Dunya Kamal: From Fashion Blogger to Human Rights Communicator and Digital Strategist
Who Is Dunya Kamal?
Dunya Kamal is a UK-based digital creator, communications strategist, and social media specialist whose professional journey reflects the perfect blend of creativity, purpose, and advocacy. Currently serving as a Social Media Officer at the Trades Union Congress (TUC), she brings over a decade of experience in digital storytelling, strategic communications, and human rights advocacy.
Fluent in Arabic, Spanish, and conversational Kurdish, Dunya has carved out a unique space in the global communications landscape. She is known for her ability to humanise complex political and humanitarian issues through powerful narratives and visual storytelling.
Her work has spanned across prominent international organisations such as Amnesty International, the International Red Cross, Oxfam International, and Novara Media. A former lawyer and fashion blogger, Dunya Kamal’s transformation into a respected communicator highlights her versatility, intellect, and unwavering commitment to justice.
Early Career and the Beginnings of Dearest Deer
Before stepping into the world of global communications, Dunya Kamal began her public career as a fashion blogger and creative director of her lifestyle platform, Dearest Deer.
From 2012 to 2016, she worked with globally recognised brands such as UNIQLO, ASOS, Barbour, and H&M Life. Her distinctive style and creative eye earned her features in Teen Vogue, Company Magazine, and H&M Life, where she was recognised as a London “It Girl”.
Dunya’s blog and fashion campaigns were more than style statements; they showcased her storytelling talent and visual sensibility—skills that would later form the foundation of her communications career. Her work in fashion demonstrated her ability to build communities, manage brands, and convey messages that resonate emotionally with audiences.
Transition from Law to Human Rights Advocacy
After her creative success in the fashion world, Dunya Kamal shifted her career toward law and human rights. She pursued her legal training at BPP Law School and subsequently joined Duncan Lewis Solicitors Ltd.
As a Public Law Lawyer, she focused on immigration and asylum cases, defending vulnerable individuals against deportation and unlawful detention. Her legal work addressed critical issues like human trafficking, refugee rights, and governmental accountability.
Her achievements included challenging the Home Office’s deportation practices, expediting asylum applications for LGBTIQ refugees, and winning judicial review permissions based on violations of the Refugee Convention. During this period, she honed her analytical, advocacy, and communication skills—transforming complex legal frameworks into clear, persuasive narratives for clients and courts alike.
Dunya Kamal’s Journey at Amnesty International
The turning point in Dunya Kamal’s career came when she joined Amnesty International, one of the world’s leading human rights organisations.
Between 2015 and 2018, she served as Global Communities Officer and later as Global Social Media Manager, overseeing campaigns that amplified Amnesty’s digital impact worldwide. Her leadership on global engagement strategies resulted in record-breaking online growth and mobilisation, particularly during 24-hour crisis campaigns.
She played a pivotal role in crafting messaging that balanced empathy with action—developing strategies that encouraged audience participation while maintaining Amnesty’s authoritative tone. Dunya’s guidance influenced the creative, media, and fundraising teams, shaping campaigns that generated significant engagement during global crises.
Her workshops across Beirut, Mexico City, and Europe empowered regional offices to apply data-driven digital strategies and maintain consistency in Amnesty’s global voice. This role established her as a digital thought leader capable of merging activism with analytics.
Strategic Communications and Leadership Across Global NGOs
After her impactful tenure at Amnesty International, Dunya Kamal expanded her influence through consulting and leadership positions. As a Senior Communications Strategist (Freelance) since 2021, she has collaborated with numerous high-profile clients, including:
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The Duke of Edinburgh’s Award
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Oxfam International
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Equidem
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Systemic Justice
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The International Committee of the Red Cross (ICRC)
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The International Rescue Committee (IRC)
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HumanDAO (Web3 initiative)
In these roles, she has consistently delivered innovative communication strategies that repositioned brands and strengthened their impact. Her work with the ICRC involved revamping their YouTube strategy, transforming underperforming content into meaningful visual narratives. With the IRC, she reimagined how campaigns such as Refugees Welcome could connect with audiences through immersive digital storytelling.
Her brand-building expertise was exemplified when she transformed a dense 100-page research report into a visually engaging campaign and launch event that attracted over 100 global participants—including the Ford Foundation and Fridays for Future—resulting in £250,000 in secured funding and doubling the organisation’s digital audience.
Novara Media and Digital Storytelling
From August 2024 to July 2025, Dunya Kamal served as Social Media Manager at Novara Media, a UK-based independent media outlet known for its political journalism and progressive analysis.
Here, she wrote and presented impactful articles and explainer videos addressing complex international issues such as:
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“The UK Is Beyond Complicity in Genocide – Our Spy Planes Work for Israel”
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“Britain Is Arming Turkey’s Deadly War Against the Kurds”
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“Are Palestinians Invisible?”
Her journalism demonstrated both moral courage and storytelling finesse—bridging data, emotion, and advocacy to challenge global injustice and elevate marginalised voices.
Current Role at the Trades Union Congress (TUC)
As of July 2025, Dunya Kamal serves as Social Media Officer at the Trades Union Congress (TUC), the national federation representing millions of workers across the United Kingdom.
In this position, she applies her expertise in digital engagement and strategic communication to advance workers’ rights and social equality. Her role involves designing social media strategies, crafting compelling campaigns, and ensuring that the TUC’s digital narrative remains inclusive, data-driven, and impactful.
Creative Campaigns and Communication Philosophy
Across her diverse career, Dunya Kamal has championed the idea that communication is not merely a tool—it is a bridge between understanding and action. Her campaigns consistently reflect authentic storytelling, strategic empathy, and visual creativity.
She often integrates audience analytics, social psychology, and human rights frameworks to guide her messaging, ensuring both resonance and responsibility. Her ability to merge visual design, data analysis, and cultural sensitivity makes her a standout professional in global communications.
Dunya Kamal: A Voice for Change
From her beginnings as a creative fashion blogger to her evolution into a respected humanitarian communicator, Dunya Kamal represents the new generation of purpose-driven digital leaders. Her professional path demonstrates how storytelling, empathy, and strategy can unite to create tangible impact.
Her motto, “Do good willingly,” encapsulates her belief in conscious, compassionate communication. Whether designing a global campaign, defending refugees’ rights, or crafting social media narratives that spark debate, Dunya Kamal continues to inspire through authenticity and vision.
Conclusion
Dunya Kamal is more than a communications expert—she is a bridge between art and activism, law and empathy, fashion and fairness. Her career reflects a deep understanding of the power of words, visuals, and voices in shaping a better world.
With her unique mix of legal acumen, creative flair, and strategic intelligence, she continues to redefine what it means to communicate for change—making her one of the most compelling figures in modern British digital communications.
