I’m sure that most of you have been directed to a JustGiving page. Whether it is to sponsor a marathon happy colleague or misguided pal who, regardless of a diet consisting mainly of beer and fags, believes that swimming from Blighty to France is a grand idea. However, the site isn’t just about individuals and when the Atheist Bus Campaign set up a page for donations the response was way beyond anything they expected.

Needing a mere £5,500 to plaster thirty buses for four weeks with the slogan, “There’s probably no God. Now stop worrying and enjoy your life” they achieved their target 10 hours after launch. This was doubled to £11,000 by campaign supporter Professor Richard Dawkins, author of The God Delusion. It didn’t stop there though. At time of writing the Atheist Bus Campaign’s JustGiving page is just short of £93,000.

Ariane Sherine, the catalyst behind the campaign, has written on the Guardian Blog about the reaction, and for all the details that led to it, go here. Once again the power of an idea, given a tool within Social Media leads to triumph. I love it when a plan comes together.