Insurance companies create commercials that inspire fear.  Fear that you’ll lose your home to fire, flood, or theft, have a car accident, or be diagnosed with a life threatening disease.  Imagine my surprise when I learned that Liberty Mutual was an insurance company with a heart. In 2006, they created a TV commercial that was rather unique featuring strangers helping strangers. Apparently viewers thought it was remarkable too, sending in thousand of positive emails about the spot.  That’s when they decided to reach outside of their normal business practice and create the website “The Responsibility Project.”

Senior VP, communications, Paul Alexander said, “Liberty Mutual created “The Responsibility Project” as a catalyst for a larger conversation on the topic of personal responsibility, which has different meanings for every person. “

Three years later, they’ve taken it to another level by collaborating with NBC to create one minute PSA’s about doing the right thing.  Beginning tonight and continuing throughout the week NBC’s will air one of five film shorts that address personal responsibility and the decisions that confront people trying to “do the right thing.” Each short was directed by actors starring in current NBC shows.   Anthony Anderson (”Law & Order”), Connie Britton (”Friday Night Lights”), Zachary Levi (”Chuck”), Jack McBrayer (”30 Rock”) and Milo Ventimiglia (”Heroes”).

Below is one of the original commercials produced for Liberty Mutual that began the idea for “The Responsibility Project.”