Forbes Magazine has just celebrated its 1 year anniversary in the Czech Republic, so it is still fairly new on the market. Although the magazine had a relatively established reputation, the common misconception of the consumers was that Forbes is a purely financial magazine, destined for businessmen only. Through this campaign, we set out to prove that Forbes Magazine had a lot more to offer in terms of content: insights from the business world, success stories, interviews, entrepreneur profiles—basically it was a guide towards a successful lifestyle. To get the message across, we created a social experiment based on the psychological phenomenon called 'The Bystander Effect', demonstrating how in today’s socio-economical context, success is a matter of life and death. Viewers of the video were redirected to the Forbes Magazine website, where they could learn more about the content they could find upon purchasing the magazine.