Riding along Highway 6 &50 you might have seen this billboard message. It reads “Axial tilt is the reason for the season” and is paid for by Western Colorado Atheists.

Founder of the group Anne Landman says it celebrates the solstice and gives minority groups a voice.

“[It’s] winter solstice at this time of year, which is the shortest day of the year. It’s the point after which the days start getting longer as we head back towards summer,” says Landman, “There’s just a growing proportion of people who don’t follow that religion. The population of people in the United States who don’t identify with any organized religion and who identify as atheist agnostic or none of the above is now at about 26%,”

But some Christian groups feel that the signage doesn't have the same effect. Lead Pastor with New Horizons Foursquare Church, Andy Lovelace, feels that it doesn’t necessarily help the conversation.

“There’s not really a feeling of offense or shock,” says Lovelace, “But when you put it in perspective there’s about two billion believers around the world. That’s a large group that believes what some would say is a fairy-tale,”

Landman says her group ran the exact same ad back in 2015 and that they have posted similar messages in the years in between. Last year they posted an ad reading “Make Christmas Great Again ...Skip Church!".

“You see more diversity within the community. I do think it’s important that Christians understand that, and that we not be myopic in our viewpoint that everybody believes exactly the same as us, because that’s not true,” says Lovelace. “Fortunately in our country and our community there is freedom for this type of expression,”

"A lot of people are afraid to make it known that they don't believe in God, that they fear retaliation on the job or from their families," says Landman.

The billboard went up on the 21st and will be there until the 27th.