Our belief:

Change your story. Change the world.

Duckling was created from a simple belief: The stories we share shape how we understand the world and each other.

At a time when much of our public conversation is driven by algorithms and outrage, Duckling explores a different path. One built around curiosity, compassion and critical thinking.

Duckling is a storytelling platform, a community and school program helping the next generation of journalists and storytellers explore the world through thoughtful stories.

Our vision:

An ecosystem where young people find their voice, build confidence and shape their view of the world.

Duckling is designed as a place where emerging storytellers can develop their voice while learning from experienced journalists and creators.

By combining editorial storytelling with community participation, Duckling helps new voices explore ideas, share perspectives and contribute to a richer public conversation.

A new kind of media organisation

  • We are a global network of young documentary storytellers who learn, create, and grow together. We build cross-disciplinary, self-driven groups where curiosity, compassion, and shared purpose guide the work. We have no managers or bosses, our leaders are facilitators and guardians.

  • Our journalism is a two-way street. Duckling is an open platform where everyone can contribute. Our storytellers are not distant experts delivering finished articles. They are facilitators who spark dialogue, invite participation, and help communities reflect on themselves. We call our format social documentaries. It’s stories created between people, not just about them.

  • We use visual storytelling to speak to the heart and show the emotion. We add text to provide depth, context, and nuances, and give food for the brain.

  • We create constructive, evidence-informed content, based on critical thinking. We bring unheard voices into the public sphere and make meaning in a noisy information environment. We show real life: Our doubts, dreams, and moments of change.

  • At Duckling, technology exists to elevate people. We design tools that empower young storytellers, protect their attention, and strengthen their sense of connection. No stealing data. No algorithms.

Our principles

Duckling is guided by three simple principles: What we call the 3 C’s: Compassion, Curiosity and Critical Thinking.

Together they shape both the stories we publish and the community we build, helping create a space where storytelling deepens understanding and encourages thoughtful dialogue.

Compassion

We listen with empathy, respect and kindness. It’s how we elevate people.

Curiosity

We listen with empathy, respect and kindness. It’s how we elevate people.

Critical Thinking

We are fair, balanced, and separate fact from anecdote. It’s how we build trust.

The Duckling Journey

Duckling did not begin as a company. It began as a question: What would social media look like if it were designed for storytelling and journalism rather than attention? Since then the project has grown step by step. From an idea into a platform, a community and a school program.

The Question

2022

A growing concern about social media and the future of journalism sparks a new idea.

  • A Reuters Institute report shows young people are abandoning traditional news

  • Researchers warn about the harmful effects of social media

  • A vision begins to take shape: A new kind of storytelling platform

  • The first experimental prototype is created

  • Financial support from Next Media Hamburg

The Early Experiments

2012-2022

Before Duckling, we spent more than a decade exploring new forms of storytelling, media and technology.

Projects such as Storyplanet, Blindspot and StoryFriend experimented with how stories, community and digital tools could help people understand the world and each other. Along the way we pioneered ideas such as hashtags, swipable story cards and remixing.

These experiments gradually shaped the idea that would eventually become Duckling.

Founder Bjarke Calvin Winding has been at the heart of this journey, but many people contributed along the way. Early projects were supported by collaborators and funders including Izak Stjernberg, Joi Ito, Mohamed Nanabhay and the Hatvany family, among others.

The Experiment

2023–2024

The idea becomes a project and the first storytellers join the journey.

  • Duckling registered as a social enterprise

  • Financial support from the Danish Innovation Fund and Ministry of Culture.

  • A private business angel invests in the vision

  • Launch of the first app co-created with high school students

  • Launch of first digital school paper at a danish high school

The Ecosystem

2025–2026

Duckling grows into a platform, a community and a school program for the next generation of storytellers.

  • Reached more than 50 high schools with Constructive Institute

  • More than 8,000 community storytellers

  • Funding from Tuborg Fonden and the Danish Ministry of Culture

  • Building a core editorial team

  • Launch of courses, peer groups and community sessions

  • Launch of the Duckling Seed Grant

  • New app with massive design and performance improvements

Duckling began with a question.
The story is still unfolding.

The People Behind Duckling

Duckling is built by journalists, entrepreneurs, designers, technologists and educators who share a belief in the power of storytelling.

While the project began with an idea, it has grown through the contributions of many collaborators, advisors and storytellers who help shape its direction.

Core team:

Bjarke Calvin Winding
CEO and founder
b@duckling.co

Kamilla Gamborg Isaksen
Editor-in-chief and founder
k@duckling.co

Marie Pastré
Journalist
marie@duckling.co

Laura Riis
Photo Journalist
laura@duckling.co

Community:

Duckling is also shaped by a growing community of aspiring and upcoming talents within journalism, storytelling, photography, film, design and technology who contribute with stories, ideas and energy to our ecosystem.

Eva Vegge