In 2017, De Standaard launched its “The Truth” campaign, re-establishing the newspaper as the most reliable source for truthful news. Since 2018 marked the 100th birthday of De Standaard, we saw this as the perfect occasion to take this brand positioning a step further. To do so, we started by accepting that “the truth” is an abstract concept, influenced by times and emerging facts. So when times change, facts change, and even the truth changes. This insight made us realize that searching for the truth starts by questioning your own truths from the past, and letting them evolve when time proves you wrong. Instead of hiding our “mistakes” from the past, we took pride in them and showed people that we had gathered new insights about those topics. That’s what we call “Rewriting your wrongs” (het voortschrijvend inzicht van De Standaard.