Six Six Six.
The number of the beast.
Across the road from 667.
A number that conjures thoughts of Satan, Evil and Damnation.
When I first saw the 46664 campaign, I thought, thats a bit, weird.
Madibas prison guards must have had a slew of puns around the middle three digits of his prisoner number. But the campaign worked : that number is now synonymous with hope, charity and freedom.
So how did he do it?
Well to figure out how this new number has eschewed the prejudice of the good ‘ol 666, I thought, lets remove the offensive bit….
And the answer was clear as daylight –
46664 less 666 is 4…4….
He used the fource!