Liberty Mutual
ESG Efforts (Environmental Social and Governance)
We all know Liberty Mutual now as Liberty Biberty, with a staff that wears a lot of yellow and a mascot that never takes off his aviators. But outside of their advertising game, Liberty was in a bit of hot water with their policies regarding certain major corporations in some not-so-environmentally-friendly industries.
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Their big push was to strategically develop their underwriting for these policies in a way that would positively impact the environment. This internal effort was a combination of strategic and creative work in conjunction with BCG to deliver on a need that was much bigger than all of us. We rolled out a full scale internal campaign, re-focused the organization, and developed rigorous and informative new training modules for their underwriters to learn this new process.
ESG: Let's Make it Mutual
ESG can be both a profit engine for Liberty Mutual as well as a progress driver for its clients. It allows for managing risks and navigating opportunities. It asks us to embrace today and confidently pursue tomorrow.
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All of this additive and inclusive language underscores that GRS will incorporate ESG in a way that works for everyone. Borrowing from the company’s namesake, when it comes to ESG, “Let’s make it mutual.”
Internal Campaign (Existing brand footage)
External Extensions:
Liberty's New Light
As a symbolic gesture to show the real commitments LM is making to ESG, let’s replace the carbon emitting torch in our logo with an energy-efficient LED light bulb.
Limu Saves the World
As ESG starts to be implemented, the LiMu Emu can use his star power to bring attention to other animals needing protection. As our emu drops his style of sunglasses over other endangered species, we show who else needs our help with a call to join Liberty in their environmental activism.
Policy for the Planet
What if the GRS UW office wrote a policy for the whole planet? It would involve a broad consideration of trees, icebergs, cities, governments, and many other essential elements or resources under risk.
At the end of the policy, the value of the earth would be deemed immeasurable and LM would sign a symbolic pledge to make the planet premium. We start a social movement, inviting other people, clients, and even competitors to sign the policy with us.
IG Collab
Using the Instagram Collaboration feature, LM can post a message with an ESG focused non-profit that will show up on both brand’s timelines. A wider audience is reached as we share brand equity with vetted experts.
Internal Extensions:
Posters:
In Office:
Testimonials for Tomorrow
A version of our ESG Narrative is presented through the eyes of children who’s parents work at Liberty Mutual.
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These kids can read lines from narrative, share their thoughts on what the ESG ambition and pillars mean, or talk about how their parents are working to better the next generation.
Email & Intranet
We created a fun digital tool that can translate every ESG goal announced or success metric achieved to simple and direct language explaining how it benefits people.
For example, when the cursor hovers over #6, the text becomes, “We were first to warn our clients about floods.”