I've spent most of a year now disgusted with huge portions of corporate America-and so have many, many Americans.  I don't even have to cite specific incidents, surveys or statistics to back up my sweeping generalization-they're everywhere.  Every day I expect to hear about another bankruptcy with executive golden parachutes, another Ponzi schemer or just another example of forehead-slapping incompetence.  But every now and then, life surprises me!   

Have you seen the new "family" commercials that are coming out from Liberty Mutual? Liberty Mutual is an insurance company that sells auto, home and life insurance. For their complete information, go to www.libertymutual.com . [Full disclosure here:  I am not a Liberty Mutual customer, and never have been.  I do not have any relationship with the company, and I don't know anyone who works there.  Also, Liberty Mutual is not the corporate insurer of NCFR, my workplace.]

Liberty Mutual (LM) has been developing an ad campaign that is astonishingly benevolent in terms of public service. LM is trumpeting human decency and good citizenship through an effort they call "The Responsibility Project." http://www.responsibilityproject.com .  These commercials that have been airing since 2006 are about "doing the right thing," mostly in the context of the behavior of strangers. I have been a fan of these for some time. Check it out: http://www.youtube.com/watch?v=wMwoexR1evo . Here's another one:

http://www.youtube.com/watch?v=Iw97CfZtyGw&NR=1 .

Lately, however, they have introduced "The Marlowes" into the ad campaign. They're a fictitious family who is like the family next door-or maybe even the one at your house. They've taken the "macro" message about societal responsibility and brought it down to "micro" kitchen table conversations. The Marlowes are a family who is facing all of the problems we all do. LM has video vignettes about the Marlowes and how they talk through their dilemmas such as:

• When does Grandpa need 24 hour supervision?
• What will happen if dad loses his job?
• Should you lie to protect a friend?
• How do you juggle the demands on the "sandwich generation?"
• Is it right for parents to "spy" on a teen's online activity?

If you haven't seen their spots, you can watch them online at:

http://www.whatsyourpolicy.com/videos . They have a blog that discusses family issues and a place for comments from the public. As a Certified Family Life Educator, I could envision using these commercials as conversation-starters in parent education settings or other presentations. 

In addition to teaching family relationships with the Marlowes, I hope LM keeps producing messages that promote "doing the right thing." These commercials can create opportunities for teaching moments with our children.  

Liberty Mutual:  I will probably never be your customer-the company who insures our home got us through a traumatic house fire, and so they've earned our loyalty.  But I am a huge fan of your commercials-which are truly public service announcements. The only possible improvement you could make would be to add a family studies expert to your impressive list of collaborators.   

Thanks for your innovative and altruistic ad campaign. And give my love to the Marlowes.