To launch The Guardian’s First Edition Newsletter, we developed the integrated campaign ‘Scroll Less and Understand More’. It encapsulates the newsletter's ultimate benefit to readers. It also features an eye-catching sunrise emerging from an inbox envelope to convey the message of a quick and easy way to stay informed first thing in the morning. The campaign effectively positioned 'First Edition' as the go-to source of news ahead of the daily rush, providing you with valuable insights before the day even begins.