What we learnt from the UnAwards Masterclass in 2026

I’ve never attended the UnAwards before, let alone an UnAwards Masterclass, so being given the opportunity to go down and listen to loads of incredible speakers talking about what they’ve learned, achieved and created was a brilliant day out. 

My main takeaway was how honest everyone was. It was so refreshing to hear people speak not only about what went well, but what they learned, and that sometimes working in social media can be really tough. This is what I remember from the day and the top tips I’m taking back to my own job: 

1. TikTok is where it’s at

If you think councils are too “stuffy” for TikTok, Olivia Mante from Lewisham Council is here to prove you wrong. She bagged the ‘Best Social Media Account’ award last year for the Young Mayor’s TikTok, and her secret weapon was surprisingly simple: Stop trying so hard.

The engagement they’re seeing is wild and they’re even seeing incredible voter turnout for the young mayor elections. How? By not taking themselves too seriously. Most of their best-performing content isn’t glossy or over-edited; it’s often just raw b-roll or the Young Mayor speaking in a very candid way directly to camera with no edits.

The top tip: People don’t want a polished press release; they want to see the real you.

2. Just do it

Jack Grasby from Nottingham Fire and Rescue Service spoke about a Pride video they produced that really didn’t pull any punches. It showed their team standing tall against prejudice, and it landed perfectly because it had backbone.

As someone who creates content for a living, Jack’s advice on the creative process was brilliant:

• Just hit record: Linking to a big strategy is fine, but just starting is where the magic happens.
• Borrow (with manners): See a great idea? Pinch it! Just make sure you ask the original creator first.
• You are the USP: No one else thinks exactly like you do. Your unique brain is your best asset, so use it to help others.

3. Be kind to yourself

One of the main themes from the day was that comms is a bit of a rollercoaster right now. The constant “change” can be exhausting, but everyone in the room was reminded time and time again that it’s okay to take a step back sometimes when you need it. If Facebook comments are becoming a bit too toxic, give your team permission to walk away for a day. If you’re struggling with the workload or the stress, write about it. Sharing your thoughts and worries might be the exact thing that helps someone else feel less alone.

4. The power of teamwork

One of the most ‘we need more of this’ moments for me was hearing about the teamwork between the council, fire, and police in Bedfordshire. They handled a crisis with such incredible professionalism that people living just 20 minutes down the road didn’t even realise there was a problem.

They didn’t just broadcast messages, they met people where they were. They got into the nitty-gritty of what residents were actually facing and kept their messaging 100% consistent across all three agencies. By acting as one single “source of truth,” they built a level of trust that’s gold dust in a crisis.

Final thoughts

The big theme of the day? Just crack on. Whether it’s posting that unedited clip or being honest about how hard the job can be, authenticity is what wins. It was so inspiring to see a room full of people showing up, supporting each other, and doing brilliant work in a tough climate.

Completely opposite to Hannah, I’ve been to many UnAwards before – both the glittering awards ceremony in December and to the spring masterclass days. As a previous award winner (I had to get that in!) I’ve also spoken at the masterclass a couple of times, too. 

This year, everyone was a smasher – I could tell why they’d won. Some standout moments for me:

1. Find your tortoise

Everyone has a story to tell, and everyone relates to another human being more than any council, trust, force, or faceless organisation. So, find people willing to tell their story and they’ll do it for you. For Magda Ibrahim from Wandsworth Council, that was Mary and the tortoise she found during the blitz, who is still going strong today. And I loved Lewisham’s young mayors – incredible first person stories from young people who brought smiles to every face in the room. A great presentation from Oliva that sparked so many ideas!

2. Take your time

This might seem contrary to Hannah’s takeaway from Jack’s presentation! But what I mean is that sometimes taking the time to thoroughly research, plan, and execute your strategy is what will yield results. Clare Abbotts, Lily Saiedi and Freya Dawson from Staffordshire County Council were the standout example of this for me. The NEETs campaign took years to get to delivery. Back when I led the SCC team we were asked to ‘do something to stop people dropping out of education’ and it would have been easy to say ok, and knock together a few social posts and posters that wouldn’t have done anything to change the problem. It’s a huge credit to the team that they researched, planned, and really thought about proper outcomes for young people that would improve their lives. Very proud of them.

3. Own it. You deserve your place

 Eva Duffy, winner of the lifetime achievement award, made me cry. All. The. Feels. Not only did she talk about feeling imposter syndrome and undeserving of the award, she shone a light on something very personally relevant to me right now – peri and menopause, and what that does to women. To their minds, their bodies, and their careers. Oh, and she got everyone singing and clapping along to Depeche Mode. Iconic moment. 

Final thoughts

I sometimes struggle to articulate what I get from this event year on year. Yes, there are a lot of practical takeaways, I’ve only managed to mention a few here! But there’s also something else that’s harder to pin down. People younger than me (including Hannah) would probably call it ‘vibes’. 

Despite about half the people in the room being there for the first time, there was an overwhelming sense of community and support among the crowd. 

I took part in the partner/sponsor Q&A, and when asked the question ‘what do you think are the biggest challenges facing us at the moment?’ I singled out trust. 

Trust sits underneath all of it. The TikTok videos that actually get watched, the crisis comms that kept a community calm, the campaign that took years because someone refused to cut corners. None of it works if people don’t trust the source. And in a room full of public sector communicators, that feels particularly loaded right now. 

We’re working in a climate where trust in institutions is fragile, where people are quick to scroll past or switch off. So when we talk about authenticity, about finding your tortoise, about just hitting record, and showing the real you, we’re really talking about the same thing. A message that isn’t trusted won’t be received, won’t be acted on, and won’t be shared. It just disappears. 

And our comms community thrives because we trust each other. We recognise the brilliant work that peers are doing day in, day out. We know it’s good, and that we’re working hard for good results. That’s why this community matters, and why days like this one are worth showing up for. I’m very glad to be part of it.