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 best headlines ever written
'Trusted voices on social media open closed doors'How's your campaign or project going? Feel like you're knocking on a brick wall? Maybe it's time to look at who's doing the knocking (not that sort, mucky mind). ​The Edelman Trust Barometer is a report that emerges at the start of each year to largely tell us we don't really trust politicians and billionaires - who knew? But beyond the headlines, there can be some interesting nuance and the headline above 👆 was one of the more interesting findings this year. It found people's perception of an organisation can be completely changed if they're endorsed by someone they trust i.e an influencer. This was backed up in the 2026 report by Social For Good, which highlighted the power of micro-influencers as "community gatekeepers", content creators who already have people's trust and attention. We've talked about trusted voices and storytellers in the newsletter before, but never have it been more important to find those authentic, relatable people and use them to open the doors that are stuck shut. USE THIS: content and campaign ideasI just love storytelling campaigns that manage to tell a story with the most minimal of copy and these recent ads from Spotify and Persil are great examples. I shared a few more micro-story campaigns and examples in this blog.​ (Get this type of creative and content inspiration first on the Creative Catch of the Day WhatsApp channel.) ​STORYTELLING: two simple questions - new Story Board tip​How do we make sure we grab people's attention and keep them hooked on our stories? It's all about two simple questions. Catch up on all the storytelling shorts on the Turn The Page YouTube Channel. ​SOCIAL: X algorithm shared​Elon Musk surprisingly decided to share the actual algorithmic equation that dictates what you see in X. A like is worth 0.5 points. A reply: 13.5. But if your reply sparks the author to reply back, effectively an argument, then that's a whopping 75 points. This Times column deep dives on where that leads us. ​MEDIA: the best headlines of all time​My social media timeline reminded me of the greatest headline of all time (IMHO) last week. So when I posted it to LinkedIn it prompted a feverish debate and attracted lots of other worthy contenders. SOCIAL: webinar catch-up - Is Organic Social Dead?In case you missed it, this was a great webinar featuring commentary from the brains behind THAT viral Harry Styles NHS post and award-winning social gurus Manchester City Council. LOCAL GOV: Future Comms launchIt was great to see so many comms folk out for the launch of LGcomms's Future Comms programme at Lambeth Town Hall. Ealing Council are definitely making waves with their social at the moment, so it was a pleasure to team up with James Bird, one of the people making it happen, to talk about storytelling.
ABOUT US​Turn 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...