Why more kids should get into fights (seriously)
By James Herring on Tuesday, June 3, 2025
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.”
