66% of the UK population think there is “a lot or a fair amount” of racism in society.
Professional boxer, Isaac Chamberlain, wanted to make a deliberate and very public stand for equality. AMG proposed a collaboration that would display a powerful message during his next televised fights.
Collaborating with Isaac’s brand partner, Avanti Communications, a clear message to #EndRacism appeared on his boxing shorts during his two fights on Channel 5 TV in 2020.
The campaign reached 1.9m Channel 5 boxing fans in each of Isaac’s two 2020 fights and hundreds of thousands of social media followers engaged in his and the fight partners’ content .