Grey leads charge for anti-anger campaign Take:90

A group of charities and companies (including Facebook, not a charity) have teamed with Police Now to launch a campaign Take:90 trying to make we angry people calm down. Apparently it takes 90 seconds for angry adrenalin to subside.

Dr Jill Bolte Taylor, the neuroanatomist on the case says: “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.”

The campaign has been produced by a “WPP Collective” including Cohn & Wolfe, Hill+Knowlton, Group M and PSB Research with Grey London leading creative. The aim is to try to replicate the example of ‘designated driver’ in anti-drink driving ads by introducing “Take 90” into the parlance.

Worth a go, especially given that London is beginning to resemble the Wild West with daily shootings and stabbings.

Good effort by Grey.

Small quibble – why the colon in Take:90? Not needed.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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