To earn some love from the residents of Umeå, we replaced the existing light tubes in the billboards at bus stops in Umeå with light tubes used for light therapy. The initiative went live in December when Umeå is really dark (4 hours of daylight) and turned SAD (Seasonal Affective Disorder) into GLAD. The initiative received local as well as global mediacoverage. In a follow-up the high-school classrooms in Umeå got the regular light tubes exchanged to light therapy tubes during december and january.