The campaign was the idea of comedy writer Ariane Sherine, who’d seen some Christian bus ads with a link to a website with an unpleasant message. How unpleasant? Judge for yourself. I especially dislike the bit about God’s wrath if you reject him – 

You will be condemned to everlasting separation from God and then you spend all eternity in torment in hell. Jesus spoke about this as a lake of fire which was prepared for the devil and all his angels (demonic spirits) (Matthew 25: 41).

It’s staggering that people who can walk and talk and (presumably) tie their own shoelaces still believe in fire and brimstone in 2009.