Hill Holliday Spreads Happiness With 'Social Experiments' in Boston

New approach to suicide prevention

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All advertising strives to sell happiness, implying that buying certain goods or services will make you feel better than you did before. Pitching happiness itself, striving to communicate the gravity of the concept and its importance in our daily lives, is a different matter entirely—and that's the metaphorical mission of Hill Holliday's pro-bono "Happier Boston" push for suicide-prevention group Samaritans Inc. In addition to a Web site and PSAs, the campaign is taking its message to the streets via "social experiments."

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