Image credit: Scott Jacobsen.
Scott Douglas Jacobsen is the publisher of In-Sight Publishing (ISBN: 978-1-0692343) and Editor-in-Chief of In-Sight: Interviews (ISSN: 2369-6885). He writes for The Good Men Project, The Humanist, International Policy Digest (ISSN: 2332-9416), Basic Income Earth Network (UK Registered Charity 1177066), A Further Inquiry, and other media. He is a member in good standing of numerous media organizations.
Roslyn Mould was Secretary and Chair of the International Humanist and Ethical Youth Organization (IHEYO) now Young Humanists International’s African Working Group from 2014 to 2019 and a Board Member for Humanists International from 2019 to 2023. She was a member of the Humanist Association of Ghana since it was founded in 2012 and held several positions, including President of the group from 2015 to 2019. She is the Coordinator for the West African Humanist Network, an Advisory Board member of the FoRB Leadership Network (UK), a Board member for LGBT+ Rights Ghana, and President of Accra Atheists. She holds a bachelor’s degree in Linguistics and Modern Languages. She is currently the First African Vice President of Humanists International.
Scott Douglas Jacobsen: Today, we are here with Roslyn Mould, the Vice President of Humanists International, and the President and Founder of Accra Atheists. We will discuss a topic that is very popular among atheists, Humanists, and activists in their campaigns: billboards. I am not sure why this has become a trend, but when these billboards go up, people seem to feel very proud of them.
The Canadians have had their own, and the Americans have put up several, depending on the group. What inspired this initiative? Who came up with the original idea? Who is the founder?
Roslyn Mould: That would be me. It was sometime in 2019, though I do not remember exactly where the idea originated. I was thinking about how we could promote humanism more effectively. In Ghana, especially regarding religion, any major event—whether church-related, entertainment, academics or sports—is advertised on billboards. If an international event is happening, everyone knows about it because it is prominently displayed.
It is not just on television; it is on billboards. Seeing this, I realized that although humanism is recognized in over 100 countries, many people still do not know about it. We keep discussing how little awareness there is, yet, I realized that when we hold major events like General Assemblies and the World Humanist Congress events of Humanists International, not a single person outside our circle of participants and invited guests seemed to know about it. Nobody was aware we were even there.
After these events, it always feels like we preach to the choir. We hold discussions, but they remain internal, with little external outreach. So, who exactly are we reaching if we claim to be promoting humanism? That was the question that came to mind.
Why not use billboards to spread the word? It is one of the easiest ways to let people know that a community exists. It seemed like a natural step forward.
Anyway, I felt it was time to put the message out there—not only to make our group more visible but also to normalize atheism. If we see billboards for all sorts of beliefs and causes, why not for humanism and atheism? People should know that atheism exists and that it is a valid worldview.
For the 1% of Ghana’s 32 million steadfastly non-religious citizens, this could be a way to let them know that a community exists for them, a place where they can meet like-minded individuals. That was the core of the idea.
Around the same time, the Freedom From Religion Foundation (FFRF) discovered my work and invited me to interview on their radio show. Later, I met Dan Barker and Annie Laurie Gaylor in Iceland. The following year, they invited me onto their TV show.
During our discussions, they asked about my vision and the activities I was involved in. One of the things I mentioned was the billboard idea. They immediately expressed interest, saying they had done something similar and would love to support the initiative. I told them I would return to Ghana and assess the project’s feasibility. At the time, the Humanist Association of Ghana was not ready, and then COVID-19 happened, delaying everything.
So, that is basically how it came about. They did not hesitate to support the idea, but I wanted to ensure we knew exactly what we wanted to put on the billboard. We needed consensus on the message, a plan for implementing it, and an assessment of whether it would be effective before we could send an invoice and confirm their willingness to fund it.
Then, after everything happened with COVID-19, I was not getting much support from within Ghana. So when I started Accra Atheists almost five years later, I contacted them again to see if they were still interested. Once again, they did not hesitate.
Annie Laurie Gaylor and Dan Barker got back to me immediately, saying I should let them know the cost. I approached a few companies, and one of them provided a list of prices. I sent it to them, and they reviewed the options. They asked, “Which one do you want? I could hardly believe it.
Before I knew it, the organization had paid. We had the billboard. They even helped by providing a graphic designer from the US. After several weeks working on it with Peter Dankwa of the Humanist Association of Ghana, I finally found a professional here in Ghana and eventually, we got everything completed.
It is just incredible to see the billboard live in the city—the first atheist billboard in Africa’s history—and I cannot believe this actually happened. It is exciting.
Jacobsen: Please encourage others in Uganda, Malawi, Tanzania, South Africa, Zimbabwe, or Nigeria, etc., to launch their billboards as part of a region-wide campaign.
Mould: Yes, my vision was never just for Accra Atheists in Ghana. The goal was for others to follow suit.
It has only been a bit since the billboard went up, but we have already seen a lot of buzz and engagement on social media. We expect even more traction in the coming weeks; our numbers will grow. Then, we can conduct an impact analysis to assess what effect the billboard has had on our organization as an atheist community.
I hope to share this information with other African and international organizations, especially Humanists International. My ultimate vision is for every Humanists International member country to have a billboard.
We are active in over 60 countries, and if each of those countries had a Humanists International billboard, people would start recognizing us everywhere. Someone could say, “I saw one in London,” or “I was in Canada, and I saw one in Alberta or Toronto.” Then, another person might say, “Oh, I saw one in Paris,” humanism would soon become widely known. More people would learn about Humanists International, and the conversation would grow, inspiring others, increasing our membership, and helping people feel more comfortable coming out as atheists.
I know that was one of the things that helped me. Attending just one conference gave me the courage to come out—not just because I met Ghanaian atheists like myself but also because I met other African atheists. That alone was inspiring.
It is incredible how something small can escalate and expand into something bigger than I had originally envisioned. That is the idea. I also hope collaborations will happen.
For example, the Freedom From Religion Foundation (FFRF), based in Madison, Wisconsin, has sponsored an organization in Ghana, Africa. So, what is stopping Humanist Canada from supporting a group elsewhere in Africa, Asia, or Latin America? What is stopping Humanists UK, American Humanists, or American Atheists and other European groups from doing the same?
If we all had billboards in our respective countries—especially in places where we are a minority—it would significantly amplify our impact and help accomplish much of the work we aim to do.
Yes, you have to sit back and relax while people come to you rather than putting yourself out there and potentially putting yourself at risk. We are hoping that this happens, and I know it could cause an uproar because, eventually, religious organizations will feel threatened by the fact that people think it is acceptable to leave the church.
For the longest time, people have been convinced that atheism does not exist, that you cannot be an African and not believe in something. That belief is deeply ingrained. It is a very subtle but important point because I often hear, “Oh, you are an atheist? No, I do not think you are an atheist. I think you believe in something.” That is what people tell you, even when you clearly state that you do not believe.
Jacobsen: Well, you are being gaslit.
Mould: They try to conflate things and dismiss atheism entirely. That is why this billboard could go a long way in creating awareness—without putting people’s lives or livelihoods at risk by forcing them to expose themselves as atheists.
A billboard with a simple message and some images could let people know that a community exists. As you can see, we did not include a telephone number on the billboard—only social media handles. This allows us to control our social network, screen those who reach out to us, and ensure we feel safe before engaging with them.
Jacobsen: I want to add a point that is rarely discussed but is unique.
Mould: I am listening.
Jacobsen: One thing that I think is not talked about enough but is very unique is the African context. Not every country is the same, of course, but if you look at the work of Leo Igwe against witchcraft accusations and his advocacy for humanism, your work in advancing atheism in Ghana, or Mubarak Bala’s work as an ex-Muslim, there is a pattern.
If you compare this to Middle Eastern atheists, for example, they are mostly combating a single ideological system—Islam, in its various forms. In North America, atheists primarily push back against politicized Christianity, especially hardline Catholicism and evangelical movements.
But in Africa, the situation is very different. It is as if African Humanists are carrying the weight of three different ideological systems at once. It is like that old Greek myth of Atlas, who carries the world on his shoulders. African atheists and Humanists are simultaneously confronting:
Arab colonialist influence through Islam.
European colonialist influence through Christianity.
Traditional superstitions and indigenous beliefs existed before colonization and persist today.
It is an enormous challenge, and that is what makes the African case so unique. There, atheists are not just fighting against one ideological system—they are combating all three simultaneously.
Mould: Our approach can be effective even when considering blasphemy laws in various countries because it is not provocative. The billboard does not attack religious beliefs. Instead, it asks a simple question:
“Don’t believe in God? You are not alone.”
It simply communicates that a community already exists. This is different from the more militant or confrontational atheist billboards seen in some Western countries, where they often ridicule religion or directly challenge religious people. That kind of approach would not work here.
For example, a more aggressive message would provoke a strong backlash in Ghana. Our goal is to make people feel safe and welcome. We are not announcing that there is no God—we are simply saying that if you do not believe in God, you are welcome here.
This messaging also creates a buffer against those who might try to suppress us. Since we are not attacking any specific religion or belief system, it makes it harder for authorities or religious groups to justify clamping down on us. We are simply existing in our own space.
This strategy is also flexible. The billboard does not need to feature only people from one specific country. It can include faces from different regions, showing that atheism is not isolated to one place—it is a global movement.
We have Dr. Leo Igwe on the billboard. He is Nigerian, and he is already open about his atheism. So, for those who are open and willing to be on the billboard, there is no need to limit ourselves to just the people we know. We also do not need to blur faces or hide identities. It is a method of promoting humanism without putting one’s life at risk. That is how I see it, and that is why I believe it will help many people.
As the Coordinator for the West African Humanist Network, my dream has always been to expand beyond Ghana and Nigeria. I want to focus on other countries within West Africa where no Humanist groups currently exist. The goal is to find individuals and organizations interested in humanism. If they do not have an organization, we can help them establish one and introduce them to Humanists International so they can become official members.
That is the larger vision—eventually putting billboards up in each of the 16 West African countries. Hopefully, this will inspire more people. Harrison Mumia, President of Atheists in Kenya, has expressed great interest in doing the same in Kenya and also others in Nigeria and South Africa.
Jacobsen: Get him as much media exposure as possible. He is very, very good.
Mould: Yes, we are going to take full advantage of media attention. Whether the coverage is positive or negative, it is still visibility and publicity, and we welcome it. This is a historic milestone, and everyone involved in making this happen is incredibly excited.
Jacobsen: I also want to highlight an important point that you touched on. It is crucial to consider the regional and cultural context when planning activism. For example, in Nigeria, strategies differ depending on whether you are in the Muslim-majority North or the Christian-majority South. The challenges and approaches needed in each region are different.
Looking at global trends in atheism and humanism, we see that in the 2000s and 2010s, much of the focus was on militant and New Atheism, primarily in North America and parts of Western Europe. That strategy was relevant for its time. However, activism has to evolve with the times and must always be tailored to each region’s specific cultural and historical context.
Leadership is seasonal—leaders come and go. People make mistakes, movements shift, and priorities change. Many figures who led the North American wave of atheism have faded from influence, and new voices must step up. Movements must adapt as circumstances change. That is why strategic flexibility is critical. Activists need to choose approaches that are appropriate for their region and their time while also considering personal safety.
I like your idea of avoiding militant atheism in that context. The more confrontational approach often comes across as aggressive, like someone is trying to force others to abandon their beliefs. Even if that is not the intended message, that is how many religious people perceive it. The billboard strategy, however, takes a different approach. It acts as an invitation rather than an attack. It subtly encourages people to question their beliefs, making them curious rather than defensive.
Since we believe in freedom of religion and belief, we do not focus on attacking religious people. Instead, we are deeply aware of how many people live under coercion—whether through family pressure, cultural expectations, institutional barriers, or legal restrictions. Many individuals privately reject religion but feel trapped due to social and familial constraints.
The billboard sends a simple message: You are not alone. It reassures people that there is a community waiting for them.
Mould: There are very few safe spaces for atheists, especially in West Africa. For a long time, Humanist organizations have been very internal, which means that outsiders have no idea they even exist.
If your family hears that you are attending meetings with a Humanist group but does not know what humanism is, they will speculate. In many cases, they assume it is something mysterious or even dangerous. I have personally seen this happen—people are accused of being in a cult or part of some secret (occult) society. The ignorance surrounding humanism fuels fear and misinformation.
So, if we claim to promote humanism but have never had a billboard in Africa, then what have we really accomplished? Visibility matters. If we want people to take us seriously and understand who we are, we must make our presence known.
humanism should be visible at all times so that people know what it is. But right now, we constantly have to explain what humanism means. Because it is not widely recognized, even within the Humanist community, people come up with their own definitions of humanism.
This leads to debates: Are Humanists this? Are Humanists that? Some say Humanists are religious, and others say they are not religious. This confusion exists because there is so much mystery surrounding humanism.
But it should not be mysterious at all. It should be well-known and clearly defined. This is not just a challenge for Africa or Asia—it should be addressed globally.
If we organize Humanist events, people should know about them. There should be media coverage. humanism should become common knowledge so that when someone says, “I am a Humanist,” the response is, “Oh, really? You are one of those?” instead of, “What is that? What do you do?” We should not feel ashamed of being Humanists. There should be no hesitation or embarrassment.
Additionally, raising awareness about humanism makes fundraising easier. If people already understand humanism and what Humanist groups do, they can relate to the cause. However, it becomes difficult when we try to secure funding outside the Humanist community because people do not even know what humanism is or what Humanist groups do.
That is why visibility matters. There is also a reason why we explicitly named our group Accra Atheists—even though it is fundamentally a Humanist group. We wanted to make it unambiguous. We did not want people to misinterpret us as a religious or spiritual freethinking group.
No—we are a group for atheists and agnostics. It is as simple as that. Both atheism and humanism share a core principle: rejecting supernatural ideas. That is the defining factor. We should not sugarcoat it or beat around the bush.
humanism does not need to sound religious or be connected to religious traditions. It is not. We need to clearly communicate that message. People understand this within the Humanist community. But outside of it, humanism is too open to misinterpretation. It is time to end that confusion.
Jacobsen: Yes, I know you have previously commented that what is often called spiritual humanism is a poor interpretation of secular humanism, right?
Mould: Exactly.
Jacobsen: From a practical standpoint, when discussing humanism, we typically say humanism. However, for those reading this, if you ever encounter someone implying a form of spiritual humanism, it is important to emphasize secular humanism in that conversation. That way, they understand the distinction. But generally, we should say humanism—it is not complicated.
Mould: Yes, and even when we capitalize the H in humanism, it is supposed to imply secular humanism automatically. That should be the default understanding. We should not have to differentiate ourselves between different subcategories. If someone says they are a Humanist, people should automatically assume they are a secular Humanist—not something else.
That should be the mainstream definition, and any other interpretation should be considered fringe. This is exactly why we need to make humanism visible. Hence….. billboards!
Jacobsen: I agree.
Mould: Yes.
Jacobsen: So, for anyone interested in launching a billboard campaign, what is your three-step process for making it happen?
Mould: The first step is to find a funding source if you can’t afford one
The second step is accountability. You must provide transparency if an organization is willing to donate or sponsor the campaign. You should approach at least two or three advertising companies that can offer the service. Then, you need to justify why you select a particular company and the impact the billboard will have.
For example, the company we selected provided statistics on how many people would see the billboard daily and the impact it would generate. This data was crucial because we could pass it along to our donors to show them why this investment was worthwhile.
I was a bit nervous at first if any company would have been tolerant enough to accept to put it up but I am glad we found open-minded people in the advertising company we chose and also the professional Graphic designer who finished the design although they are all Christians.
The third step is to hire a proper graphic designer. The design should be modern, professional, and clear. It should communicate all the key ideas without cluttering the message.
If you overload a billboard with too much information, it becomes confusing and leaves room for misinterpretation.
For example, on our billboard, we clearly defined what our group is and the values it represents:
This makes it immediately clear what our group stands for.
We also wanted to ensure that people understood that Humanists are ethical, compassionate, rational, and freethinking individuals.
So, when designing a billboard, it is essential to include enough information to make your message clear but not so much that it becomes overwhelming or ambiguous.
Jacobsen: That sounds like a solid approach.
Mould: Yes.
Jacobsen: Awesome. Lovely talking to you again. Thank you.
Mould: Thank you. I appreciate it.
Image Credit: Peter Dankwa and Roslyn Mould.