Mission organisation HCJB Global changed its name to Reach Beyond to reflect its renewed commitment to reaching people all over the world with the gospel of Christ.
The ministry has been sharing the good news of Jesus for 82 years and has always been passionate about doing so in places where the gospel has not yet penetrated. It works with organisations in more than 100 countries and equips partners in more than 120 languages and dialects, with a particular focus on regions where less than 2 per cent of the population are Christian.
Reach Beyond now hopes that its new name will encourage and challenge Christians to join in going beyond their self-imposed limitations in the name of Christ.
"The new name is much more than a brand change," says president and CEO Wayne Pederson.
"Reach Beyond is a reflection of our ministry DNA. It's about doing whatever is necessary to reach those who have never heard the name of Jesus.
"In essence, it's a call to Christians to reach beyond their comfort zones and challenges them to actively participate in making Christ known among the nations."
Reach Beyond's ministry is twofold. Using the mission statement 'The Voice and Hands of Jesus. Together', it works with partners to use radio and other media to share the gospel - the voice - while health care initiatives such as mobile clinics, counselling and clean water projects show the love of God in a practical way - the hands. There is an express commitment to equip local people and churches to respond to the needs of their own communities.
"For more than 80 years our missionaries and partners have boldly been going to places where people have never had the opportunity to experience the love of God," explains Pederson.
"But now is the time to accelerate and multiply these efforts ... With all the technology, knowledge and experience available to us today, there is no reason why we can't make Christ known to everyone on the planet."
The team are hoping that their supporters and other like-minded believers will also renew their own commitment to share the love of God with those in their own communities as well as across the world.
"We hear it every generation, but perhaps it's more true now than ever," Pederson said. "We are at a pivotal time in our history. We have the means and ability to spread the message of Jesus to everyone who is alive today.
"Reach Beyond wants to be on the forefront of this new gospel era."