Last week, I had the absolute pleasure of heading to Birmingham for one of the best days in the comms calendar: the Unawards Masterclasses.
If you’ve never been, here’s the short version: it’s where Unawards winners (from the main event each December) take centre stage and share the how, the why, and the “bloody hell, that actually worked” behind their campaigns.
It’s a room full of honesty, heart, and some of the most determined and creative comms pros you’ll ever meet.
And did I mention it’s free? Yep – free to enter, free to attend. Held in a cinema, too. Because why not?
Darren Caveney’s ‘un’ formula
The Unawards are anything but typical. That’s the point.
Darren Caveney – comms legend and the force behind comms2point0 – ripped up the traditional awards playbook. Gone are the big-money fees, black-tie dinners, and corporate gloss. In their place? Real people doing brilliant work, given a platform to share it.
The Masterclasses carry that same spirit. Held at the Everyman cinema (yes, actual comfy seats), the day is welcoming, jargon-free, and refreshingly ego-free. Just proper, practical learning from people who do the work.
So, if something you’re working on feels tired? Try “un”-ing it. Unpick it. Unbreak it. Flip it on its head. Make it human again.
A day full of heart
This year’s Masterclass was packed with insight and feeling. Not every industry event makes you feel something. This one did.
Danielle Taylor’s Little Heroes campaign, supporting children with school-related anxiety, was brave and unforgettable.
Jack Grasby brought wisdom (and laughs) as he shared lessons from leading a small, high-performing team.
Linda McLean from Police Scotland held the room in silence with her powerful work on child protection, tackling tough issues with care, insight, and partnership.
Jude Tipper reminded us that vulnerability isn’t a weakness – it’s what makes people listen. We did.
Donna Jordan shared her recipe for building an award-winning team.
And there were brilliant contributions from so many more: Farid Norat and Niamh Oakes (Manchester City Council), Shalina Hussain and Filuck Miah (Tower Hamlets Council), Claire Boden and Joey Moxley (West Midlands Combined Authority), Richard Neale (Surrey County Council), Gemma Styles and Lara-Jade Horsley (Staffordshire County Council), Laurel Smithson (Hertfordshire County Council), to name just a few.
There were scribbled notes, photographed slides, and spontaneous applause.
I left feeling inspired and lucky. Being in a room with people who care deeply about their communities, and back it up with action, is something special.
This community is different
The Unawards Masterclasses are a reminder of why comms matters. And a powerful signal that you’re not alone in doing it.
This isn’t a competitive crowd. The Comms2Point0 community shares, supports, and lifts each other up. We all know the tough briefs, the tight budgets, the endless ‘can you just…’ requests – and still, we show up and make change happen.
As someone said on the day, public sector comms is a force for good. And it showed.
Don’t think about entering. Just do it.
Here’s the action bit: Unawards entries open again in September.
If you’re working on something brilliant, or something with heart and purpose, start making notes now.
This isn’t about polish. It’s about impact. Save that stakeholder thank-you email. Jot down results. Reflect on what you helped change. That’s your entry.
Next year, it could be your story in the spotlight.
Final thanks
A massive thank you to Darren, who champions this profession with generosity and energy. And to all the sponsors who make this free learning day possible.
To every speaker and attendee: thank you. The Masterclasses are what they are because of you.
Here’s to more stories, more learning, and more of that brilliant ‘un’ energy.
The sponsors and supporters:
CAN Digital
Local Government Association
Orlo
e-shot™
Letterbox Distribution.com
Grey Fox Communications and Marketing Ltd
Behaviour Change Network
Whetstone Communications
Seashell Communications
Ruby Bhattal Coaching
