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UK Rapper Guvna B Takes 90 for Take:90 and Faces Up to Anger

Grey London teams up with award-winning artist to help reduce impulsive violence

UK Rapper Guvna B Takes 90 for Take:90 and Faces Up to Anger

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.

For more information on all of the Take:90 content, visit

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
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Creative Agency

Creative Agency: Grey London

Planner: Rachel Holden

Chief Creative Officer: Vicki Maguire

Account Team: Eldar Chen

Creatives: Jesse Little / Terry O’Neill

Production Company

Production Company: Town Productions

Executive Producer: Callum Johnston

Director: Coral Brown

DOP: Beatriz Sastre

Producer: Karan Chhatwal

Production Assistants: Dillon Palmer

1st Assistant Camera: Daniel West


Editor: DiFran


Composer: Guvna B, Gilliam Caldwell-Dunn


Sound: Liam Conwell


Grade: Gramercy Park Studios

Colourist: Ben Rogers

Category: Charity , Corporate and social