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

Not all heroes wear capes – reflections on the UnAwards Masterclass in Birmingham 

The idea behind the annual UnAwards is to celebrate the unsung comms heroes across the public sector. Communications teams across the country can nominate campaigns they have worked on over the year and are judged by a panel of leading industry experts across a number of different categories. Led by the charismatic Darren Caveney from Comms2PointTo, it is now in its 11th year and widely considered to be the high point in the calendar for showing best practice across public sector comms.  

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 with limited resources.  

And the result? Some truly inspirational stories or 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! 

We have been involved, and a sponsored the UnAwards for a number of years, but this was my first foray into this community and what a lovely bunch they are! In amongst the case studies of best practice, including different ways Councils are using video content, to the engagement rates of email for resident surveys, it was also an opportunity for colleagues to share personal reflections. Whether that was in how to deal with changes in political leadership, the impact of LGA or the impact on 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.  

I can’t wait to see what the next UnAwards have in store this coming December, but it will be another opportunity to celebrate the unsung heroes across the public sector supporting their communities and having real impact.  

If you are in public sector comms, the nominations for the next round of campaigns opens in September, make sure you get your nominations in! 

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 

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

• Lifetime Achievement - Public vote: Eva Duffy