Take9 Launches Second "Count Before You Click" Campaign with Sesame Street's Count von Count

Nov. 11, 2026

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.

 

Craig Newmark, philanthropist, founder of Take9 and the online marketplace craigslist said:

"When a scam text pops up, bad guys want to rush you to make a mistake. That’s how they get you. 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."

 

Jen Ahearn, Senior Vice President, Global Strategic Partnerships at Sesame Workshop said:

"With the latest spot, we’re continuing to show that even the smallest actions can have a big impact. 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."