The mass text message was sent to all subscribers of the largest mobile phone provider in our study communities, as well as to the film buyers and their friends, whose numbers were collected by the film distribution team. Text messages were sent to 683,000 people across the 106 communities from 3 February 2014 to 29 March 2014. While we knew the exact number of phone numbers targeted by the mass text message, we could not confirm the number of people who actually received the message. Certainly not all people on the list received the message, as a result of insufficient credit purchased for their phone, incorrect profile settings, an invalidly recorded number, no operator coverage, and other possible causes. During an audit of randomly selected 1000 mass text message recipients (544 of whom answered our phone call), 23% confirmed receiving the message, with no difference between phone numbers assigned to the treatment or placebo film (p = 0.9).

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