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This site is an evolution of Liberty Mutual’s advertising campaign showing ordinary people doing considerate things for strangers.

It’s a feel-good site that consists primarily of entertainment content—independently produced short films, blogs, articles, advertising and television programming—as a catalyst for examining the decisions that confront people trying to “do the right thing.” The site (relaunched in April 2010) includes a more interactive and robust experience but the real beauty of it is the hierarchy and categorization of content.

Content is organized in a “choose-your-own-adventure” fashion, giving visitors immediate access to the issues that matter most to them—from education and driving to green living and sports. The site features enhanced social media capabilities that allow its online community to participate in conversations about personal responsibility and to review live-action and animated film shorts.

• The ad campaign tagline is, “Responsibility. What’s your policy?”

• The site’s led by former New York Times editor Nathan Lump, who serves as the managing editor.

• The online community launched in the beginning of 2008, and to date there have been more than 10 million unique visitors to the site.

• Liberty Mutual has plans to release the next in its series of celebrity-directed films this fall.
responsibilityproject.com

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