857 desks installed on the National Mall outside the Washington Monument.
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:
More great photos: http://www.buzzfeed.com/mjs538/857-empty-school-desks