The Gefum íslensku séns (Give Icelandic a Chance) initiative, which began in Ísafjörður, has expanded beyond the region in recent years. To support and coordinate the work, a new association has been founded. Its board includes Eiríkur Rögnvaldsson, Eliza Reid, Martína Jansson, Ólafur Guðsteinn Kristjánsson, and Peter Weiss, who was elected chair.