The target group is all frequent PC users. They use their PC both at home and at work. We call them "end users" and "knowledge workers".The objectives are to prove that Microsoft is the IT-company that cares about security. Furthermore, they want to challenge the frequent PC-user to be aware of security. Microsoft also wants to show that as a big company they can actually do something around PC security.The creative idea of the whole campaign in all channels was to show physical personal things that have been destructed. (like a diary with missing text to illustrate the destruction a computer virus can lead to). This worked well on print, however, we decided to show the actual destruction of the object on the internet. By showing a typical first day of school photo, that would be of emotional value for the person who owned it, and then destroying it, we visualised the danger of not securing your PC.