In January 2009 after arriving back to Manchester from a short trip to Iceland where newspapers were carrying the story about the elderly in North of England dying of cold related illnesses, and relating that story to my son Gisli, he made a comment that we should send them Icelandic sweaters to stay warm during the winter months.
This happens just after Gordon Brown had put Iceland on the terrorist list together with Al-Qaeda and alike. The big question was how this would be conceived, a gesture of kindness or a political stunt, and since we are not political in any way, we decided to go for it.
Gisli set up on writing a letter, which we then sent to radio and TV stations in Iceland, along with shipping companies and politicians
Needless to say, it was an immediate success! One popular radio station Bylgjan in Iceland took it up and appealed to the Icelandic nation to help gather sweaters and other woollen garments for the elderly in North of England
Within a fortnight a full 40 foot container left Iceland bound for Hull and Grimsby in North of England where the garments were distributed under the watchful eyes of the international media. 600 Radio Stations in USA alone along with all major TV stations in Europe were present.
In winter 2012/2013 well over 25.000 elderly died of cold related illneses in England