Estate planner Susanna P. Lichter has taken a unique approach to advertising her services. She purchased a billboard to remind people of their mortality. The ad is intended to be eye-catching and thought-provoking.

Further details about the billboard and its message are available. The estate planner's decision to use this approach is notable, as it acknowledges the inevitability of death.

The billboard is described as a consideration of the cold embrace of infinity, suggesting a philosophical tone. More information about the ad and its intended impact can be found in the original report.