The course of action:
To create and distribute an HIV/AIDS awareness quiz via SMS with Text to Change. Text to Change relied on all prior lessons learned in the area of ICT use in emerging markets.
On the morning of the campaign launch, TTC was assigned the number 666 by the Ugandan Communications Commission, the code of the Antichrist, the devil. Concerned (Christian) parties wanted to stop the program immediately. After much ado, the number was changed to 777.
No matter how well you prepare, unexpected challenges dwell in dark corners.