“You’ve been through a lot this year and it looks like you need the perfect place to let your frustrations out. Somewhere big, vast, and untouched. It looks like you need Iceland.” These are the words of a new advertising campaign from Promote Iceland that invites people around the world to scream out their lockdown frustrations. The screams are recorded via the campaign’s website and “released” into Iceland’s landscapes via speakers set up across the country.
Speakers to broadcast the screams have already been set up at seven locations across Iceland including Skógarfoss waterfall, South Iceland; below Snæfellsjökull glacier, West Iceland; on Rauðisandur beach in the Westfjords; and Víðey island off the coast of Reykjavík. Participants receive a video of their scream being broadcast in one of the locations.
“We want to draw prospective tourists’ attention to the fact that it’s relatively safe to travel to Iceland and that here you can experience beautiful nature without crowds, which is something that we think people will seek out when interest in travel increases again,” stated Promote Iceland’s tourism program director Sigríður Dögg Guðmundsdóttir. “It is important to draw attention to Iceland’s advantages now. People are dreaming about the time when it will be possible to travel again and even planning trips in the near future. We want to be a part of that conversation.”
A campaign disclaimer reminds participants that while screaming may be therapeutic, it is only “a starting point. If you need mental health support it is imperative that you seek out professional help.”
Readers can record their own screams on the campaign website.