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The content might make some readers a little squeamish/angry/indignant, but the methods described in this article are, I think, worthy of note.

The article by Kevin Sullivan in today's Washington Post describes a plan hatched by writer Ariane Sherine, and later endorsed by the British Humanist Society, to respond to Christian-themed advertisements on London buses that talked about the fiery fate of nonChristians with an ad campaign featuring slogans such as "There is probably no god. Now stop worrying and enjoy your life."

Before the angry emails and comments start flying, I'm not writing this post about the merits or demerits of Christianity, humanism, atheism, or any other set of beliefs. I admit, the audacity of the slogan caught my eye and made me read the story, but if it was just the work of an organization, I wouldn't consider it particularly noteworthy.

What is interesting is that it is a campaign that was planned and then grass roots funded. They came up with the idea, the slogan, the look, and the placement plan, and said: "Here it is, if this is something you would want to support, send us a donation and we'll make it happen."

I think the traditional model is (1) conceive of the need or write the case, (2) solicit donations, (3) create campaign based on donations received. By creating the campaign first, it's a more powerful ask.