To celebrate its 30th anniversary, YES Charity has launched a powerful new campaign, “The Good Fight,” in collaboration with creative agency Iris. Far from promoting aggression, the campaign reframes boxing as a tool for empowerment and growth, spotlighting how the sport builds confidence and resilience.
Photographed by Nadav Kander, “The Good Fight” features real young people from YES-supported boxing clubs in East and North London. The images, raw and striking, show these young fighters post-training — bruised but standing strong. Beneath them, provocative headlines declare: “More girls should get into fights” and “More boys should get into fights.”
These statements are meant to challenge assumptions, encouraging the public to see boxing not as violence but as a means of developing crucial life skills. As part of its mission, YES Charity provides safe, supportive spaces for young people to train, learn, and thrive through sport.
Iris spent months engaging directly with local boxing clubs and community leaders to ensure the campaign authentically reflects the lived experiences of the youth it represents. The result is a bold, unfiltered campaign that’s designed to spark conversation — and perhaps even a little controversy.
The campaign will be seen across outdoor, print, digital, and social platforms, spreading its message of empowerment to an even wider audience.
Rebecca Scown, CEO of YES Charity, expressed pride in the campaign’s impact. “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.”
By flipping the narrative around boxing, YES Charity’s “The Good Fight” highlights how sport can transform lives — one determined young fighter at a time.
