Medium and Message.The Atheist Bus Campaign.

The Atheist Bus Campaign backed by the British Humanist Association (BHA) was the brainchild of the comedian Ariene Sherine. The campaign was started as a counter-campaign against various campaigning by religious groups in Britain who said non-believers would, 'burn in hell.' Other similar campaigns by atheist groups were seen in Washington last November. A fundraising drive by the BHA, which raised more than £140,000, was used to produce adverts on over 600 buses across London. Adverts were also seen on the underground as well as LCD screens across the capital.Despite over 300 complaints, the campaign is set to be used nationwide.

'There is probably no God, now stop worrying and enjoy yourself.'

Religion has always been a bone of contention, as well as a subject that causes much discussion. For anyone with religious beliefs this campaign would be a huge area of controversy. The wording however has been carefully chosen so as not to go against advertising codes of practise. At the same time the use of language has successfully got the campaigning messages across to the public.

Members of the BHA respect the fact that, although they may not believe in a God, no one can prove that God doesn't exist, anymore than it can proven that God does exist. The message is still lighthearted which is in opposition to many religious beliefs which are very black and white in representation. Regardless of advertising codes of conduct, the word 'probably', as opposed to definitely, leaves room for discussion. There is also a positive message in 'stop worrying,' it suggests we may never know the truth about religion so stop worrying about it and enjoy life as it comes.

The choice of where the advertising has been placed is interesting. Using public transport as an advertising platform is obviously a way for the messages to be seen, but also interacts with people as they go about their everyday business. The adverts don't appear to have been produced to change peoples views, just that its okay not to be religious or have faith in God. After all, the campaign was purely in response to some rather condemning messages from religious groups.

The advertising uses bright and fresh colours which work well with the belief in freedom of speak and freewill that the British Humanist Association campaign for. The lighthearted tone of the message is carried through with the choice of colours. The colours are also what could be considered to be 'floral' in tone possibly to back up the BHA`s believe in growth and living.

Although the campaign is obviously promoting the BHA's stance on religion, the messages are very much pro-atheist, rather than anti-religious. This is in stark contrast to the beliefs of some 'all-or-nothing,' religious groups. The message itself, and the format it appears in, is a signal of the times we live in.According to the BHA`s website; nearly 40% of British people do have any kind of religious views. The BHA campaign for the rights of people to live in a democratic, equal world, with mutual respect regardless of religion, colour or background. This campaign for them, is a way to get this message across.