A woman standing over the Snæfellsjökull glacier, one of the seven locations where screams will be playing.
Sprinkled across Iceland are seven bright yellow speakers that pack a loud punch. Playing from each speaker are the screams of people from around the world. In Promote Iceland’s new initiative, Let It Out, people are encouraged to release their screams to isolated spaces across the country.
Designed after scream therapy, the purpose is to let out any pent-up emotions, which are even more present given today’s circumstances.
“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,” the campaign’s website states.