Toronto commuters are already asked to question their cell-phone plan and sexual performance. In two weeks, they’ll be challenged on existence of God, too.
The TTC will begin posting advertisements reading, “There’s probably no God. Now stop worrying and enjoy your life.”
The campaign, funded by the Freethought Association of Canada and individual donations, aims to advance public dialogue on secularism and society.
“We want to raise awareness of atheism and give atheists a place at the table when it comes to social discussions,” said Chris Hammond, who heads the Canadian campaign.
Last June, The Guardian humour columnist Ariane Sherine saw a London bus advertisement with a Bible quote informing non-Christians they would “spend all eternity in torment.” Sherine wrote a column suggesting readers donate five pounds each for a counter-campaign. A political blogger approached her to start the fund, prominent atheists signed on, and donations poured in.
Since the January launch in the U.K., similar campaigns have started in Spain, Italy, and Australia.
Hammond, a York University political science student, started a website before approaching FAC for support. Although $7,000 by May was the initial fundraising goal, $34,000 came in just over two weeks.
Not surprisingly, the ads have seen a mixed response.
“It’s interesting that they equate God with worry. I would argue people of faith would say the opposite; that faith in their life brings them joy, peace, hope,” said Neil McCarthy, director of communications at the Archdiocese of Toronto. “[The advertisements] will likely prompt discussion around faith and personal beliefs. Done respectfully, this can be a very healthy thing.”
Anita Bromberg, a legal counsel for B’nai Brith Canada, took a less benign view. “I don’t get the point and wonder why they wasted their money. The majority of society questions God’s existence daily,” she said. “Religion gives moral values. I’m not sure if this campaign’s helpful in building an inclusive, respectful society.”
Ronald de Sousa, a philosophy professor emeritus at U of T, called the campaign “an amusing, provocative, and timely response to sanctimonious tip-toeing around religious belief which most people seem to feel it’s polite to indulge in.”
“It’s not really an attack on people of faith,” said Yusuf Badat, executive director of the Canadian Council of Muslim Theologians. “We live in a democratic society and see many things we may not be comfortable with. Everyone is entitled to their own view. When people who firmly believe in God look at these ads, it reinforces their own faith.”
Despite some endorsement, there have been setbacks.
“One of our campaign workers has received death threats that she’ll be beheaded in the name of Allah,” said Hammond.
Charles McVety, president of Canada Christian College, criticized the campaign as an “attack [on] what other people believe.”
Hammond said people like McVety “don’t realize that advertising isn’t a one-way street. If they can run their religious advertisements then we have every right to advertise a non-belief advert.”
The ads will appear on buses, downtown streetcars, and along the Yonge-University-Spadina subway line. The campaign is targeting Calgary, and tackling a Halifax transit rejection.
Last weekend, the United Church of Canada launched national print advertisements asking readers to choose between the original message and another one: “There’s probably a God. Now stop worrying and enjoy your life.” Readers can vote in an online poll.
