Former two-time UFC middleweight champion Israel Adesanya has backed a new campaign in Christchurch, New Zealand, aimed at stopping street violence, especially attacks known as “coward punches”.
To raise money, a limited-edition BMW M4 CSL worth $341,000 is being raffled. Tickets cost $50, and all funds will go toward anti-violence programmes, education, and nationwide awareness campaigns.
The campaign is run by the Walk Without Fear Trust and kicks off this Saturday at The Hub Hornby, where Adesanya and fellow UFC fighters will meet fans and speak about the dangers of unprovoked street attacks.
“Every time someone is hurt or killed by a coward’s punch, it affects whole families and communities,” said Eugene Bareman, co-founder of City Kickboxing and chair of the Trust.
“These are real people, real losses. We need to treat these attacks as totally unacceptable.”
Adesanya also helped create a dance video to promote the campaign, which includes UFC fighters Carlos Ulberg and Navajo Stirling.
“If you’ve got a platform, you should use it to do something good,” said Adesanya.
“Every awkward dance step was worth it.”
The video shows the athletes—more used to fighting—stepping out of their comfort zones to get attention for the cause.
“Eugene had never danced before, but he gave it his all. Together, we’re trying to shine a light on these terrible acts,” Adesanya added.
The campaign is a joint effort with the Diamond Charitable Trust, whose chair Alan Farragher said that having such well-known names involved would help communities stand up to violence.
“We want people to know that coward punches are not okay, and that communities can make a difference,” Farragher said.
The raffle runs until 21 November, with the winner announced on 29 November.
Saturday’s event in Christchurch is the first public event for the campaign, giving locals a chance to meet the ambassadors and learn more about the cause.