The general public in Sweden has little interest in the social security system and many times incorrect expectations of how much they will receive in benefits. But at the same time most people are positive about having a general social welfare system. The Swedish Social Insurance Agency’s communication strategy was created to remind the general public of just that and to connect the Agency with those positive feelings by showing how the agency embodies that idea of social security in a modern way. The Swedish Social Insurance Agency devised a world of puppets to give an unexpected picture of the agency. By using puppets instead of real people in the communication, it was also possible to be gender neutral, and not have to focus on issues such as ethnicity, race, age, sexual identify etc., while at the same time getting the message across in a clear and concise way.