It was initiated by Robin Elisabeth Cornwell, and is endorsed by Richard Dawkins, a prominent atheist.
[2] It encourages those who wish to be part of the campaign to come out and re-appropriate, in a humorous way, the social stigma that in some places persists against atheism, by branding themselves with a scarlet letter.
... there is a big closet population of atheists who need to come out.Cornwell has stated that the gay rights movement was a source of inspiration for the campaign.
[6] The campaign produced T-shirts, hoodies, bumper stickers, stickers, and lapel pins sold through Richard Dawkins's online store, with the proceeds going to the Richard Dawkins Foundation for Reason and Science.
"[8] In one video produced for the group, comedian and television personality Bill Maher urges atheists to be open about their religious skepticism, dismissing the Bible as a book "based on ancient myths.