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BRITAIN: "THE SKY'S the limit for atheists, even if we don't believe there's anyone up there." That was the cheerful forecast of Atheist Bus Campaign creator Ariane Sherine this week after the successful launch of the campaign to counter religious advertising on London's transport system with the purportedly reassuring message: "There's probably no God. Now stop worrying and enjoy your life."

The comedy writer first suggested the idea "comment is free" to Guardian readers back in June after encountering a religious ad featuring a URL to a website warning non-Christians they stood to spend "all eternity in hell" burning "in a lake of fire".