What does it take to get a phrase embedded into the minds of the nation? That was the challenge we set ourselves when we started working with the charity Police Now. Their aim was to help reduce anger in everyday circumstances that in some cases could lead to violence. So we developed Take:90. Based on scientific evidence that it takes just 90 seconds for anger to flush out of your body, we created a campaign encouraging people to take:90 before acting in anger. Along with other WPP agencies, we enlisted the help of 90 organisations to back the campaign and launched a 90 second film, posters that take 90 seconds to read, Calm 90 second meditations and ‘angrymojis’ to drive social engagement.