Police Now "Take: 90" by Grey London

It takes just 90 seconds for anger to pass, according to scientific evidence.

This fact is at the heart of a new campaign aiming to reduce acts of aggression and impulsive violence caused by anger in everyday situations. Police Now and Grey London have collaborated with charities and businesses including London First, Calm, Vice Media, Facebook and Unilad for the initiative. It includes 90-second films, meditations on mindfulness app Calm, posters, a press ad that takes 90 seconds to read, and 90 angry-to-calm emoticons. The group wants to make "taking 90" part of everyday vocabulary, just as the term "designated driver" helped to prevent drink driving.