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TAKE:90 is an initiative by the Met Police to address everyday low-level aggression and anger before it leads to actions people may regret. Anger is a chemical reaction produced by neurotransmitters surging through our bodies. But it takes just 90 seconds for those chemicals to be flushed out of our systems. After that, we return to a more rational state. TAKE:90 is a simple tool that anyone can use to de-escalate their anger. It only takes 90 seconds for anger to pass. 

We launched with the support of 90 partners including the NHS, Prince’s Trust, Calm, Facebook and Vice. We spread the word with over 30 executions across print, OOH, radio, social, and digital media. This included contextual tactical print and posters that took 90 seconds to read, a bespoke 90 second mediation in collaboration with Calm App, a 90 second spoken word video.

The campaign was a huge success. As well as trending on twitter on launch day, TAKE:90 achieved national TV and radio coverage, with the BBC Newsnight pausing its programme for 90 seconds in response to an angry viewer. Furthermore, 47% of 16-24 year olds exposed to the campaign say they have already or plan to TAKE:90. And this was all achieved on a budget of £0.


ITV News / Newsnight / BBC News / Channel 5 News / The Times  / The Guardian / The Daily Telegraph / Corriere Della Sera / Huffington Post / LLB / Marketing Week / Happiful Magazine / The Drum / Adage / PR Week / Campaign / Creative Review / Shots / Creative Brief / Creativity Online / London First / Revo / The Stable / Clube de Criacao / David Reviews / Lurzer's Archive

CREATIVES: Terry O'Neill + Jesse Little / Joseph Arnold + Nathan Holly / Georgina Horrocks + Matthew Kennedy / Stuart Leung

CREATIVE DIRECTORS: Joe de Souza + Joseph Ernst


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