DCU Voices

2021 EDITION 43 ALUMNI PROFILE Integration, partnership, transparency Marketing, Innovation and Technology graduate, Lye Ogunsanya is pioneering an alternative approach to Ireland’s direct provision system, writes Leanne Hanafin. Lye Ogunsanya arrived in Ireland in the early 2000s and spent time in direct provision as a minor. Some time later, he began volunteering on music marketing and promotion. Following this, he was headhunted by Sony Ericsson to become their Marketing Development Manager, and from there he was appointed Head of Marketing in LG Electronics Ireland’s mobile department. However, Lye then decided to step back from his career to go back to university. “I had learned a lot already about business building and market building. I really wanted to start a debate around direct provision, migrants, social entrepreneurship and the refugee crisis”. He had a passion for disruptive innovation and technology, and in 2012 he commenced the B Sc in Marketing, Innovation and Technology (MINT) at DCU. As a student, Lye became involved in DCU Enactus and this marked the start of his work around direct provision. “The trend was that migrant students tended to avoid the subject of refugees and asylum seekers. I asked myself how can we get students to have this conversation? And also, how can we get them to actively participate?” These questions sparked the DCU Student Spinout Social Enterprise, ‘The House of Akina’. This business created handmade apparel, including bow ties and pocket squares. The profits went to supporting migrant women in direct provision centres with mental health support while also supporting local tailoring businesses. The DCU team competed in the Enactus World Cup 2013 in Mexico with the enterprise. “Dídean is a continuation of the promise that I made on that podium that day that we will look out for the most vulnerable.” Ogunsanya was also involved in the founding of DCU’s University of Sanctuary. “That was an achievement for the university, but it was even better that there were constant discussions around the University of Sanctuary, which brings everyone along to the debate of equal opportunity.” Since June 2020, Lye Ogunsanya has led Dídean as it’s Chief Executive Officer. Dídean, meaning “shelter” in Irish, was founded in 2019. It offers temporary accommodation through an own-door, self-catering approach, and also provides individual integration plans for those seeking international protection in Ireland. The new organisation represents a big step-change in how direct provision services are delivered in Ireland and approaches the issue by “principles of integration, partnership and transparency”. “We have capacity in the midlands ready to go and a drop-in centre in Laois for our residents to meet with the community and vice-versa,” says Lye. His team is now working with the Department of Children and the Department of Justice and Lye says he would “like to see Dídean or similar service in every county in a few years. A service like this is what Ireland needs. It’s the future of true integration.” “I would like to see Dídean or similar service in every county in a few years. A service like this is what Ireland needs. It’s the future of true integration.” Leanne Hanafin (BA Communication Studies, 2019) DCUAlumni Relations Officer @Leanneafin LyeOgunsanya (BScMarketing, Innovation and Technology, 2016)