A coalition of eight atheist organizations will be placing ads throughout New York City's subway stations as part of an effort to raise awareness of the state's secular community.
The ads will feature the slogan, "A Million New Yorkers Are Good Without God. Are You?"
The month-long campaign will kick off October 26. It is "designed to raise awareness about people who don't believe in a God," the atheist group Big Apple Coalition of Reason announced.
The group also hopes to encourage "talking and thinking about religion and morality," as well as foster a sense of community among New York's atheist residents said Michael De Dora Jr., executive director of the New York Center for Inquiry.
John Rafferty is the president of the Secular Humanist Society of New York, another member group of the coalition. He insists the ads are "not poking fun at religion and not being outright nasty."
According to one estimate, New York is currently home to about 1 million atheists.
Metro Transit Authority reports New York City's subway system is one of the busiest in the world, accommodating over 5 million riders per day.
Last year, the American Humanist Organization launched a similar campaign during the holiday season in Washington, D.C., posting ads on the city's metro buses. Those ads read "Why believe in God? Just be good for goodness sake."