(The Conversation) — Between Columbus and Cincinnati, Ohio, drivers pass a billboard on Interstate 71 that has achieved some internet fame. Since 2004, a black sign has risen from this flat stretch of highway declaring “HELL IS REAL.” The H in “Hell” is painted in red, a color Christians have long associated with sin and Satan. The developer who erected the warning, Jimmy Harston, has similar signs scattered across the Midwest, including ones that ask, “If you died today, where would you spend eternity?” For years, this confrontational sign was mostly a local attraction. But it gained wider notoriety when Ohio’s two Major League Soccer teams, Columbus Crew and FC Cincinnati, dubbed their 2017 matchup “Hell is Real.” The sign has now spawned TikTok content, T-shirt designs, mugs and decals. But it also reflects a genuine belief in hell held by a majority of Americans today, though the numbers are slipping. A 2023 Gallup poll found that 59% of respondents believe in hell, while 67% believe in heaven. The numbers for hell belief are far …