SOURCE: LifeLock

January 22, 2007 14:23 ET

LifeLock Begins Working With Rush Limbaugh

TEMPE, AZ -- (MARKET WIRE) -- January 22, 2007 -- LifeLock, the leader in ID Theft prevention, today announced a new radio advertising campaign with the nationally syndicated radio program, "The Rush Limbaugh Show," that will communicate a powerful, consistent message about preventing the rapidly growing crime of identity theft. The campaign debuted the week of January 8 with a 60-second spot airing three times per week through mid-July 2007.

The new LifeLock ad emphasizes the need for consumers to be vigilant when protecting their good names. In the spots, Mr. Limbaugh emphasizes the message by stressing the importance of preventing this crime from happening.

"Since we began our company we have strived to spread the message of prevention and we are confident that advertising on 'The Rush Limbaugh Show' will help us reach our largest audience to date," said Davis. "We are excited to partner with such a high-level radio icon, but more importantly, to partner with a man who fully understands what we do, how we do it and the importance of taking control of your own information."

The new radio advertising introduces compelling messages about LifeLock's services, which help take the burden, fear and worry out of consumers' hands by maintaining active fraud alerts with the three major credit bureaus as well as ChexSystems. LifeLock also removes a member's name from solicitation lists and junk mail, eliminating a primary target of ID thieves -- the pre-approved credit offer. LifeLock is so confident in its system that it guarantees its effectiveness up to $1 million, to completely handle any problems and cover all expenses should a breach occur.

The new campaign comes as the Federal Trade Commission prepares to announce its annual report on ID Theft in the United States. In 2005, more than 54 million people were notified that their personal information was stolen or lost, including children, the elderly, active military personnel, college students and those seeking medical help. Based on the statistics, ID Theft has become a $50 billion problem that has overwhelmed law enforcement, devastated families and surfaced as part of terrorist plans.

About LifeLock

LifeLock was the nation's first ID Theft Prevention Company that maintains active fraud alerts with the three major credit bureaus, as well as ChexSystems for only $10 a month. LifeLock gives people control of their own information, providing them the ability to authorize every risky transaction such as address changes and opening of credit lines. LifeLock renders personal information useless to thieves, backing up its service with a million-dollar guarantee to completely fix any problems if a client is ever compromised. Located in a secure facility in Tempe, Arizona, LifeLock is a private company registered with Dun & Bradstreet, VeriSign, ScanAlert HackerSafe, and the BBBOnline Reliability Program, and is a corporate sponsor of the National Crime Prevention Council. For more information on LifeLock, go to

About "The Rush Limbaugh Show"

Heard on nearly 600 stations by approximately 20 million people each week, "The Rush Limbaugh Show" is the highest rated national radio talk show in America. Known as the media pundit who reshaped the political landscape with his entertaining and informative brand of conservatism, Mr. Limbaugh is also widely credited with resuscitating AM radio by many industry experts.

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