According to recent studies, 74% of Gen-Zs experience what is known as ‘Sunday Scaries’, a type of anticipatory anxiety that arises on the eve of Sundays. As this generation is the next to enter the labour market, it’s crucial to address this issue because anxiety can lead to focus and productivity problems.

Seven is a newspaper delivery service that caters to 18-24-year-olds in the UK. Every week, the newspaper delivers seven good news reports from the past seven days, sourced from the BBC. The paper gets delivered on the eve of Sundays, providing a new way to relax by introducing upcoming events in the subscriber’s local area, which they can look forward to, and sharing a positive message.

To create a compelling and uplifting mood, Seven uses a circle and square shapes in a pattern that interacts with the pictures, guiding the reader throughout the page. Additionally, the use of red, the traditional colour marking Sundays, and green, which has a soothing psychological effect, helps to create an uplifting atmosphere.

The campaign promotes the newspaper by showing how people feel when the delivery van arrives and the effect of reading the good news. The copywriting embraces the moment and introduces that Seven is a subscription service. By showing people who subscribed to Seven, the campaign aims to promote the newspaper and encourage people to visit the website. The campaign will be promoted on public transport, the place the majority of the audience will come across when they commute to work. These areas tend to be crowded and busy, making people stressed.