The Responsibility Project – Liberty Mutual
ByLiberty Mutual launched a commercial back in 2006 promoting responsibility – stranger to stranger. Their commercial received so much attention that they decided to form “The Responsibilty Project” which according to their website “[they] thought, if one TV spot can get people thinking and talking about responsibility, imagine what could happen if [they] went a step further? So [they] created a series of short films, and this website, as an exploration of what it means to do the right thing.”
The video below is the first commercial they aired in 2006.
The website features over a dozen short films showcasing different ways that strangers are responsible to one another. The videos are great short movies, and really eye catching. They leave the individual really questioning his or her own actions. This is a GREAT method to really engage the audience and encourage some type of action. Though it’s not about the product it’s action to join the movement of responsibility.
I think it’s absolutely fantastic that Liberty Mutual saw a need for this movement and what a great way to bring recognition to their brand. Furthermore, they are weaving the value of these movies (responsibility) with the value of their brand (responsibility). I say way to go Liberty Mutual for really relating to the consumer.
This is a follow-up ad that ran on TV as well.
You can go to The Responsibility Project website and check out the the short films that were made. What is really interesting is that NBC now has their additions to The Responsibilty Project and have added their own short clips with some if their starring actors are featured in the video. Is NBC tagging along to this cause hoping to gain as much respect as Liberty Mutual has through their efforts? I definitely applaud Liberty Mutual’s mission with this project, but I wonder if NBC is doing this because they see the opportunity for growth or if they truly are passionate about this subject.
Kudos to Liberty Mutual!
Also, for your viewing pleasure check out another Liberty Mutual website – What’s Your Policy. It features tons more commercials focusing on The Responsibility Project.
1 Comments
November 24th, 2009 at 11:44 am
I love this idea of the Responsibility Project that Liberty Mutual is pushing. What a fantastic way for a company to get a potential consumer to have solid associations with the brand. We talk a lot about the benefits that positive affect can have on the consumer when they are choosing between brands, companies and purchases. Insurance is usually a high-effort buy for most people, and with so many choices in the market, insurance companies like Liberty Mutual have to find some way to set themselves apart from their competition. Thankfully, the company has chosen a responsible way to connect with the consumer through fostering positive affect.