"We're seeing a dramatic decrease in the cheating that's going on among our youth,” said Bill Keck, chairman of the Rapid City CHARACTER COUNTS! Association, according to KOTA-TV. “Their keeping of promises has increased greatly, and telling of lies, whether it be to parents or a teacher, has decreased dramatically."

One potential reason: the Association has linked schools up with businesses. Local companies have partnered with 26 schools, and businesspeople drop by throughout the year to explain the importance of character to students.

In 2005-06, the coalition will also help improve conduct at sporting events, said Jayne Pfenning, Rapid City CC! coordinator, according to the Rapid City Journal. When members spot fans who are annoying others, they'll hand out candy with cards asking them to think about their actions.