You can do a lot of damage when you’re angry. But if you’d waited just ninety seconds, your anger could have passed. And no damage would been done. It takes just 90 seconds for the neurotransmitters that cause anger to flush out of our systems.
That’s the message that Grey London is sending on behalf of Police Now with businesses and charities including CALM, London First, the National Literacy Trust, the British Transport Police, Westfield, Facebook, Next, VICE, UNILAD, Mulberry Schools Trust and CBI.
The campaign aims to help reduce acts of aggression and impulsive violence caused by anger in everyday situations such as evenings out, in the workplace, on the commute or online.
Grey London’s message is housed in a 90 second video, a meditation, long copy ads that take 90 seconds to read, posters and 90 new angry-to-calm emoticons. The short form posters carry messages such as Give Anger a Little Time, Gone in 90 Seconds and Count to Zen, all displaying a graphic line gradually shifting from red to blue. The campaign also lives on the website, Take:90. The 90-second meditations were created by the mindfulness app, Calm, and are free to download. The campaign is supported by specifically created angry-mojis and influencer content across social media. Content released especially for Take:90 includes a 90-second rap from MOBO award-winning, Guvna B.
The campaign aims to make “taking 90” part of our everyday vocabulary just as the term, designated driver, helped to prevent drink driving.
It is the largest initiative of its kind reaching organisations and individuals across the UK, and follows a recent increase in violent crime. After five years of violent crime falling, decreasing from 1.9 million incidences of violence in the year ending March 2011 to 1.2 million in the same period of 2017, it is notable that 2017 saw a 20% increase on the number of police recorded offences in 2016 [stats from the Crime Survey for England and Wales and police recorded crime].
The project is the result of a WPP collective including Cohn & Wolfe, Hill+Knowlton, Group M and PSB Research with Grey London leading the creative for the campaign.
Dr Jill Bolte Taylor, the neuroanatomist who originally proved that it takes just 90 seconds for anger to pass and is backing Take: 90, commented, “We experience anger when the ‘anger circuit’ in our brain is stimulated. Anger is just a group of cells in our brain that have been triggered and we have the power to choose to act out or not. It only takes 90 seconds for that circuit to settle down.”
Joseph Ernst, creative director at Grey London, noted, “Take 90 is such a simple concept, one that absolutely anyone can use – once they know about it. For it to make a difference to society, we needed to get the message out as far and as wide as possible. The fact that so many organisations are supporting this initiative is really heartening and we hope that the idea of giving ourselves 90 seconds to calm down becomes truly mainstream.”
Tor Garnett, co-founder of Police Now and Take:90 initiator, added, “Some violence has complex causes, but often violence is caused by people feeling angry and reacting in that first 90 seconds. If we let those moments of anger lead to aggression, whether it’s during an argument with a friend or stranger or getting squashed on the commute, it makes people feel unsafe, unhappy and cross and can use up people’s time and attention in a very negative way. Take:90 is an effective practical tool that we can all use and share with others to help keep our cool – it’s not always easy but it is essential if we are to live happily in a diverse and busy world. “
Almost 90 organisationsl from orthodontist Angle House to huge retailers like Next – are coming together to back this campaign, because of the impact aggression can have on their employees, customers, communities and young people. There is still the chance for more businesses to get on board with Take:90 by signing up as partners online.
Campaign by: Grey London, GreyX, Town Productions
Client: Police Now
Co-founder: Tor Garnett
Grey London Chief Creative Officer: Caroline Pay
Creative Directors: Joseph Ernst & Joe De Souza
Creative teams: Jesse Little, Terry O’Neil, Joseph Arnold, Nathan Holley, Georgia Horrocks & Mathew Kennedy
Designers: Stuart Leung, John-Paul Racle, Tyrone Zall, Simon Kinslow, Kit Suman, Ben Alderman & Stefan Klasener
Producers: Olivia Chalk, Leanne Esposito, Katy Sur, Beth Sykes, Glen Mcleod
Planners: Holly Clancey, Rachel Holden
PR: Luke Pearson, Ben Bailey
Account team: Olivia Browne, Sophie Fredheim, Eldar Chen, Johno Fagan
Partner agencies: Group M, Hill+Knowlton Strategies, Cohn & Wolfe, PSB
Production company: Town Productions
Director: Joseph Ernst
Executive producer: Olivia Chalk
Producer: Dee Meaden
Editor: Michele Difrancesco
DoP: Oliver Schofield
Post-production: Town Productions & GPS
Audio post-production: Town Productions