As in any self-respecting advertising, the message promises good times ahead in return for embracing its product. But whether assuming a more materialist point of view toward things metaphysical will alleviate worries, as the slogan promises, depends on how you feel about the absence of a transcendent moral structure and a vast nothingness awaiting you in death. One thing's for sure, however, and that's that the campaign has kicked up a controversy within the U.K. chattering class.
Stephen Green of Christian Voice used the campaign to take aim not only at godlessness but bendy-buses, the much-maligned, often ablaze and soon-to-be-retired mode of urban transportation. He told the BBC: "Bendy-buses, like atheism, are a danger to the public at large."
Even so, the BHA exceeded its fund-raising goals, showing that there's more than a little interest. Two sets of 30 buses will carry the signs for four weeks, according to the BBC, and the buses will also have posters on the inside. If there's enough funding, he BHA might also extend the campaign to Birmingham, Manchester and Edinburgh.