According to Times Online,
"The two children chosen to front Richard Dawkins’s latest assault on God could not look more free of the misery he associates with religious baggage. With the slogan “Please don’t label me. Let me grow up and choose for myself”, the youngsters with broad grins seem to be the perfect advertisement for the new atheism being promoted by Professor Dawkins and the British Humanist Association."
"Except that they are about as far from atheism as it is possible to be. The Times can reveal that Charlotte, 8, and Ollie, 7, are from one of the country’s most devout Christian families"
"A spokeswoman for the BHA admitted that the images had been taken from a photo website, and said it was unaware of the religious beliefs of the young models."
Also a valid point was made in a follow up article. "It’s a fantasy to imagine that children can be raised in a philosophically neutral environment without some dominant world-view."
"Contemporary secular humanists are largely unable to explain to children why their freedom and autonomy have any significance, why their life has any meaning – and this is why the exaltation of freedom proposed in this poster feels a bit hollow. If you really want your children to be free, you need to tell them why their freedom matters, and help them appreciate some of the values they might pursue. And to do that, you need to use at least a few labels."
Forcing Dick's agenda on children is dogmatic as any religion out there. From a Washington Post article "The American Humanist Association has a real problem with the public expression of religion. Yet, it's website says the organization is celebrating "a new kind of holiday tradition." The AHA is holding "the first-ever nation-wide humanist holiday" to "promote the humanist movement and our ethical life philosophy." The organization has its own philosophy, holidays, and is on a proselytizing campaign to convert others to follow its belief system......sounds a lot like a religion to me."
Atheism is a religion indeed.