I feel passionately about bringing attention to this issue. My goal in creating the image, aside from the technical challenge it took to make it look like the real billboard, was to make people think about what the 'ex-gay' marketing message means.

You do put pressure on yourself and your product because everybody is paying attention. Our challenge was to make a Super Bowl-worthy message.

As always, access to restaurant owners is the biggest challenge for marketers. Getting their attention can be extremely difficult.

I immediately thought the message was offensive, Straight? Unhappy?

The user types the challenge code into the mobile phone, which validates that the challenge code is genuine. After the user has entered their PIN into the phone, it generates a response code. The user types the response code into the Web bank screen, and the transaction is confirmed.

The challenge that gas station operators are having now is not knowing when the next shipment is coming and how much they will be getting.