Eye on the Market

Behind the Firewall

Credit reporting agency Equifax Inc., Atlanta, conducted a publicity campaign tied to the Warner Bros. movie Firewall, starring Harrison Ford.

The campaign, which included radio advertising spots and promotional tie-ins on the company’s Web site, highlights how Ford’s character is victimized by identity thieves in the movie. The criminals are speculated to have used "Dumpster diving" techniques to garner confidential information that should have been shredded.

"I think this film will speak to individuals because identity theft is a real problem and something that consumers face every day," says Richard Loncraine, director of Firewall.

"Firewall illustrates the devastating effects of identity theft at a time when awareness about the need to guard and protect personal information is critical," says Equifax Personal Solutions Group Executive Steve Ely.

The Feb. 10 release of Firewall coincided with National Consumer Protection Week. Sponsored by government agencies and highlighting consumer protection and education initiatives across the nation, the week is intended to bring increased awareness to issues such as identity theft and fraud.

Document destruction firm Secure Eco Shred, headquartered in Farmington, Mich., has announced that it now uses biodiesel fuel in its mobile shredding trucks.

Produced from soybean oil and other natural fats and vegetable oils, biodiesel reduces net carbon dioxide emissions by 75 percent compared to diesel, according to a 1998 study sponsored by the U.S. Departments of Energy and Agriculture.

"Biodiesel is a proven alternative to petroleum-based diesel fuel," Secure Eco Shred President Steve Kalapos says. "It is safe, biodegradable and reduces toxic pollutants such as soot, carbon monoxide, hydrocarbons and other air toxins."

Kalapos adds that biodiesel helps engines run more smoothly, quietly and efficiently.Company Offers

Deal with Shredders

A program promoted by LifeLock and Executive Machines will offer a 60-day free identity protection service to customers purchasing from a range of shredders sold by Executive Machines.

A promotional code for use on LifeLock’s Web site (www.lifelock.com) will be enclosed in more than 3 million Executive Machines shredders in stores this spring.

LifeLock, based in Chandler, Ariz., provides an identity protection service that is based on establishing a system of "locks" on a consumer’s identity.

Brooklyn, N.Y.-based Executive Machines Inc. (www.executivemachines.com), manufactures a range of shredders under the brands Shredder Essentials, EZ Shred, Shred Pro and Executive Machines.

Consumers who opt to use LifeLock on a month-to-month basis will receive 60 days free under the offer, while yearly subscribers will receive a $40 discount on their first year’s registration.