Be careful what what you wish for when you advertise. Your campaign may have unintended consequences. And from little things big things grow.
From this small beginning the Atheist campaign has spread around the world with similar campaigns being run in the USA, Canada, Italy, Spain, Australia, Finland, Germany and New Zealand.
It has even given birth to a billboard campaign to promote Atheism in schools throughout England.
Do you plan around unintended consequences and maybe more media coverage about your ad campaign than you expected? How do you leverage the halo media effect?
Postscript: If you check out the Atheism NZ twitter feed you can catch up on the conversation I've been having with them.