You may not be allowed to travel to Iceland right now, but you can air your grievances into the country’s wild landscapes as if you were there.
Inspired by Iceland launched a new campaign designed to help people release their frustration by inviting them to scream out their problems into the nation’s beautiful wilderness. The campaign, called “Looks like you need to let it all out,” was developed in partnership with creative agency M&C Saatchi Group, and will run across the US, UK, Germany, Canada, and Denmark.
“You’ve been through a lot this year,” the campaign’s website says, “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. Record your scream and we’ll release it in Iceland’s beautiful, wide-open spaces. And when you’re ready, come let it out for real. You’ll feel better, we promise.”
Even better — it’s backed by science. According to Zoë Aston, a therapist and mental health consultant, “Part of the beneficial effect of screaming comes from being able to make a loud noise into a wide, open, undisturbed space. This literally allows your amygdala to release the stress stored there and move forward.”
The campaign website even has specific tips for the proper way to scream, and how to get the most out of the experience. Visit the website to scream virtually into one of Iceland’s many breathtaking landscapes.