In 2012 the charity BibleLands changed its name to Embrace the Middle East.
We chose Embrace the Middle East because it described where we worked and we felt it reflected our Christian calling to welcome the stranger, feed the hungry and help the homeless (Matthew 25).
“We also felt that 'embrace' was a very Biblical concept, one that invoked the inclusiveness that goes to the very heart of the Gospel. One paraphrase translation of Jesus’ comments in Mark 9:37 reads: "Whoever embraces one of these children as I do embraces me, and far more than me - God who sent me." The cross at the centre of our new logo emphasises our confidence as a Christian charity.
Research showed that our previous name, BibleLands, conjured up an old-fashioned image and led people to believe that we distributed Bibles or were an overtly evangelistic charity. Indeed, we were often confused with the Bible Society. While all of us at Embrace believe in the importance of the word of God and its dissemination, distribution of Bibles is not part of our charitable purpose, and therefore not something we do.
Supporters, staff and trustees understood the need for a name change, the need for our charity to move with the times and to reach out to new generations of donors, so that our ministry in the Middle East could be even more effective. Although many supporters were very attached to BibleLands, they saw a name change did not reflect a change in our work, and that our ministry of Christian care and compassion in the lands of the Bible would continue - stronger than ever.”
See more at: http://www.embraceme.org
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