This article examines how do municipalities aim to promote well-being in sparsely populated rural villages, and how are villagers involved in the measures of well-being undertaken in their municipality. The main analysis is based on the interviews of municipal representatives in the case study of North Karelia, Finland. The analysis of well-being and participation, and their relation to the social inclusion of rural inhabitants is executed under the themes of mobility, services, democratic involvement and civic action. The policy measures seek to improve liveability of the environment and the villagers’ quality of life. Participation, as a means and an end of well-being and inclusion, involves the dimensions of structural inclusion, as well as genuine participation and citizen engagement.