TAKE:90 is an initiative by the Met Police to help people address everyday low-level aggression and anger before it leads to actions they may regret. Anger is simply a chemical reaction produced by neurotransmitters surging through our bodies. And 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 tactic that anyone can use to de-escalate their anger. It only takes 90 seconds for anger to pass.

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CREATIVES: Terry O'Neill / Jesse Little / Joseph Arnold / Nathan Holly / Georgina Horrocks / Matthew Kennedy / DESIGNERS: Stuart Leung / John-Paul Racle / Tyrone Zal / Ben Alderman / Stefan Klasener / Simon Kinslow / Kit Suman / STRATEGY: Rachel Holden / Holly Clancey / PRODUCTION: Glen Mcleod / Katy Sur / Olivia Chalk / Leanne Esposito / Beth Sykes / Dee Meaden / ACCOUNT MANAGEMENT: Olivia Browne / Eldar Chen / Sophie Fredheim / CREATIVE DIRECTORS: Caroline Pay / Joe de Souza / Joseph Ernst / DOP: Oliver Schofield / DIRECTOR: Joseph Ernst