CHEERLEADING: MORE THAN JUST POM POMS
This is a self-devised final year project, equivalent to a dissertation. The brief challenged us to identify a problem within the Fashion Communication and Promotion landscape, conduct thorough research, and propose a well-considered solution, all presented in a structured report format.
Driven by personal interests, I chose to explore an issue close to me: The stereotypes and misconceptions surrounding university cheerleaders. As a cheerleader myself, I saw an opportunity to address these outdated perceptions and use my creative skills to create positive change.
The solution was a podcast brand aimed at breaking down misconceptions about university cheerleaders. Through strategic marketing and compelling storytelling, the brand seeks to shift public perception.
This project marked a turning point in my personal and professional growth. With the support of my tutors, I gained confidence in my creative direction. I developed technical skills in podcast production, including Adobe Audition, and discovered the power of collaboration with fellow creatives. Most importantly, I learned the value of creating work that not only showcases creativity but also drives meaningful change.
PROJECT RESEARCH
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This project was born out of my personal experiences as a university cheerleader, which gave me a unique and authentic starting point.
To deepen my understanding and broaden the context, I explored the macro trend of women in sport, then focusing on cheerleading. This allowed me to gather a range of relevant sources and build a strong foundation of research to inform and justify my creative decisions.
Primary research played a vital role throughout the project. Since the target audience was my fellow cheerleaders, capturing their perspectives and personal experiences was essential to ensure the work was relevant. Having easy access to this community and even being part of it myself highlighted the true power of primary research. It not only enriched the depth of insight but ultimately shaped the direction and success of the entire project. Without it, the final outcome would not have had the same level of impact or authenticity.
PROJECT STRATEGIE, IDEA, CREATIVE CONCEPT DEVELOPMENT
The project was designed with both the consumer and brand in mind, focusing specifically on the Nottingham Trent Cheerleaders. While I followed the brand’s established colour palette to maintain consistency, I ensured my creative concept had its own unique identity.
Idea generation began with a hands-on, analogue approach returning to pen and paper, jotting down keywords, and assembling image collages. This method proved to be the most effective for sparking creativity and is something I plan to carry into future projects.
My big idea included that university cheerleaders aged 18-25 face false stereotypes and misconceptions due to past origins of cheer being a sideline sport for more impressive male sports. Fiction films including pornography and lack of understanding of women in sport all contributed.
PROJECT OUTCOME & RESULT
The final outcome was a fully developed podcast series, supported by its own brand identity including social media platforms, a dedicated website, and branded merchandise.
To ensure consistent consumer engagement, I created a comprehensive marketing calendar and strategy to guide the rollout and promotion of the series.
Episode one ran for approximately 25 minutes and featured a panel of voices sharing their personal experiences as cheerleaders. The discussion was enriched with insights drawn from secondary research, while the inclusion of a non-cheerleader guest provided an outside perspective helping to validate and reinforce the issues we explored. This balanced approach created an authentic, relatable, and informative platform to challenge stereotypes and drive meaningful conversation.
FEEDBACK
"This is a solid project that makes use of very good justification. Your podcast has been produced with excellent attention to detail and makes for an interesting listen, I thoroughly enjoyed it! Well done!"
Achieved an overall Mid 2:1, with a Mid 1st in the delivery of high production value outcomes to relevant audiences, and Low 1st in demonstrating creativity and risk, agility and resilience, studentship, and professionalism.
