The 'Good Fight' campaign by YES Charity, in collaboration with Iris, aims to empower girls by reframing boxing as a tool for strength and self-defense rather than aggression. The billboard features a young girl with a bruised face, symbolizing resilience and defiance. The provocative headline 'More girls should get into fights' challenges societal norms and encourages girls to embrace their power. This approach works by using the unexpected to draw attention and spark conversation, aligning with the charity's goal of promoting empowerment and challenging stereotypes.