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Award: Shortlist

Shortlist / Cinematography / Online / 2019

The Met Police asked for help in devising ways to deal with increasing low-level violence in the UK. We knew that there was little that advertising could do directly. But there was a way we could begin to address the root cause of violence: anger.

Anger is produced by neurotransmitters surging through the body. However, it takes around 90 seconds for those chemicals to be flushed out of the system. Take:90 is a simple tool that anyone can use in stressful situations to de-escalate anger, before it leads to actions they may regret.

  • Take:90

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