The marketing strand of social marketing is often traced back to a question posed by Wiebe in 1951: Why can't you sell brotherhood like soap? Today, the people at Hill|Holliday and Liberty Mutual are demonstrating an updated approach to answering this question with the Responsibility: What's Your Policy campaign.
For an inside look at the campaign read the H|Hblog - one of the first advertising agencies I've seen to drop the web site approach and adopt an engagement philosophy towards all of their communications efforts. Makes me wonder what's holding up some PR firms from moving to corporate blog sites. I would think that living the commitment to engagement would be top of mind for some of them - and not just putting up a blog off in a corner of the web site. Be sure to note the Comments on the campaign at the H|H blog!
Whether it's brotherhood or responsibility, the challenge remains: Making the intangible tangible.