Stand Up To Racism

Stand Up To Racism (SUTR) Nottingham is a grassroots, volunteer led group dedicated to challenging racism and promoting equality across the city.

The branch runs campaigns, demonstrations and educational events, working closely with trade unions and community groups. Like many activist organisations, SUTR faces a familiar challenge: how to keep young people involved after their initial engagement, especially those aged 18 to 25.

SUTR was introduced to Nottingham Business School (NBS) through a university colleague who volunteers with the group. During an initial exploratory meeting held online, the organisation shared a key concern: while young people often show up for protests, few remain afterwards to get involved in the day-to-day work.

With limited time and resources, SUTR was interested in gaining fresh ideas and insights and better understand what keeps young people engaged. In addition it wanted ideas about how to improve its digital presence and sense of community.

During the meeting, NBS staff explained how the organisation’s real-world challenge could be turned into a learning experience for its students. A short project brief was developed by NBS staff and approved by the organisation, and then later assigned to a team of MSc Marketing students as part of their Consultancy Experience Project (CEP) module.

From May to July 2025, four MSc Marketing students took on the challenge as independent consultants. With guidance from an academic supervisor, they took on the brief set by SUTR, meeting with them and shaping the project with the aim of delivering meaningful, actionable results.

Their approach combined:

• Primary research: interviews and a focus group with young people, both those involved and uninvolved with SUTR.
• Secondary research: benchmarking youth engagement strategies from similar activist organisations.
• Strategic analysis: applying political branding theory to explore identity, authenticity, and emotional connection in activism.

Maximiliano Laura Arriaga, one of the student consultants, shared: “When I was first assigned the challenge, I felt both excited and slightly daunted. The brief was ambitious and touched on socially significant issues, so I knew it would demand more than just academic knowledge. It felt very appropriate to my degree, because it tested not only my research and communication skills but also my ability to apply theory in a live, real-world consultancy setting.”

He added that leading the research process was the most enjoyable part: “Moderating interviews and the focus group gave me the chance to engage directly with young people, hear their perspectives, and translate that into insights for our client. It was rewarding to see how academic frameworks could be transformed into practical tools that made a difference to a grassroots organisation.”

The team brought their insights together in a 3,000-word report and a 30-minute long verbal presentation delivered to their client, offering a set of clear, practical recommendations tailored to SUTR’s needs.

The students’ work uncovered key barriers to youth retention, including perceptions of the organisation and its messaging, and they focused their reports on some key areas:

• Peer messaging squad: recruit young ambassadors to create authentic, peer-led content and host interactive online sessions.
• Brand refresh: update brand visuals and messaging to be more inclusive, hopeful, and youth-friendly – using storytelling to build connection.

The project’s end results went beyond the client’s expectations. Richard Buckwell and Cheryl Rounsaville from SUTR described the students’ final report as both “thought-provoking” and “actionable”. One of the team’s recommendations to revamp the group’s newsletter was implemented immediately, resulting in a shorter, more user-friendly format.

The organisation also launched a new social media group, which quickly gained traction and began attracting more engagement from younger audiences. The updated brand colour scheme proposed by the students was agreed to be more appealing to potential activists, and SUTR has started experimenting with inclusive, action-oriented language on platforms like Instagram; encouraging young people to “join us” and “stand with us”.

Several other recommendations are currently being explored, with the organisation continuing to build on the momentum sparked by the students’ work.

Dr Brian Harman, the team’s academic supervisor, praised the students’ work: “The team demonstrated exceptional professionalism and empathy in their work with Stand Up To Racism, navigating a complex social challenge with maturity and insight. Their ability to translate academic theory into practical, impactful solutions not only impressed the client but also showcased their growth as reflective marketing practitioners.”

For the students, this wasn’t just another assignment; it was a chance to make a real difference. Each team member played a vital role, from research and strategy to client liaison and creative direction.

Project team leader, Tracy Trang Nguyen, reflected on her experience working on the project: “At first I was hesitant. As an international student, politics and social issues can feel like sensitive territory. But my supervisor reframed the challenge as an opportunity to explore political branding, something I’d never studied before. That made the project especially engaging."

She added: “The most enjoyable part was making a tangible impact for the client. We helped reframe the brand narrative of an NGO working on social justice. I felt proud that our recommendations could drive change through consistent education, rational dialogue, and open-minded communication.”

Tracy also spoke candidly about the leadership lessons she learned: “The CEP taught me as much about leadership as it did about consultancy. I learned how to balance high standards with empathy, how to reframe challenges into opportunities, and how to stay adaptable when team dynamics might be difficult.”

Maximiliano concluded: “Overall, the CEP was the most demanding but also the most rewarding part of my MSc, leaving me with a stronger sense of professional identity and purpose.”

After graduating, Tracy found the CEP experience gave her a clear edge; helping her stand out in competitive interviews with global organisations like the BBC, Financial Times, Unilever, and PepsiCo, ultimately securing her dream role at Selfridges. She describes the project as a fantastic journey and credits it with helping launch her career.

This project is a powerful example of how student-led consultancy can deliver real value to community organisations. By combining academic insight with empathy and creativity, the student team helped SUTR Nottingham take steps toward building a more inclusive, youth-connected movement.

At Nottingham Business School, consultancy projects like this are a core part of the student experience. They give students the chance to apply their learning to real-world challenges, to prove their skills and develop confidence, and at the same time they give organisations like SUTR access to fresh thinking and up-to-date research at no cost.