Terminix is one of the largest pest control companies in North America, founded in 1927. The problem is that pest control is something people avoid thinking about until they see something crawling or hear something scratching. By then, they're panicked, disgusted, and worried the problem is worse than they think. There's also shame—people worry a pest problem means their home is dirty or that neighbors will judge them. Our campaign, “Avoid Unwanted Memories,” inspires our target audience of homeowners and renters (25-60) to think proactively—pests don't mean you did something wrong. They mean you're living your life, and sometimes life needs backup. The relief isn't just getting rid of them—it's getting your peace of mind (and scrapbook) back.