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.
The underrated art of acknowledgement My brother does nature conservation. No real reason for you to know or care about that, but he does. What I'd completely forgotten about was how a letter from Sir David Attenborough had played a large part in that, until he was recounting the story around the great man's 100th birthday celebrations a few weeks ago. When he was 12, Paul sent him a letter about reptiles he was rescuing near our house (our shared bedroom was always full of snakes and lizard...
They don't teach you that at college No matter what type of comms qualification or experience you have, some things you just can't train for. You may have either got along to the UnAwards Masterclass event in Birmingham (well done if you bagged a ticket) or been able to join the online webinar last week. And, as always, it was brilliant to hear the stories behind the award-winning work - how it was planned, created and executed. (By the way, one of the top comms hacks out there is the Comms...
Sell the benefits, not the features It's always there. Everyone knows it. But no-one says it. I've just finished a messaging refresh with a national charity. It covered a really important initiative for them, one they wanted employers to jump on board with. On the surface, there was nothing hugely wrong with what already existed. But then I put on the glasses of the intended audience, which always helps to reveal the most important factor - will they care? There was plenty in there about what...