When the Eyjafjallajökull volcano erupted in April 2010, tourism to Iceland plummeted; negative stories spread online and the country was left with a projected £180m shortfall in revenue. ‘Inspired by Iceland’ was the campaign created to harness the power of people as media. Icelanders were encouraged to share their inspiring stories through social tools, including Facebook, Twitter and Vimeo, in order to persuade tourists back to Iceland. This activity changed both attitudes and behaviours in key global markets, bringing an extra £165m to the Icelandic economy with a ROMI of 61:1. The judges were very taken by the uncoventional communications strategy developed here: a strategy that reframed tourism advertising into an issue that galvanised the citizens of Iceland, with a remarkable one third of the whole nation participating within a day of launch.