With the loss of the National Insurance Crime Bureau’s most valuable membership service, the charge was on to restructure its value proposition. We needed to show members why it was so important to continue their association with the NICB. The message is simple: “This year insurance fraud took it on the chin,” and the NICB played a major role in the fight. The images of fraud are overwhelming, whereas the images that illustrate the uncovering of the crime are quiet and full of information.