Tourism is big bucks. But it can also cause “overtourism”, which hurts more than helps. The Faroe Islands do not have that trouble yet, but some of their iconic areas are starting to feel it. So they closed for maintenance, but opened for “voluntourism” (volunteer tourists who freely gave the Islands TLC) over the April 26, 2019 weekend. The $0 PSA headlined 511 news stories, reached 3.7 million people, and attracted 3,500 voluntourists from 25 countries! The result: 120% increase in return on investment, a Clio Award and, most importantly, maintaining the beauty of the islands.