A graduate of Social Entrepreneurs Ireland’s Ideas Academy, Mamobo Ogoro started Gorm out of frustration with how diverse voices and stories were represented in Ireland. There lacked a platform where communities could not only speak for themselves, but engage along lines of difference. With a simple but challenging mission to spark a movement of unity and shared understanding among young people, our mission is ‘to unify across social, cultural and political differences. We believe that we can find common ground and unify!

Mamobo and her five person team have now created a community via events, videos and intercultural education facilitated by trained social psychologists. Since their launch in October 2020 GORM has impacted several communities such as the black, muslim, LGBTQ+ and people with disabilities, by having them own their narrative and use their voice. ‘Our latest project “Now You Know” was broadcasted on Virgin Media Player. Since our inception, we have grown our online platform to more than 10,000+ followers across social media. We have hosted 12+ intercultural events and launched The Wideshot Programme’,

Gorm has recently won the Changing Ireland Accelerator by Social Entrepreneurs Ireland and was named as one of the 100 most ambitious companies in 2024 by Spark Crowdfunding.

I interviewed Mamobo to find out more:

1. What was the spark that started Gorm Media? How has Mamobo’s PhD feed into the company and its vision?

With the rise of polarising online discourse, online digital content tailored to our individual beliefs and the rise of both the far left and the far right in Europe, we as humans are unconsciously stuck in the echo-chambers where we lack empathy and have prejudice against those who live outside our “belief bubbles”. Social Psychology tells us that in order to reduce prejudice and increase empathy and understanding, ‘Positive Intergroup Interactions” is key. Hence, GORM was created. 

Founded in 2020 by Mamobo Ogoro, a then 24 year old, an Activist and Social Psychology PhD Candidate studying how systems of inclusion and exclusion affect marginalised communities, GORM was an outcome of her experience and research. Given her own experience as a migrant, Mamobo founded the social enterprise out of frustration with how diverse voices and stories were represented in Ireland. There lacked a platform where communities could not only speak for themselves, but engage along lines of difference. So GORM was created!

With a vision to spark a movement of unity and shared understanding among young people, our mission is to unify across social, cultural and political differences.We believe that we can find common ground and unify! We utilise high quality digital video content shared across platforms online to engage with a diverse audience of over 8000 followers. We critically engage with social issues that we put forward and offer a space for our community to share with empathy and understanding. We educate our community via events, videos and intercultural education facilitated by trained social psychologists. Our platform has been described as “inclusion in action”- Stha Bank (Meta) and events have been described as the “Most Diverse” that Limerick has seen in terms of age and ethnicity -Jill Cousins, (CEO of the Hunt Museum in Limerick).

2. The company is a social enterprise. How did entering Social Entrepreneurs Ireland’s Idea’s Academy program help the business when it was starting off?

I actually saw an add on Facebook, I had no idea what a social enterprise or a social entrepreneur was and the ideas Academy really opened by eyes that you can have a sustainable business that is focused on social impact also

3. Can you tell me about some of the workshops Gorm Media facilitates? What high profile companies has the company worked with?

GORM offers intercultural training and consultancy, and we have provided speaking, workshops and training services to companies such as EY, Johnson and Johnson, and Grant Thornton 

4. What has the impact been since the company’s launch?

Whether it is with our clients, partners or the underrepresented communities that we serve, we are committed to driving a positive social impact in order to achieve our company mission. GORM was founded in Oct 2020 with the intent to have a digital first approach to social justice. By creating digital storytelling and socially engaged media with marginalised communities in Ireland, GORM has impacted several communities such as the black, muslim, LGBTQ+ and people with disabilities, by having them own their narrative and use their voice. Our latest project “Now You Know” was broadcasted on Virgin Media Player. Since our inception, we have grown our online platform to more than 10,000+ followers across social media. We have hosted 12+ intercultural events and launched ‘The Wideshot Programme’, working with young people of ethnically diverse backgrounds to enter the media, marketing and communications industry. Our research and training unit has trained over 1200 leaders in public and private sectors with evidence based intercultural training, and expert knowledge in Diversity and Inclusion. Similarly, we have launch a report funded by the Irish Human Rights and Equality Commissioner on intercultural Competence in Public Sector.

5. How did Mamobo begin to build out her team? How big is the team now and are there plans to grow the team in the near future?

Our team began with dedicated volunteers, people who saw GORMs Vision and wanted to work in the social impact space. We are now a team of 5 full time and as our services grow, we plan to grow our core team and consultants we work with. We also have volunteer strategic advisors, and community advisors who guide our team and support in our impact

6. Often it can be difficult to find and recruit volunteers from marginalised communities in Ireland. How has the company recruited these volunteers and what skill sets do you look for when the company recruits them?

It’s quite the opposite for us. I believe our mission and values as an organisation naturally attracts people from diverse backgrounds, and then the next thing is to look for the best skills. Depending on if it is a volunteer or a staff member, the values and company fit of the person weighs more than their immediate skills. If the person has 70% of the skills we need, but is 100% aligned with our mission, I would prefer that than the opposite… every skill can be trained, but innate values are harder to budge. 

7. How has the company built the community that you rely on? What marketing tools such as events or networking opportunities have you found make the most impact?

We have a digital first approach to social justice and rely heavily on social media to build and maintain our growing community. We use Instagram and LinkedIn mainly to bridge our services with our community based activities 

8. Has the company won any awards or been featured in the press recently?

We have recently won the Changing Ireland Accelerator by Social Entrepreneurs Ireland and was named as one of the 100 most ambitious companies in 2024 by Spark Crowdfunding.

9. Unfortunately we’ve seen a rise in hate crime and attacks against immigrants to Ireland, culminating in the Dublin Riots last month. How do you respond to events such as this, and what do you think can be done to prevent this in the future?

These events really remind me why GORM exists. Too long have we not had intercultural engagement and the result of which on a societal level is steep polarisation and division. And at GORM we aim to have a positive impact in this space through our creative intercultural work.

10. Are there any other companies in Ireland that Gorm Media are big fans of?

In terms of creativity, we love the work of The Tenth Man.

But in consultancy, they are in the UK, called Word on the Curb.