Folks driving on Interstate 25 past Venetucci Boulevard in Colorado Springs starting today are in for an usual holiday message: “Atheist Christmas, the More the Merrier.”

American Atheists chose that billboard over another design the national organization for the separation of church and state is using in other cities this holiday season: “Make  America Great Again” it says in all caps on a red background, adding in script “Skip Church!”

Billboards will be up in Colorado Springs and other cities throughout December.

“It is important for people to know religion has nothing to do with being a good person, and that being open and honest about what you believe-and don’t believe-is the best gift you can give this holiday season,” David Silverman, president of American Atheists, said in a statement. “More and more Americans are leaving religion, but we still have work to do when it comes to fighting the stigma many atheists face.”

The organization is touting a Public Religion Research Institute survey that indicates about a quarter of Americans and almost 40 percent of young people identify as atheist or non-religious.

“The primary message of this campaign is to encourage non-believers to be honest about what they believe (and don’t believe!) and to start the conversation about what is really important during the holidays, namely spending time with and caring for your friends, family, and loved ones,” Nick Fish, a spokesman for American Atheists said in an e-mail.

He said the only way to remove the stigma for those who aren’t Christians is to show atheists to be “the same kind, loving and compassionate people they’ve always known us to be.”

American Atheists was founded by Madelyn Murray O”Hair in 1963 and has been on the forefront of keeping religion out of public displays, including an unsuccessful court fight to remove a cross formed by the wreckage of two steel beams in the World Trade Center at the  National September 11 Memorial and Museum.