Finnish healthcare services are state-of-the-art in global comparison (https://www.statista.com/statistics/1376344/care-systems-ranking-of-countries-worldwide/). Basic services are available to everyone living in Finland, and the specialised healthcare services are of extremely high quality. However, the general opinion and media stories often paint a bleak picture. Newspapers are filled with mostly negative stories about the healthcare sector, there are significant cost-cuts being implemented, and healthcare professionals are under immense pressure. Yet, hundreds of thousands of people receive treatment and help every day. Finns are also the happiest taxpayers in the world, partly thanks to the healthcare services we receive in return. Because of this, we want to explore different ways for the public healthcare sector to show and tell how they are helping us each and every day. How would you, as a university student, want the public healthcare sector to communicate in an authentic, honest, and transparent way in the future? How should a public healthcare service provider communicate and brand themselves as authentic and trustworthy? How can they respond to the never-ending bad publicity by showing and highlighting the daily small wins and their integral role in our welfare state? What could be some of the more innovative ways to communicate about daily operations in the public healthcare sector? There are some great examples of authentic branding and communication, such as the reality TV show "Elossa 24H" and the Finnish tax administration’s social media presence (https://www.instagram.com/verohallinto/). Join the project to design new approaches and attitudes towards communicating success stories, mistakes, and the daily life of the public healthcare sector transparently!