In June 2007, Maynard resigned from LifeLock after claims that he was a victim of identity theft came under scrutiny. Also in 2007, Davis publicly posted his Social Security number as part of an ad campaign to promote the company's identity theft protection services. Davis was a victim of 13 cases of identity theft between 2007 and 2008. Regarding the campaign, Davis said, "We were trying to make the point that ... all it takes is one data breach. The point of that campaign was to take proactive steps to protect your identity."