857 desks installed on the National Mall outside the Washington Monument.

Arne Ducan, United States Secretary Education stopped by.

Non- Traditional Media Placement can capture many more impressions then traditional out-of- home platforms. Not only do many people see the unusual outdoor advertising but the message can reach many more people, via press and social media mentions. This installation made local and national television broadcasts as well as many major print and online sources. The exponential impressions and viral spread of the message was enormous.  The initiative received attention from the New York Times, Fox New, NBC and many others. For example:

http://www.nytimes.com/2012/06/21/education/857-desks-call-attention-to-dropout-problem.html

http://www.youtube.com/watch?v=51MRlSKbvwY&list=PL2544BD4234590215&index=5&feature=plpp_video

http://schoolsofthought.blogs.cnn.com/2012/06/20/empty-desks-send-message-to-candidates/

http://www.foxnews.com/us/2012/06/19/college-board-sets-up-857-desks-on-national-mall/

http://www.good.is/posts/can-putting-857-desks-on-the-national-mall-get-education-on-the-election-agenda

http://www.pbs.org/newshour/rundown/2012/06/empty-school-desks-for-every-student-who-drops-out.html

http://stateimpact.npr.org/florida/2012/06/21/857-students-drop-out-of-high-school-every-hour-every-day/

http://www.schoolbook.org/2012/06/21/a-desk-for-every-dropout-every-day

http://thinkprogress.org/education/2012/06/21/504072/photo-empty-desk-drop-out/?mobile=nc

http://www.eschoolnews.com/2012/06/20/college-board-sets-up-857-desks-on-national-mall/

More great photos: http://www.buzzfeed.com/mjs538/857-empty-school-desks