Responsibility. What’s your policy? - A daring statement to be said by an insurance company. After all, they have to stand by these words. If you ask, then act by example. This was pointed out during the pitch;  to be aware that people will hold you to this. It was known that Liberty Mutual had a long history living up to a higher standard; Just enter their building in Boston and look up at the mantra chiseled into their wall. It clearly states their duty in fulfilling the commitment to their customers.

The campaign launched with an idea that was constructed over a weekend by Ernie Schenck and Jeroen Bours formerly at Hill Holiiday. Originally it was conceived to be a series of international incidents, whereby different people would pass on responsibility, but ended being done throughout the United States. It was clear from the beginning that the 'Responsibility' -idea could go far and soft-sell the philosophy of Liberty Mutual in a broad way.

Since the anthem spot ran, clergy, doctors and others have requested a copy of this spot to be shown to congregations and school classes. The commercial has even inspired a school to start a project to film their own version of pay-it-forward events that reflect the lives of their students.