The Heartbleed bug may have infected upward of half a million websites—including many popular sites like Gmail and Facebook—potentially putting the personal information of consumers across the globe at risk. Data from our AnxietyIndex study suggests that this security breach has likely only exacerbated anxiety about identify theft, as 3 in 5 were already on edge about this issue in 2012. Anxieties are particularly prevalent in South Africa and the U.S., where nearly 7 in 10 report feeling anxious. As a result, brands impacted by Heartbleed must work even harder to earn back consumers’ trust, especially in nations already prone to anxiety about identity theft.
Photo Credit: Codenomicon
In the past few months, a number of major data breaches have made the news—most notably the attack on Target, which compromised personal or payment information for more than 100 million customers. And with people increasingly digitizing their most sensitive information, these breaches pose significant risks to their online, personal and financial security.
Last month, with fortuitous timing, identity theft protection company LifeLock launched a new campaign that highlights the benefits of using its services to protect customers’ data. In an upbeat commercial, LifeLock shows a series of people going about their lives, with digital technology at the center of what they do—sending text messages, transferring money, sharing photos, etc. Eventually, LifeLock notifies each person of potentially fraudulent behavior taken under their name, asking if they’ve done such things as opening a credit card account or applying for a mortgage. All the customers have to do is select no, and continue with their days.
A voiceover acknowledges, “The thing is, you live in a digital world, and you’re not turning back. And that’s OK. Shop, post, browse, follow, bank and stream. Knock yourself out. Because while you do your thing, we’ll be here at LifeLock, doing our thing.” In its campaign, LifeLock shies away from presenting a foreboding threat of identity theft, instead choosing to reassure viewers with a positive outlook of protection, letting people live their lives as normal.