Liberty Mutual Launches New Advertising Campaign Highlighting Personal Responsibility in Daily Life

New Commercials Focus on the Decisions One Family Faces When Trying to "Do the
Right Thing"
BOSTON--(Business Wire)--
Liberty Mutual today announced the launch of its 2009 advertising campaign and
newest edition to the popular "Responsibility. What`s your policy?" themed
advertisements. Through a series of television and online advertisements that
follow the lives of a "typical" American family, Liberty Mutual hopes to spark
discussion and reflection on the topic of personal responsibility. The estimated
$60 million campaign will air on major network and cable television including
CBS, NBC and ABC. Additionally, Liberty Mutual is making extended versions of
the advertisements available on its multi-faceted, online community, The
Responsibility Project (www.ResponsibilityProject.com), where individuals can
join the conversation about the decisions portrayed in the advertisements as
well as share their views on personal responsibility.

"Liberty Mutual considers responsibility a core value for its brand, employees
and customers, and we created the advertising campaign and online community as a
forum for discussing a topic that resonates with our customers and
organization," said Paul Alexander, Liberty Mutual Group Senior Vice President,
Communications.

The new advertising campaign, produced by Boston-based Hill Holliday, launched
on March 29, 2009 during airings of ABC`s "Extreme Makeover: Home Edition", CBS`
"The Unit" and NBC`s "Kings." The advertisements tell the story of the Marlowes,
a fictional family experiencing situations that challenge their definition of
personal responsibility and what it means to "do the right thing." The first
advertisement introduces members of the Marlowe family, including its parents,
grandfather and teenage children. Throughout the campaign, the Marlowe family
must deal with situations that many viewers can relate to and can respond to
online at www.ResponsibilityProject.com. These situations include those between
parents and their children, such as a moment when the Marlowe family`s mother
and father are secretly checking a computer that belongs to Zoe, their high
school-aged daughter. Other advertisements highlight situations various family
members face and also introduce viewers to the Marlowe`s extended family and
friends.

"Creatively, this work is intended to provoke thought and action around issues
related to responsibility," said Hill Holliday CEO Mike Sheehan. "When Liberty
Mutual first launched its first `pay it forward` themed advertising campaign it
looked at responsibility on a macro level, this new work takes a look at
responsibility on a micro level and through the lens of a typical American
family. Responsibility remains a value that is authentic to the Liberty Mutual
brand and part of the company`s DNA."

While the original campaign started in 2006, The Responsibility Project`s online
community was launched in the beginning of 2008, and to date there have been
more than two million unique visitors to the site. The site has received
considerable attention with individuals who have an affinity for the topic of
personal responsibility, including moms and teachers.

According to Liberty Mutual`s Paul Alexander, "The second year of The
Responsibility Project will be highlighted by new thought-provoking,
independently produced short films and content that will allow individuals to
actively engage in the conversation."

In 2009, the interactive Web site will continue to connect individuals who are
interested in sharing their perspectives on personal responsibility by
featuring:

* Extended versions of the new advertisements - fans of the advertisements will
have the opportunity to learn more about each family member and discuss the
personal responsibility decisions of the main characters in the campaign
* New independent film shorts about the decisions people face trying to "do the
right thing"
* Discussion guides to accompany each short film for parents, students, teachers
or any fan of the films
* Interviews with individuals associated with the films
* Articles and blog postings from the site`s editor, veteran journalist Kathy
McManus
* Resources such as links to other sites that focus on the topic of personal
responsibility, as well as books and articles recommended by members of the
online community

More information and all content is available at www.ResponsibilityProject.com.

About Hill Holliday

Hill Holliday, owned by the Interpublic Group of Companies and headquartered in
Boston with offices in New York, Miami and Greenville, S.C., is one of the top
communication agencies in the nation. Hill Holliday has won every major award
for advertising excellence and effectiveness and has among its roster of clients
leading national and regional brands including Bank of America, Chili`s Grill &
Bar, Covidien, CVS/pharmacy, Dunkin` Donuts, Harvard Pilgrim Health Care, The
J.M. Smucker Company, Liberty Mutual, The Massachusetts State Lottery, Novartis,
Partners HealthCare, the Rockport Company, TJX Companies and Verizon Wireless.
Hill Holliday can be found on the Web at www.hhcc.com.

About The Responsibility Project

The Responsibility Project, created by Liberty Mutual, is an organic evolution
of the company`s ad campaign that 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, online
content and television programming, as catalysts for examining the decisions
that confront people trying to "do the right thing." Individuals can participate
in online conversation about personal responsibility and watch and discuss
live-action and animated short films at The Responsibility Project Web site and
online community at www.ResponsibilityProject.com.

About Liberty Mutual Group

Boston-based Liberty Mutual Group is a diversified global insurer and sixth
largest property and casualty insurer in the U.S. based on 2007 direct written
premium. The Company also ranks 94th on the Fortune 500 list of largest
corporations in the U.S. based on 2007 revenue. As of December 31, 2008, Liberty
Mutual Group had $104.3 billion in consolidated assets, $94.2 billion in
consolidated liabilities and $28.9 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.

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Liberty Mutual
John Cusolito, 617-574-5512
john.cusolito@libertymutual.com
or
Ketchum for Liberty Mutual
Michael Stewart, 310-584-8307
michael.stewart@ketchum.com

Copyright Business Wire 2009