People around the world are finding different ways to relieve stress during the coronavirus pandemic. Some have tried running, gardening, doing puzzles, cooking but what about screaming? Promote Iceland, which encourages tourism to the country, is encouraging people to scream to relieve frustration. And even if you can't travel to Iceland to do it, you can scream into your device and your voice will be broadcast throughout the empty Icelandic countryside.
A website for the ad campaign shows yellow loudspeakers playing the screams of people from around the globe in front of peaceful scenery like glaciers, caves and waterfalls. A button at the top of the site invites users to join in with the phrase, "Tap to scream."
"You've been through a lot this year and it looks like you need the perfect place to let your frustrations out," Promote Iceland says. "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." According to a news release, the speakers are located at seven locations across Iceland. People who participate in it receive a video of their scream as it's broadcast from one of the stunning locations.
Zoë Aston, a therapist and mental health consultant, even offered screaming tips to people looking to participate in. Some of her advice includes choosing what type of scream to use, including volume, words or breath, standing with your feet hip-width apart, bending your knees slightly, relaxing your shoulders, screaming from the gut and following your instincts.
The campaign is light-hearted, but Promote Iceland still wants users to take mental health struggles during the pandemic seriously. "This is a starting point," Aston said. "If you need mental health support, it is a must that you seek out professional help."