Let’s Tell Stories That Make a Difference

Stories that challenge injustice, spark empathy, give voice to the unheard—and, like Scheherazade’s, remind us that storytelling can save lives.

About Me

I am Jelena Lukic — a writer, storyteller, and journalist with over 25 years of experience spanning print, video, and audio industries. I love listening to people and helping their voices be heard. My work is driven by a deep commitment to justice, social change, and creating projects that truly matter.
Throughout my career, I have launched and led creative teams, producing stories that inspire, challenge, and empower. Storytelling for me is not just a profession but a powerful tool to give voice to the unheard and drive positive change in society.

Behind every statistic is a face. A good story never forgets it

Maybe statistics make you think, but a single story makes you feel. And when people feel — they move.

All my stories have stayed with me. Time and again, I’ve seen how one well-told story — about a woman rebuilding her life, a child navigating loss, or a community reclaiming its voice — can reveal a truth more powerfully than a hundred headlines.

A good story doesn’t shout. It listens. It lingers. It whispers what we didn’t know we needed to hear.

Like Scheherazade, who saved her life by telling stories each night—stopping at the cliffhanger to keep the king eager for more. Her tales became her lifeline, a survival through the power of narrative.

What I’ve Made, What Made Me...

Selected projects in journalism, storytelling, and media production

Journalism and Writing

With over 25 years in journalism, I’ve worked across print media, television reporting, and documentary storytelling. As an author, I’ve published several books grounded in lived experience — shaped by the voices and stories of people I’ve met along the way.

Educational Work

For more than two decades, I’ve been sharing knowledge and inspiring others — from teaching creative writing, philosophy, and art, to directing youth creative camps and leading workshops in voice coaching and the audio production field.

Initiatives I Lead

Alongside my work in writing and education, I create projects that respond to real needs — from caring for the elderly to empowering others through language and creativity. Each initiative is rooted in connection, usefulness, and the desire to build something meaningful.

Work Experience

Experience across borders, formats, and platforms — always led by the story.

Metropolis- HUMAN- Journalist

2008 -present

I worked as a journalist and storyteller for Metropolis, a documentary series produced by Dutch public broadcaster VPRO. My role involved creating in-depth reports and human-interest stories that explored cultural transformations, social issues, and authentic personal experiences from the Balkans. Through this work, I aimed to bring nuanced perspectives and vivid narratives to an international audience.

Journalist

Urban Art

1999- present

Urban Art is an NGO that has been active for around 25 years, through which I have implemented numerous community-focused projects aimed at driving positive change. Our programs include support for the elderly, vulnerable women, children, as well as various educational courses and creative workshops designed to empower and inspire.

Founder and Leader of Social Projects

StoryTel

2015-2018

I worked at Storytel as a producer and editor, where I organized and led a team that managed around 100 audiobook projects featuring books from the former Yugoslavia. My role involved overseeing the entire production process — from script adaptation and voice casting to sound editing and final delivery. Together, we focused on crafting engaging audio experiences that bring stories to life for a diverse, international audience.

Audiobook Scout and Producer

Storlycom

2015-2018

At Storylycom, a global storytelling startup, I collaborate with journalists and creators to develop audio narratives based on real-life experiences. These stories explore sensitive life moments and serve both a literary and therapeutic purpose — reminding us that we’re not alone.

International Storytelling Coordinator

Art School, StoryWay...

2015-2018

What makes a story powerful? Who is telling it — and what drives the plot forward? What is the role of the protagonist, the antagonist, the turning point? Since 2005, I’ve been teaching storytelling in various forms — from working with students at an Art School to leading workshops through Storyway. Grounded in both classical structure and modern narrative techniques, my approach helps writers shape personal and journalistic stories with clarity, depth, and purpose.

Lecturer

My Portfolio

From idea to polished story — writing, editing, and production in one place