Church in Australia removes religious symbols and references to Christ as part of rebranding strategy

The Uniting Church in Australia is allegedly removing religious symbols and references to Christ from its advertisements as part of its rebranding campaign.

Some have interpreted the move as an attempt to distance itself from allegations of child sex abuse.

Peter Worland, the executive director of Uniting, acknowledged that the church is dropping the "overt" use of faith-based language because religious institutions are viewed unfavorably due to the incidents of child abuse.

"You are right to highlight that sometimes we do not mention Christ's name in our advertising. Since the Royal Commission into Institutional Responses to Child Sexual Abuse, faith-based organisations like ours are perceived pejoratively. So, sometimes we are overt with our religious language, sometimes we are not," said Worland, according to Herald Sun.

Worland's comments were made in response to a letter from the Reverend Meredith Williams who complained about the changes to the advertisements of the church.

"Nowhere in the ad was the Uniting Church mentioned, nor even the word 'church' to be found. Since when did this vibrant part of our Division of Social Responsibility cease finding it necessary to identify itself as part of the UCA, and to acknowledge its roots in Christian service, justice and compassion?" Williams wrote.

Worland noted that the church is not entirely abandoning the use of religious symbols and pointed out that the new logo still has a crucifix in it. He maintained that the church needs to be "less overt" in order to welcome everyone because some people perceive religious references negatively.

Stuart McMillan, the President of Uniting Church, has issued a statement denying that the rebranding campaign is an effort to distance the church from child sex abuse scandals.

He stated that the campaign was undertaken to ensure that their services would reach more vulnerable and disadvantaged people. He added that church has since apologized to the victims of abuse under its care, and it is committed to working with the survivors.

Insights, the magazine of Uniting Church, also published an article to clarify that religious symbols and references to Christ are not being removed from the church's branding. The article also noted that the rebranding campaign was made with the blessing of the Synod.