campus crusade for christ

What's in a Name?: Campus Crusade for Christ Becomes 'Cru'

Shakespeare said a rose by any other name would smell as sweet. Maybe, but a Stink Rose by any other name (say... garlic?) might get more play.

On July 19, Campus Crusade for Christ announced its plan to officially change its name to Cru in early 2012.

Brown v. Board of Education had not yet been fought in the Supreme Court when Bill and Vonetta Bright christened their evangelical campus-based ministry Campus Crusade for Christ in 1951. The evangelical church context was overwhelmingly white, middle class, and suburban. The nation and the church had not yet been pressed to look its racist past and present in the face. The world had not yet been rocked by the international fall of colonialism, the rise of the Civil Rights movement, the disillusionment of the Vietnam War, the burnt bras of the women's liberation movement, the fall of the Berlin Wall, or the rise of the Black middle class (more African Americans now live in the suburbs than in inner cities). In short, theirs was not the world we live in today. So, the name Campus Crusade for Christ smelled sweet. Over the past 20 years, though, it has become a Stink Rose ... warding off many who might otherwise have come near.