It was argued that there was no excuse for having two or more societies doing the same work under the same principles in the same continents and appealing for support from the same hard-pressed people. Though the new title was cumbersome, it had the advantage of being able to sustain further acts of union without further changes of name. In 1964 USCL joined with the Society for Promoting Christian Knowledge and the Bible Society to launch a campaign named Feed the Minds. The three year campaign was to focus British attention on illiteracy and the literature needs of the developing world . The object of the Feed the Minds Campaign is to see that these millions of people will have the opportunity to read the Bible in their own language and will receive Christian literature.
Few issues can be more important.
It emerged that the work of the Feed the Minds campaign could not be completed in three years, and in fact it is still being done 35 years later. Today Feed the Minds is an ecumenical Christian charity, giving grants to support literacy, literature and communications projects worldwide. In most cases Feed the Minds still helps with literature work, but when appropriate supports the production of other communications methods.