Liberty Mutual Re-imagines, Re-launches Responsibility Project Website

Site Adds Customized Interactive Content, Expands Celebrity Films Project and Appoints Former New York Times Editor Nathan Lump as Managing Editor

Liberty Mutual today announced a comprehensive website re-launch of its multi-faceted, interactive online community, The Responsibility Project (www.responsibilityproject.com). (Graphic: Business Wire)

BOSTON--()--Liberty Mutual today announced a comprehensive website re-launch of its multi-faceted, interactive online community, The Responsibility Project (www.responsibilityproject.com). Launched in April 2008, The Responsibility Project features entertaining content devoted to sparking discussions about personal responsibility.

The re-imagined site includes a more interactive and robust personal experience. Content is customized in a “choose-your-own-adventure” fashion, giving visitors more on the issues of responsibility that matter most to them—from education and driving to green living and sports. The site features enhanced social media capabilities that allow visitors to share discussions, commentary, polls and more via site-specific widgets. Liberty Mutual also has plans to release the next in its series of celebrity-directed films this summer. Additionally, Liberty Mutual expands its stable of existing content partnerships and integrations to include Black Enterprise, The Christian Science Monitor, Discovery Education, Fast Company, GOOD, Oprah.com, Scientific American, Slate, TED and WSJ.com, in addition to Beliefnet.

In the last two years the site has garnered 10 million unique visitors, while offering independently produced short films, online content and—via a cross-platform marketing and programming partnership with NBC Universal—television programming as catalysts for examining the decisions that confront people trying to "do the right thing."

"The Responsibility Project has given us an outlet to expand our relationships with our customers while establishing a genuine dialogue about personal responsibility," said Paul Alexander, senior vice president, communications, Liberty Mutual Group. "Through these truly unique and customized enhancements to The Responsibility Project website, we hope to continue serving as a platform for sparking discussions about what it means to ‘do the right thing’ both online and off.”

The re-imagined site is led by former New York Times editor Nathan Lump, who serves as the site’s new managing editor. A print journalism veteran, Lump previously served as an editor for Travel and Leisure, SmartMoney and CondeNast Traveler.

About The Responsibility Project

The Responsibility Project, created by Liberty Mutual, is an organic evolution of the company’s advertising campaign that has showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. These ads featured the tagline, “Responsibility. What’s your policy?” Through The Responsibility Project, Liberty Mutual is using entertaining content, including independently produced short films, blogs, articles, advertising and television programming, as catalysts for examining the decisions that confront people trying to “do the right thing.”

The Responsibility Project’s online community launched in the beginning of 2008, and to date there have been more than 10 million unique visitors to the site. Individuals can participate in online conversations about personal responsibility and watch and discuss live-action and animated short films at The Responsibility Project website and online community at www.responsibilityproject.com.

About Liberty Mutual Group

Boston-based Liberty Mutual Group is a diversified global insurer and fifth largest property and casualty insurer in the U.S. based on 2008 direct written premium. The Company also ranks 71st on the Fortune 500 list of largest corporations in the U.S. based on 2009 revenue. As of December 31, 2009, Liberty Mutual Group had $109.5 billion in consolidated assets, $94.9 billion in consolidated liabilities and $31.1 billion in annual consolidated revenue.

Liberty Mutual Group offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, commercial multiple peril, commercial automobile, general liability, global specialty, group disability, assumed reinsurance, fire and surety.

Liberty Mutual Group (www.libertymutualgroup.com) employs over 45,000 people in more than 900 offices throughout the world.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6258340&lang=en

Contacts

Liberty Mutual
John Cusolito, (617) 574-5512
john.cusolito@libertymutual.com
or
Ketchum for Liberty Mutual
Denise Day, (415) 984-6230
denise.day@ketchum.com

Release Summary

Liberty Mutual today announced a comprehensive website re-launch of its multi-faceted, interactive online community, The Responsibility Project (www.responsibilityproject.com).

Contacts

Liberty Mutual
John Cusolito, (617) 574-5512
john.cusolito@libertymutual.com
or
Ketchum for Liberty Mutual
Denise Day, (415) 984-6230
denise.day@ketchum.com