Yaounde University’s Mass Communication students to explore the power of storytelling at Bolessa Academic Conference

Students of Level 300 Advertising at the Advanced School of Mass Communication (ASMAC) will on Friday, January 30, 2026, host the Bolessa Academic Conference, an academic initiative aimed at deepening conversations around storytelling as a strategic tool in modern brand communication.

The conference is organised under the theme “Storytelling: the weapon of brands that sell,” and seeks to bridge classroom learning with industry practice by exposing students to how narratives are crafted, packaged, and deployed to influence audiences in increasingly competitive media spaces.

One of the highlights of the conference will be a panel discussion centred on the sub-theme “Formats and styles: the appealing cocktail of modern storytelling.” The session will examine how brands and communicators can effectively combine narrative types and formats to better reach and engage their target audiences.

Giyo Ndzi, one of the speakers

According to Giyo Ndzi, Communications Officer at Paradigm Initiative and one of the panelists, storytelling has evolved beyond creativity alone and now demands strategic thinking.

“Storytelling works when the story, the format, and the audience are properly aligned,” he said. “Many brands struggle not because they lack stories, but because they fail to adapt their narratives to the platforms and audiences they are trying to reach.”

He is expected to discuss dominant storytelling formats, the importance of matching the right type of story to the right medium, and the need for communicators to adapt storytelling approaches to changing audience behaviour, particularly in digital spaces.

The panel will also feature Inès Ntsama, content strategy lecturer and podcaster; Boris Mfa, artistic director and artist; and Loïc Nkono, copywriter and junior head of advertising at Ideas Box. The discussion will be moderated by Moïse Benga, Deputy Director General of Audace Media Group.

Organisers say the Bolessa Academic Conference is part of efforts by the students to create learning spaces that complement formal lectures with practical insights from professionals in media, advertising, and the creative industries.

Speaking on the importance of such initiatives, Giyo Ndzi noted that academic platforms play a critical role in preparing students for professional realities.

“Spaces like this allow students to engage directly with practitioners and understand how theory translates into real-world communication challenges,” he said.