For any hard-pressed comms person in the public or third sector who just needs a bit of inspiration, handy learning or fascinating facts (there really is a New Fave Fact section). Campaign and creative inspiration you can steal. Storytelling and comms tips and insight to pass off as your own.
The 25% more attention trick for your content
Real people. Reel resultsTiming is everything, isn't it? I've been knee-deep in a social media review for a fire service this month, with brilliant comms data guru Alex Waddington. And having analysed their most successful posts, we found their top content featured real people - staff, volunteers, animals (always animals). Everyday hero content, as Alex terms it. Then dropped a brilliant study to explain why. Emplifi's recent research on Facebook Reels showed:
It all tallies with previous data I've shared, which shows content is 58% more likely to be viewed past 3s if the start of a story arc is spotted (The Storytelling Edge 2025). We still can't help but be drawn to humans talking. AI what? FREE WEBINAR: Lore - the new storytelling and how to do itLore is the new buzzword around storytelling - from Taylor to TikTok - and we'll be exploring what creates it and how to build it on our free webinar on April 17 at 1pm. Sign up on link 👆. You'll hear from James Bird, Best Young Communicator at the 2025 UnAwards and social media manager at Ealing Council, on how they've been building lore in their borough through their standout socials, using their council Leader as the surprise star. You can also catch up on previous webinars on storytelling and campaign success on our YouTube Channel. USE THIS: content and campaign ideasWhat's lore all about? I think this a good example. Burger King embracing their history and back story to great effect in this latest ad. (Get this type of creative and content inspiration first on the Creative Catch of the Day WhatsApp channel.) STORY TIPS: going HollywoodWant to bring a bit of Hollywood into your storytelling? This is the story structure used from Star Wars to The Lion King and here's how you can use it too. (And here's a free version of the Story Builder explained in the clip). SOCIAL: The Round-Up
AI: not to brag but...PUBLIC SECTOR COMMS SURVEY 2026The largest benchmarking survey of local public services in the UK is live. It provides valuable data to help improve communications, covering councils, police, fire and rescue, NHS and registered social landlords or housing associations. Take part on the link above. FREE LEARNING: UnAwards winner webinarThe UnAwards winners' Masterclass has always been one of the best IRL learning events of the year. So the fact there is also an online edition this year - April 28, 12.30pm - means even more of you can learn from the best, so get signed up! ABOUT USTurn The Page is a story-led communications consultancy, using the power of stories to create memorable, measurable campaigns, strategies and narratives. Campaigns and comms led by stories are measurably more successful and improve engagement and trust.
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The Page Turner - creative comms and storytelling gold
For any hard-pressed comms person in the public or third sector who just needs a bit of inspiration, handy learning or fascinating facts (there really is a New Fave Fact section). Campaign and creative inspiration you can steal. Storytelling and comms tips and insight to pass off as your own.
Slopping out? I lost count in the end. Our summer camping trip to Italy had its ups and downs to put it mildly. Driving into wildfires. A tent flattened by a storm. Don't mess with nature. But the absolute nadir (and there were plenty of good bits too) was the communication on the Italian campsite. Every sign, every poster, every promotion, the product of the same AI prompt and output. Ciao to a blanket of lookalike blandness. Arrivederci originality. I'm sure your summer has been punctuated...
How to stop AI brainrot I've been playing a fun game in the last few weeks. It's called AI-Spy (yes, I do just make puns for my own amusement). It's my attempt to check myself before asking for AI's opinion or help on something. For loads of us, it might have become a bit too easy to do. Just like pulling our phone out to entertain ourselves when we have a few minutes to kill. But in a similar way to the phone reflex, knowing when it's good for you and when it's not is becoming one of the...
How long are you really listening for? Are you listening at the back? No, are you REALLY listening? I bet we all think we're good listeners now. It feels a very 2026 skill. We like to think we're good at empathising, understanding and comforting. And who better at that than doctors - they must the best listeners, right? Well, one study, shared by Lauren Castle-Baker on our recent webinar, found that GPs overestimated the amount of time they spend listening by 700%. One minute rather than...