Sheena Horgan


Sheena Horgan is Ireland’s leading consultant and commentator on youth/family & social marketing issues

She has over 20 years media, marketing and communications experience, of which for the last eight, she has specialized in the youth and family market, and consequently also in ethical and social marketing issues.  During this time she has worked in Ireland and in the UK, where she ran her own communications agency and was a member of the Conservative Party’s Children’s Taskforce and is a named contributor to the groundbreaking Bailey Review “Letting Children Be Children” published in June 2011

Sheena’s commitment to youth and ethical issues is borne of a belief that doing good is good for business, and that young people – whilst they may be stakeholders, consumers and often active participants in modern day business – need to be protected and treated carefully. Her strongly held belief that it is in both society’s and the business community’s interest to do so, is supported by extensive research in this area captured in several authored and published reports including the creation of the unique business model Kids Social Responsibility (KSR).

As an established and experienced marketer, Sheena works with many organisations in a consultative, strategic and implementational capacity:  She has advised brands such as The Children’s Sunshine Home and Eumom on their multi media communications; written a bespoke children’s Code for RTE Junior; worked on school programmes such as The Incredible Edibles (Agri Aware/Bord Bia); and created training workshops and material on how to engage with families, for Failte Ireland and tourist service providers.  As a Senior Consultant at Keating & Associates Sheena managed the event and media relations for the National FIS Film Festival 2011 attended by the President Michael D Higgins and 700 primary school children.

In February 2012 Sheena co-produced with John Davis the series “Meet My Grandparents” which is being aired on RTE Junior Radio

Sheena writes a monthly ethical and social marketing column in Irish Marketing Journal, and is a regular contributor to radio programmes such as – Lunchtime, Global Village, The Right Hook, Tubridy, The Business, Down to Business, Coleman at Large – on ethical and youth/family issues.

Sheena is also widely published in UK & Irish trade magazines and newspapers, as well as speaking at various conferences on related topics. 

She is also the proud mother of four girls aged between six and 13 years of age.

  • Anonymous

    I read the article about the Positive Child Campaign in the Irish Times on 27 Mar 2012. I found the section on restaurants particularly resonant. It galls me that children are only offered X and chips on children’s menus. Even in a top restaurant, the options are usually very unhealthy.

    The best children’s food I’ve experienced (our family are world travellers) was in Kew Gardens in London. They had small tubs of single ingredients: carrot sticks, peas, apple slices, pasta, corn, etc. Each was inexpensive and could be purchased separately. For someone with fussy children, this was perfect. I find that children prefer single ingredients, they don’t all like sauces or mixed vegetables, as an adult would.

    So my suggestion for restaurants is to offer the regular foods that they usually offer children, but individually. e.g.
    chicken nuggets Eur2
    sausages Eur2
    rice Eur1
    chips Eur1
    mash Eur1
    pasta Eur1
    raw carrots 50c
    raw sugarsnap peas 50c
    raw red pepper slices 50c
    apple slices 50c

    Then those families who are looking for sausage and chips can be satisfied, while more healthy alternatives are on offer, to banish the guilt!