The initiative launched by a group called the National Secular Society (NSS) follows atheist campaigns here and elsewhere, including a London bus poster which triggered protests by proclaiming "There's probably* (emphasis mine) no God."
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The bus-side posters that hit London in January sported the message: "There's probably no God. Now stop worrying and enjoy your life."
*I'm not sure how comforting I would find the assertion that there is probably no God, but whatever... I find it terribly ironic and hilarious when people say that religion, particularly Christianity, is the opiate of the masses.
As Dinesh D'Souza points out in What's So Great About Christianity, it is atheism and atheists that engage in wishful thinking and self-deception convincing themselves that no God exists. If Christianity, for example, were an opiate, why would the peddlers have included the doctrine of Hell? Or the most rigorous, demanding moral standard of any religion?