini
1st Assistant Director (1st AD): Mark Kaufmann
Production Designer: Roxy Martinez-Michaud
Prop Master: Jim O’Connor
Hair & Makeup: Charlotte Ellis & Dominique Farina
Photographer: Louise Palmberg
Photographer Assistants: Zane Shaffer & Kyle Thompson
MUSIC CREDITS
Music and Sound Company: CANJA Audio Culture
Music Direction: Eduardo Karas, Filipe Resende & Bruno Vieira Brixel
Executive Producer: Vanessa Mafra
Music Supervision: Bruno Vieira Brixel
Project Management: Flavia Medeiros & Kaleb Oliveira
Music: Aloizio Lows & Murillo Pepler
Sound Design: Daniele Dantas & Levi Mynssen
POST-PRODUCTION
Executive Post Producer: Idalia Deshon
Editor: Lorenzo Bombicci
Assistant Editor: Rodrigo Arauz
Colorist: Oscar Martinez
Online Editor: Nico Cragnolino
Senior Post Producer: Marvin Aguado
VFX Producer: Sofia Saint Genez
Head of Production: Tina Evanow Wolske
BUSINESS AFFAIRS
Group Director: Russ Nadler
Business Affairs Manager: Karina Reis
LICENSING
CEO: David Born
Director of Licensing: Amber Cheung
Licensing Executive: Alberto Massaro
