Liberty Mutual posts photo essay on Freedom Ride
The Responsibility Project is a marketing effort that Liberty Mutual has been working on with Boston ad agency Hill Holliday. The campaign's latest iteration commemorated the the 50th anniversary of the original Freedom Rides, when more than 400 Civil Rights activists rode interstate buses through the South to challenge racial inequality.
Earlier this month, 40 college students retraced the 1961 rides from Washington, D.C., to New Orleans, and the Liberty Mutual Responsibility Project was on hand to capture the journey. A completed photo essay of that commemorative journey has now been posted online, Hill Holliday said.
The original Freedom Riders were the subject of a recent American Experience documentary on PBS. The documentary was sponsored by Liberty Mutual.
"The Responsibility Project featured 12 short films to supplement the documentary, and documented the entire 2011 ride in a comprehensive photo journal, updated daily for the duration of the event," Hill Holliday said.