I don't consider this really preachy. They know that nobody is going to be converted simply by looking at such a billboard, but if it does create dialogue, that's a positive thing. The ultimate goal should be to educate people as to what atheists are about, not to convert them.
Though the message of this poster does nothing to counter the perception that atheists are hedonistic. A moral code can be just as important to atheists as it is to religious folk.
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