Yle - The world’s most trusted news

Trust is more valuable than ever today. 

Mainly because there's less of it. The world has changed, and people seem to trust each other, and the media, even less. But thankfully, there’s an exception. A unique, small country called Finland, which has also been named the "Happiest Country in the World" seven times in a row.

In Finland, people know how to trust. They trust each other, their friends, even their neighbours. But above all, Finns trust the news. In fact, they trust the news more than anyone else in the world (Reuters 2024). So, it's no exaggeration to say that the most trusted news in the world comes from Finland.

In the Yle News brand film produced by Directors Guild Helsinki, and directed by Mikko Lehtinen, we dive into the essence of trust and explore what it means in Finland compared to the rest of the world. This visually and sonically powerful film is simply a tribute to Finnish news production and its strong relationship with the audience.