I have this XAML:
Setting the background of a ListViewItem directly is not a good idea because by default a ListView is virtualizing (which is good), that means the controls that make up the items get disposed when scrolled out of view. The easiest way to do this is that i can think of is having a property in your data-object which indicates the New-state, then you can trigger on it.
You then can use any logic you want to set that value to false again if you do not consider it new anymore.