Reducing regional inequalities is one of the most overused phrases in development policy. Yet in places like this, more direct and more human language is needed if initiatives aimed at helping the most disadvantaged are to achieve real impact. The Gönc district in Borsod-Abaúj-Zemplén County has for years been one of Hungary’s most deprived regions. In many of its settlements, unemployment, limited access to services, and deep poverty are part of everyday life, while young