Truth Delivery leverages an existing outdoor channel: the network of moving stores that operate in exactly the areas the brand wasn't able to reach. It turns parts of the outdoor infrastructure of the mobile stores: the bags they use anyway into a new medium to deliver news for this demographic.

Rural areas in Hungary are underserved. As these poor towns lose young people, who move away, and have less and less residents, grocery stores also close. Therefore, a network of moving stores cover these counties. Over the third of Hungary's populations lives in these rural areas, where people get their essential groceries from mobile stores that cover whole counties.

Press freedom in Hungary is dimishing. Reporters without Borders writes: "Prime Minister Viktor Orbán, whom RSF has deemed a press freedom predator, has built a media empire whose outlets follow his party’s orders. Independent media are subject to political, economic, and regulatory pressures."

Transparent wanted to reach beyond its regular readers: city people who read news online. Because all media, including all state TV channels, state radio channels, and all national and local newspapers are centralized under the government controlled body called KESMA, they only print government approved news.

Independent media was pushed into the online sphere. But that leaves out over 30% of the population, who don't read news online. This means that only government approved narratives reach them, and they're left completely without objective or independent information. Corruption, scandals, or long-researched uncovering work by journalists don't reach them. Transparent wanted to find a way to get the truth in front of this demographic.

Truth Delivery reached households that make up over 15% of the complete population of the country altogether. Penetrating these homes where no online news platform has reached so far.

At the same time, thanks to earned media, Transparent's website reading time increased by 250%.

Written specifically for this format and demographic, by the journalists of Transparent, our rural audience can read the 5 most important, current news items. The stories Truth Delivery made people aware would never have reached this demographic. Such as a pedophile scandal that shook trust in the government, or the news about the Czech Intelligence Office's finding that Hungarian politicians could have received funds from Russia in exchange for perpetuating Russian propaganda against Ukraine. The state media never talked about any of this.