NAID Launches Campaign to Redefine ‘Data Destruction’

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The National Association for Information Destruction (NAID) has launched an ambitious campaign to redefine how people think about data destruction.

The National Association for Information Destruction (NAID) has launched an ambitious campaign to redefine how people think about data destruction.

“The general public now equates ‘shredding’ and ‘wiping’ with data destruction,” said NAID CEO Bob Johnson. “In reality, those words oversimplify the issue and our industry, and data security in general, has suffered as a result. Proper data destruction is involves training, auditing, identifying vendor selection criteria, and developing policies and procedures.”

Because the association has become so closely linked to proper data destruction, the campaign will take that connection one step further by literally using its acronym, NAID, as a verb that represents proper data destruction.

“Ultimately, people will not shred or wipe their discarded records and IT assets,” said Johnson. “They will ‘NAID them,’ meaning they have outsourced the destruction process to a properly qualified service provider.”

While the campaign will use print, online and social advertising and marketing to achieve its ambitious goals, the centerpiece of the campaign will be the NAID ‘em website. The site, among other things, will feature serialized videos, or “webisodes,” to offer real world examples and humorous stories of “NAIDing” information.

According to the association’s leadership, this is a gusty campaign that will require a lot of time and dedication to change industry terminology and consumers’ vocabulary.

“I see this as an endless process,” said Johnson. “Obviously, there are many consumers who already understand that proper destruction is more than the simple act of shredding or wiping. On the other hand, there are others for whom it will take many years to reshape their thinking.”

About NAID: The National Association for Information Destruction (NAID) is the non-profit trade association of the secure destruction industry, which currently represents more than 1,900 member locations globally. NAID’s mission is to promote the proper destruction of discarded information through education and to encourage the outsourcing of destruction needs to qualified contractors, including those that are NAID certified.

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Kristina Carlberg
NAID
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