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Iceland calls for international screamers

16.07.2020 - 11:45
Mynd með færslu
 Mynd: Íslandsstofa
Inspired by Iceland has launched a campaign inviting people around the world to (virtually) scream and shout in Iceland. Those interested can record their frustrations amid the ongoing global crisis and send them in. Inspired by Iceland will then play them on loudspeakers at seven carefully selected spots around the country. The campaign is called “Let it Out” and is a response to psychologists’ advice that screaming relieves stress.

The Promote Iceland agency conducted a survey around the world in June which revealed that 40 percent of respondents are suffering the effects of stress due to the coronavirus pandemic. 

“Being indoors for extended periods, isolated, endless video conferencing and disruption to daily life have increased people’s stress [...]. The campaign is intended to highlight Iceland’s attributes as a destination,” a press release from Promote Iceland says. 

The speakers will be set up on Viðey island, Festarfjall near Grindavík, near to Skógarfoss, a short distance outside of Djúpivogur, at the base of Snæfellsjökull, at Kálfshamarsvík, and at Rauðasandur. 

Sigríður Dögg Guðmundsdóttir, head of the tourism division at Promote Iceland, told RÚV that she and the other organisers have been very careful to avoid disturbing people nearby. The speakers are not especially big and will be set to a sensible volume. “We chose these places bearing in mind that they are not full of people,” she explains.  

People who send in their rants will receive a video back showing the moment their own voice booms over Iceland from afar. 

Sigríður says that thanks to its small population and wide, open spaces, Iceland is an ideal destination during times of social distancing. She hopes the campaign can help spread that message to people overseas desperate to travel somewhere. 

The project will run for the next two weeks and the speakers will be removed again after the campaign finishes. 

The campaign is part of the ‘Ísland - saman í sókn’ project set up as part of the government’s COVID-19 response and financed by the industry and innovation ministry. 

The government pledged 1.5 billion krónur to the project in May. It was put out to tender and the winning proposal came from the international advertising agency M&C Saatchi in collaboration with Iceland’s Peel agency. The agencies are working closely with Promote Iceland. 

The first outcome from the project came in late June when Inspired by Iceland released a video called 'Looks Like You Need Iceland', which can be seen here: