On Friday, January 30, 2026, students at the Advanced School of Mass Communication (ASMAC) will not just attend a conference, but will take centre stage in a professional conversation on storytelling, as part of the Bolessa Academic Conference.
Organised by Level 300 Advertising students, the conference, themed “Storytelling: the weapon of brands that sell,” is designed to place students at the heart of discussions that connect academic theory with industry practice.
To achieve this, the conference brings in experienced professionals, including Giyo Ndzi, Communications Officer at Paradigm Initiative. Giyo, known for his mastery of strategic storytelling across media and social platforms, will guide students through the sub-theme “Formats and styles: the appealing cocktail of modern storytelling.”
“Students often know what they want to say, but not how to say it effectively,” Giyo said. “Storytelling works only when the story, the format, and the audience are properly aligned. That is what we’ll focus on.”
The panel also includes Ines Ntsama, a Communications Strategy Instructor; Boris Mfa, artistic director; and Loïc Nkono, a Senior copywriter.
Moderation will be handled by Moïse Benga, Deputy Director General of Audace Media Group.
The professionals are expected to share techniques on selecting the right narrative for each platform, using storytelling to influence audience behaviour, and creating content that resonates across traditional and digital media.
Students in the Driver’s Seat
Unlike conventional lectures, the Bolessa Conference is structured to encourage dialogue. Students will have the opportunity to ask questions, receive feedback, and even present ideas to panelists, fostering a hands-on learning environment.
The approach ensures that students leave with practical takeaways, not just theory. By witnessing the thought process behind professional storytelling, students can better navigate campaign design, media production, and audience engagement in their own projects.
Bridging classroom and career
Organisers emphasize that the Bolessa Academic Conference is more than a just an event, and is part of a larger effort to connect academic learning with professional readiness.
“By seeing professionals in action, students understand what is expected of them beyond exams and assignments,” Giyo said. “It gives them perspective, prepares them for challenges, and shows that storytelling is both a skill and a craft.”
For ASMAC students, the day promises to be a hands-on immersion in the craft of storytelling, guided by professionals who have mastered the balance between creativity, strategy, and audience understanding.
For the industry experts, it is an opportunity to invest in the next generation of communicators.
“Events like this are a reminder that storytelling is not just about creating content, it’s about shaping perception, influencing action, and connecting with people,” said Giyo. “And there’s no better place to practice that than with students who are eager to learn and innovate.”
