Commscamp Scotland 2025: Embracing change and creativity in communications

On April 3rd, 2025, Touch Design had the privilege of attending Commscamp Scotland in Glasgow as Gold sponsors, taking part in a day filled with insightful sessions, lively discussions, and, of course, a lot of learning. Commscamp is one of the most anticipated events for public sector communications professionals, and this year, it was a space for exchanging ideas on some of the most pressing topics in our field. From AI and internal comms to resilience and mental health, the event addressed a broad spectrum of issues that impact communicators today.

The theme of change

As always, change was at the heart of the event. In a year marked by significant transitions, including the announcement of the closure of NHS England and ongoing shifts in local authority structures, the theme of change permeated lots of sessions. One thing was clear: change is not just a momentary challenge—it’s the status quo. The key takeaway? Keep calm, carry on, and adapt, again. It was a reminder that adaptability is a part of effective communications, and professionals in this field need to remain resilient while navigating the evolving landscape.

The event was particularly timely, with discussions covering a range of current issues, including how devolution and reorganisation is affecting local authorities, the NHS’s continued focus on moving care closer to home, and the growing role of AI in communications.

A day of diverse sessions

The sessions at Commscamp were diverse, providing opportunities for all attendees to engage with a variety of topics. Some of the key sessions included:

1. AI in communications: As technology continues to evolve, so do the tools available to communicators. This session explored the opportunities and challenges of integrating AI into communication strategies.
2. Preparing spokespeople: With rapid change, the need for clear, consistent, and empathetic messaging has never been more crucial. This session provided practical tips for ensuring spokespeople are ready to handle crises and deliver messages effectively.
3. Internal communications: A session that focused on fostering collaboration and transparency within organisations. Effective internal comms are essential, especially during periods of restructuring or change.
4. Creative storytelling: In a world of information overload, standing out is a challenge. Creative storytelling is the key to capturing attention and conveying complex messages in an engaging and accessible way.
5. Resilience and mental health: Given the fast-paced and often stressful nature of communications work, this session focused on supporting the mental health of communicators and building resilience in teams.
6. Elections and campaign planning: With upcoming elections on the horizon, this session provided practical advice on how to manage campaign communications effectively.

Our sessions: 

Horizon scanning

As a Gold sponsor, Touch Design ran a session titled Horizon Scanning – What Do You or Your Organisation Need to Do That You Are Not Doing, and Why? This session sparked conversations on the challenges that communicators face and how they can plan for the future.

The session prompted participants to ask some key questions:

• What is your organisation not doing but should be doing?
• What barriers are preventing you from doing this?
• Are your current resources and funding sufficient for meeting communication needs?

These questions served as a catalyst for discussion about the necessity of proactive planning, efficient communication processes, and the identification of gaps in current strategies. 

Accessibility continues to be a major area of focus for communicators. A conversation took place about how infrastructure and inherited technology can limit what communicators can do. 

Discussions took place on the importance of considering digital estates, which involves viewing your entire online presence—websites, apps, and social media channels—as interconnected. The need for a cohesive approach to digital accessibility was discussed and how to frame an area of work as, for example, ‘reaching the audience you need to’ rather than 'making the website accessible'. 

The changes to the Procurement Act were discussed as potentially having significant impact on public sector organisations by introducing new regulations that require more transparency and accountability in the procurement process. It may also create additional challenges in terms of resource allocation, and adapting to new procedures for securing contracts and delivering services efficiently.

The NHS’s 10-year plan, led by Lord Darzi, was discussed, with a focus on how communicators can support these transitions effectively. The plan focuses on shifting care from hospitals to communities, emphasising the importance of providing services closer to home through pharmacists, GPs, and local healthcare providers. It also promotes the use of technology, such as shared care records, AI, and virtual wards, alongside a greater emphasis on prevention and early intervention to improve long-term health outcomes and reduce the burden on hospital services.

Creative play 

We also ran our Creative Play session, where attendees were encouraged to think outside the box and approach problems with fresh perspectives. Creativity in communication is essential, and sometimes it requires stepping away from conventional approaches. We shared some of our favourite creative thinking tips, including:

• Challenge your perspective—look at problems from different angles.
• Use play and humour as tools to stimulate new ideas.
• Be open to the unexpected and embrace the process of trial and error.

This session was a reminder that creativity isn’t just about grand ideas—it’s about experimenting, learning from mistakes, and continuously evolving your approach. Get in This email address is being protected from spambots. You need JavaScript enabled to view it. if you would like to be sent some Creative Play exercises. 

Conclusion

Commscamp Scotland 2025 was an enriching experience that reminded us of the importance of adaptability, creativity, and proactive planning in the world of public communications. From discussions on devolution to creative problem-solving, the event highlighted the incredible potential for communicators to navigate change, engage audiences, and drive meaningful impact. At Touch Design, we’re excited to continue being a part of this creative journey and look forward to the next opportunity to learn and grow together.

If we missed you at the event, feel free to This email address is being protected from spambots. You need JavaScript enabled to view it.—we’re always eager to hear new ideas and explore how we can This email address is being protected from spambots. You need JavaScript enabled to view it..