The advert argues that people should always log off of Facebook when finished using it to prevent identity theft. It shows a teenager forgetting to log off, allowing another person to access his account and change his profile picture and post threatening messages. The key message is that identity theft can easily occur if proper precautions are not taken, such as always logging off of accounts when done using shared or public devices. The target audience is teenagers aged 17-18 who frequently use Facebook and may be at risk by not properly logging off.