Silkkaa sotea

Challenge

The healthcare sector is weighed down by negative preconceptions in media. With this brand-led campaign, the goal was to show the sector in a positive light, strengthen Rinnekodit’s employer brand, and foreground the employee experience.

Solution

“Silkkaa sotea” is an ode to meaningful work and a counter-narrative to the sector’s image crisis. The ambition wasn’t just employer branding, but a broader societal stance against the negative story surrounding social and healthcare services. We set out to reveal another reality of the work: everyday moments full of laughter, care and purpose. Each channel had a clear job: video grabbed attention and landed the core message where articles and a podcast deepened the concept.

Bucket list recruiment campaign

Challenge

Younger audiences consume content quickly and primarily on mobile. Summer-job recruitment videos for social media had to be short and memorable: delivering the key message in seconds.

Solution

In the “Bucket List” concept, Rinnekodit’s summer employees share their wishes for the summer ahead. We extended the idea beyond video into social activations, using social-first edits that felt approachable while focusing the meaning and impact of the work.

Brand element animation

Rinnekodit needed visual solutions to unify messaging across channels from video to presentations.

We transformed the brand’s graphic elements into animated variants and ready-to-use template graphics.

Results

Our work together is ongoing communication that has boosted team pride, strengthened Rinnekodit’s reputation, and fostered an organizational culture where care comes first.

Strategically most significant outcomes were change in reputation and employer image after our Silkkaa sotea campaign.

Trust & Reputation 2025 study
General public opinion: 3.25 (vs. 2.70 for public-sector sote operators)
Regional decision-makers: 3.72 (up from 3.25)

Employer Reputation study: 3.24 (industry avg. 2.77)

Don & Branco helped us find a way to stand out and speak broadly to applicants, employees, decision-makers and the general public. The impact shows not only in attraction and retention, but also in the fact that Rinnekodit is now even more clearly recognized as a bold, value-driven and trustworthy operator in the social and healthcare sector.

Leena Åkerberg, Communications & Marketing Manager, Rinnekodit