Freethought Association Of Canada

The Atheist Bus Campaign was an advertising campaign in 2008 and 2009 that aimed to place "peaceful and upbeat" messages about atheism on transport media in Britain, in response to evangelical Christian advertising.

It was created by comedy writer Ariane Sherine and launched on 21 October 2008, with official support from the British Humanist Association and Richard Dawkins. The campaign's original goal was to raise £5,500 to run 30 buses across London for four weeks early in 2009 with the slogan: "There's probably no God. Now stop worrying and enjoy your life."

Richard Dawkins, author of '' The God Delusion'', agreed to match all donations up to a maximum of £5,500, providing a total of £11,000 if the full amount were to be raised. The campaign reached that target by 10:06am on 21 October and had raised £100,000 by the evening of 24 October. The campaign closed on 11 April 2009, having raised a total of £153,523.51.

The first buses started running on 6 January 2009 – 800 ran around the UK and it was also planned to place 1,000 adverts on the London Underground featuring quotations from famous atheists. There were also two large LCD screens placed on Oxford Street, central London. The campaign received a number of complaints, but was cleared of any unethical advertising by the ASA.

Initial proposal

Sherine first proposed the campaign in June 2008 in a guardian.co.uk Comment is Free blog post, ''Atheists – gimme five'' in the ''Guardian''. She expressed her frustration that the Christian organisation JesusSaid.org was allowed to use bus advertising to promote the web address of a website that said that all non-Christians would burn in hell for all eternity. Sherine called on atheists to counter this kind of evangelical advertising by donating five pounds towards a positive philosophical advert. Her idea was taken up by political blogger Jon Worth, who went on to set up a PledgeBank page. The PledgeBank page closed on 31 July 2008, having received 877 of the 4,679 pledges necessary for the original target of £23,400.PledgeBank Atheist Bus
, PledgeBank Atheist Bus This event attracted some limited comment in the mainstream media

early in August. Sherine then wrote a follow-up Comment is free article, ''Dawkin 'bout a Revolution'', detailing events since the original piece. In response, the British Humanist Association offered to lend the campaign its official support and undertook to administer all donations. Sherine then asked Richard Dawkins for a quote for the campaign, at which point he offered to match the first £5,500 raised.

History of the campaign

The Atheist Bus Campaign's donation phase launched on Tuesday 21 October 2008 with another article by Sherine, ''All aboard the atheist bus campaign'', on Comment is free. To the surprise of the organisers the fundraising target was broken within hours of the launch, raising almost £48,000 by the end of day one.

After four days the campaign had raised more than £100,000. There have been donations to the Justgiving page every day since the campaign's launch, and by 9 January 2009 the total had surpassed £140,000. The BHA has reported a flood of interest in its activities and the Atheist Bus Campaign Facebook group has been growing rapidly since the launch. Many atheists feel the campaign has given them a voice and represented them in a way they have long hoped for.

The story attracted widespread media attention around the world. Writing in The Times, Joan Bakewell observed that "Not since Going to Work on an Egg has an advertising initiative made such an impact, and for so little cost."

There has been some opposition to the adverts. By 21 January 2009 the ASA had received 326 complaints about the bus adverts, including a complaint from Stephen Green of Christian Voice (UK) who said "It is given as a statement of fact and that means it must be capable of substantiation if it is not to break the rules." Hanne Stinson of the BHA has suggested that if the ASA rule on this complaint, then the ASA will be ruling on whether God exists. On 21 January the ASA ruled that the adverts were not in breach of its rules as the advert "was an expression of the advertiser's opinion" and was incapable of substantiation. They also claimed that although the advert was contrary to many people's beliefs, it would not generate "serious or widespread offence". By the end of the year, the ASA had received 392 complaints about the adverts.

The campaign has also received criticism from leading clergy including George Carey, the former Archbishop of Canterbury, and Peter Price, the former Bishop of Bath and Wells, who said "the campaign lacked both judgement and a sense of reality."

In Southampton, a bus driver refused to drive a bus displaying the advert. His employers, First Bus, undertook to find him another bus to drive.

Canadian author, Margaret Atwood, has said of the campaign: "That's religion! Once you're paying money to put slogans on things, well it's either a product you're selling, a political party or religion".

Notable donors

Television critic Charlie Brooker was the fourth person to donate to the campaign, giving £100 with the comment "I hope to God this helps".The poet and musician Labi Siffre donated £1000 on 22 October 2008 with the verse, "As God knew / What Judas would do / In the final accounting / Who betrayed who?" Philosopher AC Grayling donated £500, while writer Zoe Margolis donated with the comment "About time the rational voices were heard too". Richard Dawkins donated the most of any celebrity with £5,500, but even his donation has been eclipsed by that of an unknown donor called Simon Bishop, who has given £20,000 to the campaign. The campaign is also supported by Matthew Parris. Additionally, Paul Woolley, the director of Christian think tank Theos, and a close associate of the Archbishop of Canterbury, has donated £50 as he thinks the campaign is a "great way to get people thinking about God. The posters will encourage people to consider the most important question we will ever face in our lives." The Gay and Lesbian Humanist Association is a supporter of the Campaign.

"Probably"

The wording of the proposed advert caused considerable debate among atheists and Christians alike and Sherine discussed it in a post-launch article, "Probably the best atheist bus campaign ever", on the ''Guardian's'' "Comment Is Free" section. Dawkins stated that he preferred the wording "There is almost certainly no God". Ariane Sherine claims it is necessary to be factually accurate, and that as it is impossible to disprove the existence of God it is only possible to say one 'probably' does not exist. Critic D. J. Taylor felt that this qualification let the campaign down, but admired it for introducing some tentativeness into an often polarised debate, while atheists including A. C. Grayling think that they can be certain there is no God and therefore the word 'probably' should not be used. It was also suggested that inserting the word would avoid a breach of the Advertising Standards Authority's rules.

Don't Label Me campaign

The final phase of the campaign challenged the idea that children should be labelled with their parents' religion. In November 2009, an ad appeared on billboards, not buses, in London, Edinburgh, Cardiff and Belfast, displaying a young girl's picture with the caption "Please don't label me" followed by "Let me grow up and choose for myself". The background displays phrases ascribing various labels to the child—" Libertarian child", "Catholic child", "Sikh child", "Capitalist child", "Atheist child", "Protestant child", and so forth.

On 21 November 2009 it was reported in ''The Times'' and the '' Daily Telegraph'' that the children featured in the 'Don't Label Me' campaign were from an Evangelical Christian family. The British Humanist Association stated that the photographs had been sourced from a photographic agency website, and that it was unaware of the religious background of the models.

Follow up works

In addition, Atheist Bus Campaign donors have raised over £23,000 for the British Humanist Association's Inclusive Schools campaign.

Following publicity from the campaign, the BBC
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