The campaign is timed to coincide with the Freedom From Religion Foundation’s annual convention, which is being held this year at the Madison Concourse Hotel Oct. 29-30. The ads are already up on 13 Madison Metro buses and appear on a rotating basis on a digital billboard on the Beltline, near Rimrock Road. A billboard located at East Johnson Street and Fordem Avenue will also feature the ads and serve as a welcome sign to the some 700 people coming to town for the foundation’s convention, says Gaylor.

The foundation plans to expand this ad campaign to other states, just as it has done with similar campaigns. Since October 2007, the group has run ads in more than 25 states and in more than 50 cities, says Gaylor.

Response in Madison has usually been low key but Gaylor has relished the controversy the ads have generated elsewhere. In Chambersburg, Pa., the group’s "Imagine No Religion" sign sparked outrage from a group called, "In God We Trust," which responded with its own billboard reading, "Why Do Atheists Hate America?"