Truth Delivery creates a completely new touchpoint for a specific target audience that had never existed before. Through its channel strategy, it allows a completely new set of people (the population of specific, underserved rural counties) to experience the brand who'd never experienced it before.

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.

We tapped into an existing delivery system: a network of moving stores that cover these towns. Here, people get their essential groceries from the moving stores. They have access to over half of the rural population that online news doesn’t reach. So we turned the packaging that the mobile stores use anyway into a medium of essential news: all sizes of paper bags, bread bags, and even the back of the receipt is home to a specially curated edition of Transparent's news.

Written specifically for this format and demographic, by the journalists of Transparent, we summarized the 5 most important, current news items. Transparent partnered with the mobile store network that cover the most underserved counties with the least readers online, and turned their packaging and bag items into a medium for news.

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.

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%.

Truth Delivery leverages an existing outdoor channel: the network of moving stores operate in exactly the areas the brand wasn't able to reach. It turns parts of the outdoor infrastructure of the mobile stores into a medium to deliver news.