If a thief gets hold of your personal details, they can use them to commit crimes in your name.
You might think of that as being a bit like someone wearing your identity as a mask. Which might cause your brain to conjure up involuntary images of scary men wearing your freshly hacked-off face over their face. Then, sometime after you've calmed down, you might end up thinking about the things balaclavas and fingerprints have in common.
If you made it this far, keep scrolling for the full ad (there's a lot of white space).
