Does culture change lives? Gathering evidences that culture has an impact on society is a major challenge today, not just in policy papers but also in cultural theory and practice. Academics, practitioners, artists and policy makers are trying from different perspectives to tackle the challenge of capturing the value of culture, to prove that it matters and make the case for public funding. But why is this happening? And how could cultural professionals react to this pressure and actually give their own contribution to the debate? Which are the means that we do actually have to gain deeper and easy-to communicate understanding of the impact of our artistic work? How thinking in terms of audience impacts can help us shaping meaningful relationships and narratives? We’ll be honestly exploring the issue together and look into the Theory of Change, a powerful approach framed in the social impact sector that is increasingly adopted (and critically adapted) in the cultural sector.