In April 2008, US Insurance giant Liberty Mutual unveiled its Responsibility Project. The multi-faceted project is based on a Television Commercial created in 2006. The tagline: ‘Responsibility. Whats your policy?’
The popularity of the commercial inspired a series and then the community driven site that has short films, personal stories posted by its visitors, blogs, discussions, vote-in and the widgets to share it with the big wide world of social networks.
According to Kathy McManus, editor of ResponsibilityProject.com: “I’ve seen the issue of responsibility debated and contested all over the world, by the powerful and powerless. Some ignore the topic with ease and others spend a lifetime pondering; however, everyone defines responsibility in their own way. The Responsibility Project gives everyone the opportunity to share their own experiences and expectations. By joining the conversation, we hope the online community’s members can test themselves, debate with others, get inspired and give inspiration.”
The animation films as well as personal stories are debated, shared and discussed by the growing community of responsive registered visitors. In the recessionary times the brand positioning has struck a chord with the consumers at large. Whats more, in early 2009, Libery Mutual introduced a new campaign – a series of spots and films that traces the times of a fictional family, the Marlowes, as they go from “coping with recession to disciplining errant children” (NYT online, March 3, 09)
Responsibilityproject.com will host all the campaign films apart from its regular content. A splendid initiative, though one cannot but wonder about role and the nature of ‘strategic’ altruism in helping people make choices. That anyway is another story for later…