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The Good Fight!
To mark its 30th anniversary, YES Charity has teamed up with Iris to launch “The Good Fight” — a striking new campaign that reframes boxing as a tool for empowerment rather than aggression.
Shot by photographer Nadav Kander, the campaign puts real young people from YES-supported boxing clubs front and centre.
They appear post-training, bruised but defiant, beneath the deliberately provocative lines: “More girls should get into fights” and “More boys should get into fights.”
It’s designed to flip assumptions and spotlight the role sport can play in building confidence and resilience.
YES (Youth Experience in Sport) supports youth clubs and sports charities across East and North London, helping kids access safe spaces to train, grow, and gain life skills through sport.
Iris spent months speaking with local clubs and communities to ensure the campaign reflected real experiences.
The result is bold and unfiltered a provocative campaign that pulls no punches – and set to stoke controversy and conversation.
The campaign will run across OOH, print, digital and social.
Rebecca Scown, CEO of YES Charity, said: “We’re a small charity making a big difference in communities across London – but we need more people to know about the work we do. As we celebrate our 30th anniversary, this campaign puts us on the map, and we hope it inspires more people to find out about the young lives we’re helping to change.”
Agency: Iris
Chief Creative Officer: Menno Kluin
Executive Creative Director: Katy Hopkins
Creatives: Nick Jowitt, Matt Pickles
Global Design Lead: Brian Gartside
Designer: Filipe Alonso
Head of Production: Annabel Foxler
Producer: Ella Wilson
PR & Partnerships: Rachel Byles, Lucinda Potter, Ellen Davis
Photographer: Nadav Kander
Executive Producer: Lu Howlett
Production company: KILLER
YES client leads:
Rebecca Scown – CEO
Annabelle Mallin – Trustee