Iceland is broadcasting the world’s cries to relieve coronavirus stress

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 the screaming?

Promoting Iceland, which encourages tourism to the country, is encouraging people to scream to ease the accumulated frustration. And even if you can’t travel to Iceland to do so, you can scream on your device and your voice will be broadcast across the empty Icelandic countryside.

A website for the ad campaign shows yellow speakers that reproduce the screams of people from around the world in front of peaceful landscapes like glaciers, caves and waterfalls. A button at the top of the site invites users to join in with the phrase “Tap to shout.”

“You’ve been through a lot this year and it seems like you need the perfect place to let your frustrations escape,” says Iceland. “Somewhere large, vast, and intact. It looks like you need Iceland. Record your scream and we’ll launch it into the beautiful and wide spaces of Iceland. And when you’re ready, come release it for real. Feel better, we promise.

According to a press release, the speakers are in seven locations in Iceland, including Viðey in Reykjavík, Festarfjall de Grindavík, Skógarfoss, near Djúpivogur, at the foot of Snæfellsjökull, Kálfshamarsvík and Rauðasandur in the west fjords. Participants receive a video of their scream when broadcast from one of the stunning locations.

“Prolonged indoor living, loneliness, endless teleconferencing and disruption of daily life, as well as restrictions on travel between countries, have increased people’s stress,” said Promotion Iceland. “The campaign aims to highlight Iceland’s advantages as a destination.”

Zoë Aston, a therapist and mental health consultant, even offered screaming advice to people who want to get involved. Some of her advice includes choosing which type of scream to use: volume, words, or breath, standing with your feet hip-width apart, slightly flexing your knees, relaxing your shoulders, yelling from the intestine, and following your instincts.

The campaign is light-hearted, but Promote Iceland still wants users to take mental health struggles seriously during the pandemic.

“This is a starting point,” said Aston. “If you need mental health support, it is imperative that you seek professional help.”