Slogan Doctor: Atheist Campaign - 'There's Probably No God ...'

The slogan 'There's probably no God. Now stop worrying and enjoy your life', which adorned the side of 800 buses in the UK earlier this year and has been imitated around the world, was coined by comedy writer Ariane Sherine in the Guardian.

by John Morrish
Last Updated: 31 Aug 2010

A riposte to bus-borne Christian propaganda, it was controversial from the start, not least with Sherine's own side, some of whom saw the 'probably' as a cop-out. Influenced by the old Carlsberg slogan, she seems to have thought the word was essential to avoid the attentions of the Advertising Standards Authority. As it was, the ASA received 326 complaints but declined to investigate, saying the slogan was a matter of opinion. The 'probably' aligned the sentiment with celebrity atheist Richard Dawkins, who states that to assert God's non-existence would be a matter of faith rather than reason. The flabby slogan seems designed to reassure those who worry about whether God exists or not - a small group in our polarised times. Probably.

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