The Washington Post is putting peacefulness into the very hectic Times Square in New York. Its five digital billboards promote the newspaper’s new personal health and wellness section, Well+Being, which is itself putting peacefulness into this very hectic world. The week-long five-screen takeover created by Koto New York offers New Yorkers a gentle reminder to pause and consider their wellbeing.

The billboard gradually fills with thought bubble questions such as “How much vitamin D do I need?” and “How much exercise is too much?” until it is brimming with pop-ups. These are pushed to edges of the billboard as the campaign tagline, Subtract the noise, add the experts, and the Washington Post logo reveal themselves in a peaceful blue background.

The campaign tagline emphasises the quality of the Washington Post’s content, which is written by both journalists and practising health professionals. The new section launched a month ago and is dedicated to concepts like emotional wellbeing, nutritious eating and the importance of mindfulness.

The Times Square billboards are part of a broader effort to promote Well+Being. Ads for it will also run in transit shelters in Washington, D.C. and San Francisco through November 11 as well as on the newspaper’s owned and operated platforms during. An eye-catching morning colouring page to bring about a moment of mindfulness also ran in the print edition of the newspaper and digital ads will run in the home page of the online edition.