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I don't think it's as much a call for theists to become atheists as it is a rally for closet atheists. It seems a simple enough idea, rallying atheists, but "atheist" describes what one is not instead of what one is, so organization seems difficult.
A better way to rally atheists, in my experience, is with the issues. Imagine a billboard showing an actual page from a science textbook that includes intelligent design or creationism. The billboard can say "Some religion isn't harmful, but some is. Think for yourself." Like Snowy said above, the insinuation that all religious people are troubled by religion seems dishonest. Some are, some aren't. Making sure to build into the message that it's only some religious people that atheists might have a problem with would go a long way. Honesty, after all, is a moral that theists and atheists can share.
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