Jeremy Newman describes how his company, New Model Identity, aims to defeat identity fraud by harnessing the natural ability of people to recognise their family and friends using digital media, webcams, mobiles and social collaboration. The event was hosted at Plymouth University as a talk for the South West Branches of BCS - the Chartered Institute for IT, and the Institute of Information Security Professionals (IISP). [(CC) BY-NC-SA 2.0 UK]