I used to think the controversial posters were only introduced this December and so that's why they're widely discussed. But later when searching for more information I found that the similar campaigns have been launched by the Church every Christmas for several years already.
You can see posters from the previous years by following this link (click the pics to zoom in).
I am personally an atheist but I can appreciate this liberal attitude, especially as that seems to be not a random probe but rather a shaped strategy. So many other religious institutions should take a note.
P.S. Noticed there are our reflections at the photo above. In case you're wondering, they're not a part of the composition!