The programme is suited to professionals and practitioners working in, or aspiring to work in, areas including teacher training and education, mental health literacy and community engagement, museum and heritage practice, policymaking and public communication, climate and sustainability communication, research impact and knowledge exchange, civic engagement, and business innovation.

Endorsed by UNESCO, the programme supports the development of responsible, creative and impactful storytelling practices that contribute to inclusive communication, cultural understanding, sustainable development and positive change.