The Dutch variation of the atheist bus campaign took place in March 2009. In the Netherlands, the advertisements with atheist slogans were not displayed on buses. Instead, the slogan was displayed for two weeks on an outdoor commercial billboard, located by the busy A4 highway next to Schiphol airport in Amsterdam.

The atheist ad campaign certainly was something new with its strong visual message displayed out in the open, and it did provoke some debate on the rights and limits of promoting religion and nonreligion in the public sphere. The campaign also fed into and blended with other ongoing discussions about the role and proper place of religion(s) and nonreligion in the Dutch society.

This chapter maps the atheist bus campaign in the Netherlands from the perspective of multiple secularities. I make use of the analytical model developed and applied to the Dutch context by Cora Schuh, Marian Burchardt and Monika Wohlrab-Sahr. They suggest that a shift in the cultural content and understanding of secularity is occurring in the Netherlands, and my aim here is to show how the Dutch atheist ad campaign and the ensuing discussion can be seen as manifestations of this development.