‘Chevening gave me more than policy knowledge. It gave me confidence, cultural awareness, and the ability to operate in complex environments without losing perspective.’
For Diego Lobo, being awarded a Chevening Scholarship in 2014 marked the beginning of a lifelong partnership with the UK.
After completing a Master’s in Media Practice for Development and Social Change at the University of Sussex. Diego returned home to Brazil in 2015, and in 2020 began working at the British Embassy. Here, he led major public diplomacy campaigns and helped position the UK as a trusted, values-driven partner.
Chevening became the foundation for a career dedicated to strengthening the UK’s international engagement through communications and public diplomacy.
Understanding the UK’s global role
Studying in the UK gave Diego a deep understanding of how British institutions, values, and foreign policy priorities came together in practice. At Sussex, he was immersed in debates on inequality, development, and the role of communications in driving social change, learning alongside peers working across governments, NGOs, and international organisations.
‘That daily exchange made the UK’s approach to global engagement feel tangible rather than theoretical.’
Alongside his studies, Diego completed a three-month placement at a London-based organisation, gaining first-hand insight into how UK domestic priorities translate into international action, particularly with regards to climate development and sustainability. Combining a blend of academic study and real-world experience helped shape his future path into public diplomacy.
‘Chevening gave me more than policy knowledge. It gave me confidence, cultural awareness, and the ability to operate in complex environments without losing perspective.’
Delivering UK public diplomacy in Brazil
In 2020, Diego joined the British Embassy in Brazil to lead communications for UK climate diplomacy in the lead-up to COP26. Over 18 months, he designed and delivered one of the Embassy’s most ambitious public diplomacy campaigns, combining media engagement, digital storytelling, influencer partnerships, and public events.
The campaign focused on presenting the UK as practical and action-oriented, linking global climate ambition with Brazilian priorities such as energy transition, nature, resilience, and green finance. Diego also supported UK ministers, ambassadors, and negotiators, helping ensure clear and credible UK messaging during a period of global uncertainty.
The campaign reached more than five million people, significantly expanded the Embassy’s digital presence, and helped position the UK as a leader in climate communications and soft power in the region.
Building on his work, Diego later led the development of the UK’s Soft Power Strategy in Brazil, aligning teams and partners around shared priorities and strengthening trust between UK and Brazilian institutions. This groundwork supported major milestones, including the UK-Brazil Bicentenary and the UK-Brazil Season of Culture.
Building trust through long-term engagement
At the embassy, Diego worked closely with Brazilian government partners, journalists, civil society organisations, cultural institutions, and digital creators to build long-term trust and meaningful dialogue.
Through consistent engagement with national and regional media, he helped ensure UK perspectives were communicated clearly and in ways that resonated with Brazilian audiences. Public campaigns and cultural initiatives highlighted the depth of the UK-Brazil relationship beyond traditional diplomacy.
‘These efforts strengthened mutual understanding and reinforced the UK’s image as a reliable, engaged, and values-driven partner.’
Carrying UK values into global work
Now working as a Communication Specialist at UNICEF, Diego continues to apply the values and skills developed through Chevening and UK public diplomacy. Transparency, principled communication, and long-term relationship-building remain central to his work within the UN system.
‘International cooperation is not idealism; it is the infrastructure for peace, stability, and shared progress.’
For Diego, Chevening is a lifelong connection that continues to shape how the UK engages with the world, and how global partners engage with the UK.
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