President Donald Trump's cabinet selections have been controversial, to say the least. But none have been more ridiculed than his selection of Betsy DeVos, his pick for Secretary of Education. She has no training or experience in education. She advocates for privatizing schools and diverting funds away from public schools. In her confirmation hearing, she seemed ignorant of major provisions of federal education law.

This seemed like a perfect fit for our show about other educators “who can’t”, so immediately after Betsy DeVos was confirmed by the Senate, truTV placed this outdoor ad all over Washington D.C. near key government buildings.

The creative was displayed in 50 Bus Shelters throughout Washington D.C. near key government buildings. The creative would rotate on loop every sixty seconds, and ran for four weeks, giving us scale. Creative was designed in a few days and began displaying immediately after it was trafficked thanks to the digital nature of the OOH.

With a very small media spend, the boards delivered over 20 million impressions. In addition, they caught the eyes of several press outlets who wrote articles about the idea. It also fired-up various truTV talent, who tweeted and posted about the boards organically, and which drove sharing by truTV fans as well.