10,000%
increase in social shares on Instagram
300%
increase in engagement activity
40%
increase in followers across all social platforms
The Challenge
YES! has been supporting young people in East London for nearly 30 years through sport. But despite years of impact, awareness remained low — and with it, support and funding.
The challenge was to wake people up to the importance of grassroots sport, provoke a reaction, and inspire action from the public.
The Approach
Iris created The Good Fight – YES! Charity’s boldest campaign to date. Designed as a disruptive outdoor media campaign across London, it aimed to challenge, provoke, and get noticed.
Shot by renowned photographer Nadav Kander, the portraits of Miguel and Bella from Islington Boxing Club captured the strength, resilience, and confidence that sport brings to young people.
The message was simple and powerful: this is a fight worth joining. A fight for the futures of young people – and YES! is leading it. Through unapologetic creative, we turned awareness into urgency and helped a grassroots charity punch well above its weight.
