SCMP's PostMag is an iconic magazine that many in Hong Kong grew up reading. However, it needed to adapt and increase its readership and revenue to stay relevant.To achieve this, SCMP launched the "Life. Culture. Discovery." campaign to engage readers and advertisers by highlighting the significance of culture and lifestyle content in people’s lives. The campaign features insights from three influential PostMag readers on the meanings of life, culture, and discovery in today's world.