Nottingham Business School (NBS) has linked up with
We are Undefeatable as part of a unique community-driven initiative which spans academic collaboration, exercise programmes, and fundraising.
The collaboration began when assistant head of department – Marketing, Ange Vickerstaff, who was diagnosed with Parkinson’s disease in 2021, connected the NBS Marketing department with members of the
We Are Undefeatable team, a campaign supporting people with long-term health conditions to get active in a way that works for the individual.
The introduction led to NBS featuring
We are Undefeatable as a case study within the Integrated Marketing Communications module, where students will develop proposals for social media engagement, press coverage, and stakeholder relationships based on scenarios developed by NBS staff and the We Are Undefeatable team.
Students have also gained valuable insights through guest lecturing and the development of learning resources by the
We Are Undefeatable team, with feedback highlighting how the case study has deepened their understanding of cause marketing and behaviour change strategies.
Sophie Johnson, principal lecturer and course leader for Business Management and Marketing, said: “Marketing is often seen as big consumer brands and profit-driving, so it has been fantastic to expose our students to this kind of case study.
“Feedback has been extremely positive, with one student even thanking us for using this example, as her own sibling lives with a long-term health condition. It has opened deeper discussions, empathy and understanding of consumers and stakeholders in a whole new context, outside of students’ comfort zones.”
Charlotte Cummings, senior brand marketing manager from
We Are Undefeatable, said: “We were delighted to work with NTU and feature
We Are Undefeatable as a case study for their students.
“This marks a first for the campaign, as we aim to broaden the understanding of marketing’s potential to transform social norms and the power of diverse storytelling. We hope this module ignites a passion in the next generation of marketers, showing them that inclusive marketing can break boundaries and drive meaningful change.”
As part of the department’s charitable commitment, and to show their support for Ange, 13 NBS colleagues have taken part in the “30 Miles in November” challenge
to raise funds for Parkinson’s UK, who are one of the fifteen charities behind
We are Undefeatable.
Sophie added: “We are a real mix of people who have some, none, or a lot of running experience, but this has brought us together as a team to support a fantastic cause.
We Are Undefeatable has been fantastic in supporting our students, so for us, it’s been about giving back, particularly since Parkinson’s UK is one of their charities.
“The campaign is all about increasing physical activity, so it makes sense to put our money where our mouths are and engage in activities like running.”
In addition to their fundraising, Sophie and Ange are also participating in the NTU Sport and Wellbeing Academy exercise referral programme, where Angela is receiving specialist support from Dr Jen Wilson, who has experience working in the area and is looking at the possibility of offering some community work with Parkinson’s disease groups in the future.
Ange said: “It’s wonderful to have campaigns like
We Are Undefeatable, and the support of my colleagues, to raise awareness about the benefits of physical activity for long-term health conditions like Parkinson’s.
“However, for me this is all about the power of communities and how we can come together to create meaningful impact. By reaching out and sometimes sharing our vulnerabilities, good things can happen for many groups.”
The landmark scheme involved the transformation of a disused underground Victorian reservoir into a visitor attraction, and education centre for the general public, schools and group visits, breathing new life into the historic building which now features an exhibition hall, meeting room and café, alongside the cutting-edge planetarium.
Works included building a new structure above the reservoir to increase the useable space, maintaining original and historical features such as intricate brick arches, while evolving the existing structure into a unique and functional building.
Designed to inspire interest and careers and learning in science, technology, engineering and mathematics (STEM) with a wraparound experience, the facility will also help to increase annual footfall to the location.
G F Tomlinson concentrated on supporting the local community during construction, and multiple educational and employment opportunities were provided through a dedicated Social Value Working Group (SVWG).
76% of local spend took place within 20 miles of the construction site and 77% of labour was sourced within the same radius. Over 2,000 tonnes of excavated sand from the site were donated to two separate golf clubs close to the observatory at a value of £20,000.
The contractor delivered 2,100 hours of educational value through school talks, visits, mock interviews and career fairs with local schools and colleges, and 10 work experience placements were also provided alongside six apprenticeships which totalled 30 weeks of onsite experience.
T level students spent time weekly on site with the design management team, and the contractor also organised mental health visits with the Lighthouse Charity and two ‘Women in Construction’ events.
Adrian Grocock, Group Managing Director of G F Tomlinson, said: “We are delighted to have completed works to this unique and significant Nottinghamshire landmark scheme – providing a world-class immersive facility for all ages in the heart of the Midlands.
“The Sherwood Observatory will inspire and entertain visitors, and for many years to come they will enjoy the learnings that come with understanding the wonder and science of space.
“We’ve wholeheartedly enjoyed working alongside the Sherwood Observatory team, Ashfield District Council and other stakeholders who helped in bringing this incredible project to life.”
Dr Steve Wallace, Chair of Sherwood Observatory and client project manager, said: “Right from the initial vision, this project has been about collaboration and teamwork. The new Planetarium & Science Centre has exceeded expectations and the excitement that has been generated in the area as it has taken shape has been tangible.
“We are really pleased to open our doors to visitors and show them the wonders of the universe.”
Mark Robinson, Group Chief Executive at SCAPE, said: “The Sherwood Observatory planetarium has been an excellent project to be a part of. Procured via the SCAPE Venture framework, we worked closely with our partner, G F Tomlinson to support greater efficiency, deliver cost savings and help embed social values initiatives.
“Now open, the planetarium provides a one-of-a-kind attraction not only for the local community but for visitors from further afield. We are looking forward to seeing the next generation of scientists and astronomers that the planetarium inspires.”
Cllr Jason Zadrozny, Leader of Ashfield District Council, said: “It really is spectacular, and it is something that will transform the lives of not just the people of Ashfield but also further afield.
“It has been incredible to see the building through the various stages of construction and to see the vision really come to life. I am proud to have been some small part of the process.
“The immersive shows really are incredible and I would encourage everyone to make sure they experience the Planetarium and all that it has to offer. This is something so unique and will see more visitors coming to Ashfield as they are transported through space.
“It truly is an educational experience like no other and hopefully will see more young people develop an interest in learning more about space.”
One of 16 projects being funded by the £62.6million Towns Deal which was secured by the council from the Government in 2021, the project benefitted from Levelling Up funding and grants from the Wolfson Foundation, Garfield Weston Foundation, Foyle Foundation and National Lottery Heritage Fund. Solar panels at the scheme were sponsored by Mansfield Building Society and the Changing Places toilet by East Midlands Rail. 
