Also in July 1914, Garvey launched the Universal Negro Improvement Association and African Communities League, commonly abbreviated as UNIA. Adopting the motto of "One Aim. One God. One Destiny", it declared its commitment to "establish a brotherhood among the black race, to promote a spirit of race pride, to reclaim the fallen and to assist in civilising the backward tribes of Africa." Initially, it had only few members. Many Jamaicans were critical of the group's prominent use of the term "Negro", a term which was often employed as an insult: Garvey, however, embraced the term in reference to black people of African descent.