Atheists should not be embarrassed to make sure that they are publicly seen doing good things. This is because misguided or misinformed theists constantly spread the lie that atheists are selfish nihilists who don't care about anybody or any thing. That belief harms good, decent people, not just atheists, but also their families and friends.
MORE: http://www.patheos.com/blogs/friendlyatheist/2013/09/23/southern-california-atheist-group-helps-to-clean-up-a-riverbed/