Photo by Shane Pope Richard Dawkins Dawkins at the University of Texas at Austin.

LONDON - The British Humanist Association (BHA) and Professor Richard Dawkins, author of The God Delusion, have cooperated to turn comedy writer Ariane Sherine's idea into reality - widespread atheist advertising. Sherine first proposed plans to give atheism greater visibility in June after seeing religious advertisements running on public transport. They promoted a website warning unbelievers that they would spend "all eternity in hell". At first, the campaign suffered from a lack of funding. It was later revived with the financial backing of Professor Dawkins who agreed to match donations dollar for dollar until the required sum of £11,000 was met. The BHA on its part is in charge of administration of the donations. Those in charge of the project are confident that the money will be raised. Said Hanne Stinson, chief executive of the BHA: "We see so many posters advertising salvation through Jesus or threatening us with eternal damnation, that I feel sure that a bus advert like this will be welcomed as a breath of fresh air. If it raises a smile as well as making people think, so much the better." "Religion is accustomed to getting a free ride - automatic tax breaks, unearned 'respect' and the right not to be 'offended', the right to brainwash children," Professor Dawkins said. "Even on the buses, nobody thinks twice when they see a religious slogan plastered across the side. This campaign to put alternative slogans on London buses will make people think - and thinking is anathema to religion."