To retain or rename: a report on changing the name of the World Association for Christian Communication (WACC)

The report argues that WACC's current name and brand are outdated and hinder its ability to attract funding and partners in a competitive communication justice landscape. It recommends a full rebrand and the adoption of a new name—either 'Centre for Communication Justice' or 'Alliance for Communication Justice'—to unify its fragmented digital presence and clarify its mission.

• WACC's current identity is viewed as an obstacle to growth because its name and messaging are outdated and unclear compared to modern, activist-oriented organisations in the communication rights and justice space.
• The name 'World Association for Christian Communication' presents several specific strategic problems: the term 'Christian' may lead secular partners to view the organisation as proselytising, the term 'Communication' is too ambiguous, and the acronym 'WACC' is dominated in search results by the financial term 'Weighted Average Cost of Capital'.
• The organisation's brand is currently diluted across three separate websites: WACC Global, the Centre for Communication Rights, and WhoMakestheNews-GMMP.
• The primary recommendation is to rename the organisation to 'Centre for Communication Justice' to signal authority and unify its strategic focus on digital, climate, and gender justice and inclusion.
• As a secondary alternative, the report suggests 'Alliance for Communication Justice' (or 'Communication Justice Alliance') to better emphasise a values-driven, people-centred membership network.

APA

Farrant, A., & McWilliams, C. (2026). To retain or rename: a report on changing the name of the World Association for Christian Communication (WACC). World Association for Christian Communication. https://waccglobal.org/wp-content/uploads/2026/06/TO-RETAIN-OR-RENAME-Report-Executive-Summary.pdf

Chicago

Farrant, Amanda, and Chris McWilliams. To retain or rename: a report on changing the name of the World Association for Christian Communication (WACC). World Association for Christian Communication, 2026. https://waccglobal.org/wp-content/uploads/2026/06/TO-RETAIN-OR-RENAME-Report-Executive-Summary.pdf.

Wikipedia

{{cite report |last1=Farrant |first1=Amanda |last2=McWilliams |first2=Chris |title=To retain or rename: a report on changing the name of the World Association for Christian Communication (WACC) |publisher=World Association for Christian Communication |date=February 2026 |url=https://waccglobal.org/wp-content/uploads/2026/06/TO-RETAIN-OR-RENAME-Report-Executive-Summary.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{farrant2026retain, author = {Farrant, Amanda and McWilliams, Chris}, title = {{To retain or rename: a report on changing the name of the World Association for Christian Communication (WACC)}}, institution = {World Association for Christian Communication}, year = {2026}, month = feb, url = {https://waccglobal.org/wp-content/uploads/2026/06/TO-RETAIN-OR-RENAME-Report-Executive-Summary.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }