The Good Fight

YES Charity (Youth Experience in Sport) has partnered with global creative micro-network Iris to launch The Good Fight, a bold new campaign designed to raise awareness of the organisation’s work as it celebrates its 30th anniversary, with striking imagery by renowned photographer Nadav Kander.

YES provides vital financial support to sports clubs, youth centres and sports charities across East and North London, helping them create safe environments where young people can play, learn and grow. By funding access to sport, including boxing, the charity helps young people build confidence, develop resilience and unlock skills they’ll carry for life.

In preparation for the campaign, Iris spent months visiting clubs and speaking with club facilitators, children and communities involved to get inspiration – ensuring the work was grounded in real experiences and authentic stories.

Through powerful visual storytelling and Kander’s arresting photography, the new campaign puts the young people supported by YES in the spotlight, reframing the idea of ‘fighting’ as a metaphor for empowerment, resilience and self-belief. The campaign centres on the lines “More girls should get into fights” and “More boys should get into fights” – deliberately provocative statements designed to stop people in their tracks and challenge perceptions of boxing and sport.

The imagery features real young people from YES-supported boxing clubs, shown with post-training bruises and grazes. Rather than glorifying violence, the campaign shines a light on the charity’s mission to provide opportunities through sport and support young people to thrive.

The campaign is running across OOH sites in London, with additional activity across press, digital and social channels, directing people to learn more about YES Charity’s work.

This is the first campaign to launch following Iris’s recent rebrand, designed to reposition the agency at the forefront of modern marketing.