Liberty Mutual (yes, the insurance company) says:

"In 2006, Liberty Mutual created a TV commercial about people doing things for strangers. The response was overwhelming. We received thousands of positive emails and letters from people all over the country commenting on the ads.

We thought, if one TV spot can get people thinking and talking about responsibility, imagine what could happen if we went a step further? So we created a series of short films, and this website, as an exploration of what it means to do the right thing."

Hence "The Responsibility Project."

I love it! Well done, down to earth examples designed to spark comment and thought, and the concept itself is sorely needed in today's culture. Kudos, too, to NBC, for partnering up with them.