Award-winning contemporary gospel rap artist Guvna B has teamed up with Grey London for the second phase of the Take:90 campaign to challenge acts of aggression.
Launched in August, Take:90 aims to help reduce acts of aggression and impulsive violence caused by anger in everyday situations. Research shows that it takes just 90 seconds for the neurotransmitters that cause anger to flush out of our systems.
MOBO award-winning Guvna B has written a 90-second piece especially for the campaign, which is being released on social channels to help continue to spread the message that 90 seconds is all it takes for anger to pass.
The spoken word piece is part of a wider content offering supporting the campaign which includes films, meditation, long copy ads and ‘angrymojis’ for social media. The aim is to make ‘take 90’ part of mainstream vocabulary, just as the term designated driver has helped to prevent drink driving.
Almost 90 organisations have already backed the initiative, including CALM, London First, the National Literacy Trust, the British Transport Police, Westfield, Facebook, Next, VICE, Mulberry Schools Trust, CBI and UniLad who’ve previewed Guvna B’s video.
Take:90 was developed for the charity Police Now by a WPP coalition including Grey London, Burson Cohn and Wolfe, Hill+Knowlton, Group M and PSB Research.
Guvna B says: “Having personally struggled with anger in the last year following the sudden death of my dad, I realise how much of an effect it can have on your life. Take:90 is another reminder that there are consequences to our actions. So if we can think twice and Take:90, it could enable us to deal with situations in a better way.”
Creative Director at Grey London Joseph Ernst adds: “The ambition has always been for Take:90 to become a tool that people can use to take time out from everyday stressful situations. Having this universal message spread by a relevant artist like Guvna B is fantastic way to make sure it reaches the widest audience possible.”
Special thanks: Tim Astley, Cherish de Tagle, Kit Lawson, Annika Gustavsson