How we ensured the success of the most expansive data breach settlement to-date
Signal was selected by the court to serve as the notice provider In re: Equifax, Inc., Customer Data Security Breach Litigation (No. 1:17-MD-2800 (N.D. GA.)), a class action lawsuit brought by consumers after Equifax announced in September 2017 that a criminal cyberattack on its systems impacted the personal information of millions of people.
The resolution of the case was one of the largest consumer settlements arising out of a data security breach. Signal was tasked with reaching tens of millions of Americans in the most cost-effective way, establishing trust with the class members, and motivating them to participate in the settlement at a time when the rise of data privacy issues encourages consumer apathy and fatigue.
By leveraging a suite of digital technologies and applying best practices in consumer research and large-scale commercial and political advertising, Signal successfully reached 90% of a class of 147 million Americans.
This first-of-its-kind notice plan optimized the effective reach of class notice per dollar spent and maximized settlement participation.
In finally approving the settlement, the Honorable Judge Thomas W. Thrash, Jr. of the U.S. District Court for the Northern District of Georgia credited Signal’s “innovative and comprehensive” notice program for high participation rates.
“As a result of the notice program and extensive media coverage, the response from the class has been unprecedented.”
Order Granting Final Approval of Settlement, Equifax, Inc., Customer Data Security Breach Litigation (MDL Docket 2800, United States District Court, Northern District of Georgia)
The Wall Street Journal, 7/22/19
