Take9 Launches “Count Before You Click” Campaign Featuring Sesame Street’s Count von Count
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 FTC received 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.
About Take9
Take9 is a national cybersecurity public service campaign that encourages people to take a 9-second pause before clicking, downloading, or sharing online. Scams and frauds are growing more sophisticated by the day, but the first step to staying safe is simpler than you think. Slowing down allows you to look over content more closely and catch the red flags that you might not otherwise see. Protect yourself, your community, and the nation. Led by craig newmark philanthropies and in collaboration with Aspen Digital, Take9 has reached over 44.3 million individuals nationwide since launch of Fall 2024 by sharing educational resources, fostering social conversation, and empowering community engagement, in partnership with over 70 organizations across the public, private, and nonprofit sectors including Bob Woodruff Foundation, Common Sense Media, Consumer Reports, Center for Long Term Cybersecurity, Girls Who Code, Geena David Institute, Women in Cybersecurity (WiCyS), and more.
About Bully Pulpit International
Bully Pulpit International (BPI) is an integrated corporate affairs agency that delivers outcomes for the top organizations and leaders around the world. With expertise in strategic communications, digital marketing, creative, research, and measurement, we offer a cohesive approach across corporate, policy, and public affairs strategy in today’s interconnected world. By combining incisive strategy and deep tactical expertise, we make change possible. Our transatlantic presence includes 400+ team members in offices across eleven markets in the US and Europe.
About Sesame Workshop
Sesame Workshop is the global nonprofit behind Sesame Street and so much more. For over 50 years, we have worked at the intersection of education, media, and research, creating joyful experiences that enrich minds and expand hearts, all in service of empowering each generation to build a better world. Our beloved characters, iconic shows, outreach in communities, and more bring playful early learning to families in more than 190 countries and advance our mission to help children everywhere grow smarter, stronger, and kinder. Learn more at www.sesame.org and follow Sesame Workshop on Instagram, TikTok, Facebook, and X.
About craig newmark philanthropies
Craig Newmark is a Web pioneer best known for creating craigslist, which he stepped away from running day-to-day two decades ago. Craig’s full-time philanthropic work focuses on supporting organizations protecting America’s security and democracy. He has given more than $500 million in support of veterans and military families, nonpartisan journalism, cyber security education programs, hunger relief, and pigeon rescue. Craig was influenced by his Sunday School teachers who escaped the Holocaust, set his moral compass, and taught him to treat
people like you want to be treated – and how to know when enough is enough. He’s not as funny as he thinks he is.
About Aspen Digital
Aspen Digital, a program of the Aspen Institute, convenes thinkers and doers to anticipate how our world is changing in the age of AI. We find signal in the noise, elevate thoughtful ideas, and inspire collaboration across industry, government, and civil society to shape solutions that work for all. To learn more, visit aspendigital.org or email [email protected].
Final Credits
Campaign: Count Before You Click
CLIENT: Take9
Founder, Take9: Craig Newmark
Vice President & Executive Director, Aspen Institute: Vivian Schiller
Senior Director, Aspen Digital: Matt Altomare
Director, Aspen Digital: Amira Dhalla
Senior Advisor, Craig Newmark Philanthropies: Eric Phillips
Senior Advisor, Aspen Institute: Nicole Tisdale
Head of External Engagement & Communications, Aspen Digital: Amy Schenk
Senior Associate, Aspen Digital: Talia Stringfellow
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
Associate Director, Earned Media: Sonia Wong
Managing Director, Media: Ivanka Farrell
Media Planning Supervisor: Lili Seward
Senior Director, Creator Engagement: Samuel Burwell
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