Nothing succeeds like success and they should perhaps bear in mind that atheist campaigns enjoy the significant advantage that atheism in the population at large (not speaking personally) tends to follow education, i.e. well-educated people are more likely to be atheist and also tend to have the highest incomes. I think this fact might be contributing significantly to the success of the ABC.
Still in the case of the Jesus Bus perhaps god will provide and make up any shortfall.
Imitation is the sincerest form of flattery. Religious people can't be inventive, so they ape the other team's campaign.
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