Not all heroes wear capes – reflections on the UnAwards Masterclass 2026

Public sector comms can often get a bad rap… think potholes and bin collections! Yet comms teams are challenged every day to ensure they are meeting the service needs of their local communities, engaging hard-to-reach groups whilst promoting the strategic priorities of their respective organisations. And all with limited resources. 

It is at this point that I must make a confession! I am a newbie to the e-shot team and am in the process of super-charging my understanding of the inner workings of public sector communications. And what better way of grasping the challenges but also the creativity and innovations taking place across the sector than the UnAwards. 

What are the UnAwards? 

The idea behind the annual UnAwards is to celebrate the unsung comms heroes across the public sector. Categories span a wide range of comms activities from best campaigns, content creation, and videos to best team and young communicator. Entries from across the country are judged by a panel of leading industry experts. Led by the charismatic Darren Caveney from comms2point0, it is now in its 11th year and widely considered to be the high point in the calendar for best practice across public sector comms. This is further strengthened by the associated community and comradery that has developed around these awards over the last decade.  

What is the UnAwards Masterclass? 

Following the awards each December, the Masterclass is an opportunity for winners to share the highs and lows of their campaigns, what challenges they faced, how they managed internal stakeholders, engaged with local communities or created campaigns that delivered beyond expectations, and always with limited resources.  

And the result? Some truly inspirational stories of courage, resilience and innovation. The depth and richness of storytelling was truly inspirational. From the young major in Lewisham taking TikTok by storm, supporting LGBTQ communities within the Fire Services to capturing the living history of local residents in Wandsworth during the Second World War (my personal favourite was of Pam & Freddie the tortoise – make sure you check this out!) to engaging hard-to-reach-groups including NEETs (Not in Employment, Education or Training) the range of stakeholders and topics covered was truly staggering.  

What a lovely bunch of humans! 

e-shot have been involved as an industry partner and a sponsored of the UnAwards for several years, but this was my first foray into this community and what a lovely bunch they are! In amongst the different ways Councils are using video content, to the impact email campaigns have on engagement rates for resident surveys, it was also an opportunity for colleagues to share personal reflections Whether that was how to deal with changes in political leadership, the impact of local government reorganisation or the joy of going through the menopause, all presentations were done with humour, humility and grace… and a healthy splattering of film references befitting the venue – the Everman Cinema in Birmingham.  

What next? 

If you are in public sector comms, the nominations for the next round of campaigns opens later in September. Keep an eye on our newsletter and socials below, or sign up to the comms2pointo newsletter for updates on the entry process and top tips to compiling a successful entry.  

I can’t wait to see what the next UnAwards have in store, I know it will be another opportunity to celebrate the unsung comms heroes across the public sector as they support their communities with real impact.  

Here is a list of all the winners who presented in Birmingham: 

• Best Crisis Comms: Bedfordshire Local Resilience Forum Communication Cell (Bedfordshire Fire, Bedfordshire Police and Bedford Borough 

• Best use of ethics and diversity in communications: Nottinghamshire Fire and Rescue Service 

• Best young communicator: James Bird, Ealing Council 

• Best low cost/free comms: NHS England – Embedding digital inclusion  

• Best use of video: Magda Ibrahim - Wandsworth Council: Wandsworth in the Second World War - VE Day 80 commemoration 

• Best social media campaign: Staffordshire County Council - The NEETs campaign: Stop the brain-drain 

• Best Human x AI Collaboration: Alive With Ideas for West Berkshire Council 

• Guest post of the year 2025: 5 lessons from a year’s worth of fire service communications work’by Jack Grasby 

• Team of the year: The Nick Booth Award - Public Vote: Telford and Wrekin Council Comms Team 

• Lifetime Achievement - Public vote: Eva Duffy