Point and Counterpoint

Over the past few years we’ve been hearing an increasing number of stories about atheist groups renting billboards claiming that there is no God and they’re all doing fine without one. A lot of religious people seem to take these as a direct attack against them, or at least against the institutions they belong to, while the atheists themselves see such messages as a counter-attack against all of the religious billboards, radio spots, television commercials, bus benches, movie trailers, and propaganda pamphlets (to call them by their right name) that most major religions spread around. Consequently, neither side seems to understand why the other side is mad at them – the atheists see their ads as nothing more than a demand for equal time (in the sense of publicly proclaiming their beliefs, just the way the religious advertising does), while the religious groups believe that the atheists are trying to destroy them (and in extreme cases, to turn the entire world over to the demonic forces of the Adversary) and everything they hold dear, and must be stopped at all costs. In at least one case, literally…

A story being reported by the Fox affiliate station in Dallas tells about how an anonymous group of “pastors and businessmen” has hired a number of mobile billboard trucks, equipped with Christian advertising messages, to follow the Dallas city busses that carry the atheist billboards around. I don’t know enough about advertising to say for certain if this campaign is likely to be effective; as a strategist, however, I can see at least three problems with the idea. First, the mobile billboard trucks are calling far more attention to the atheist billboards than they would ever have gotten on their own. Second, a lot of people don’t like mobile billboard trucks, religious advertising, or being proselytized in the first place; combining all of these things into a single event seems ill-advised. And third, who on Earth do they expect to influence with such a gesture? Anyone who is likely to convert to their particular brand of Christianity because of a proselytizing billboard has almost certainly already seen one, and the atheists already dislike efforts to convince them of the error of their ways, so directly attacking their advertising seems particularly useless. And that doesn’t even address the fact that this gesture directly contradicts mainstream Christian ethics in the first place…

Consider, for a moment, the huge amount of money that these billboard trucks are costing the consortium every hour they are on the road. Then ask yourself, how many poor people could be fed, clothed, sheltered, healed, medicated or educated with that amount of money? More to the point, perhaps, what is more likely to convince someone that your beliefs have meaning, the fact that you fed them when they were hungry and cared for them when they were sick because your faith demands that you treat all people as your brothers and sisters, or the fact that you hired a large diesel-powered billboard to shout down someone whose beliefs differ from yours?

Some years ago, the great American musician and folk singer Cheryl Wheeler wrote (of evangelical Christians of her acquaintance) “If the Lord is telling you what to do, that’s great. If the Lord is telling you to tell ME what to do, we’re going to have a problem!” To date, this remains the most sensible thing I have ever heard anyone say on the subject of religion in general and evangelicals in particular. For all you or I know, the Dallas consortium may be absolutely correct in both their beliefs and their interpretation of what their creator wants them to do; it might even be that renting those billboard trucks will get every one of them a free ticket to Heaven and ten free games of skeeball when they arrive. But in terms of civility, freedom of speech, freedom of religion, tolerance, or even the ethical structure of the very religion they claim to be champions of, this is nothing more or less than a diesel-powered entry in our Race to the Bottom…