It’s no surprise to my listeners that I see much of today’s media as instrumental in dumbing down our collective moral sensibilities. I’m happy to let you know of an exception. NBC Universal and Liberty Mutual have announced a marketing and programming partnership that will deliver NBC’s two-hour movie/backdoor pilot “Kings” as well as an additional original movie to air on NBC and the USA Network during the 2008-09 season. The movies are part of a broader Liberty Mutual marketing campaign tied to the theme of personal responsibility.
According to NBC Universal’s press release, “Through the Responsibility Project, Liberty Mutual uses independently produced short films, online content, and (with the addition of the NBC partnership) television programming, as catalysts for examining the decisions that confront people trying to ‘do the right thing.’”
Each movie will be promoted and linked to The Responsibility Project website (responsibilityproject.com), which features independently-produced film shorts, discussion guides, interviews, articles, and blog postings tied to the central theme of personal responsibility.
I can’t wait to see how – and if – this works. It seems to me that sneaking up on people with entertainment to tickle their sensibilities about honor, integrity, honesty, courage and convictions is, in this era of media “OD”ing with messages to the contrary, a very smart idea.