What do The Salvation Army and rock legends The Rolling Stones have in common? According to research by Booz Allen Hamilton, a leading global management consultant firm, they are both one of the world’s 10 most-enduring institutions—along with Oxford University, the Olympic Games and the American Constitution. The company defines an enduring institution as “one that has changed and grown in unswerving pursuit of success and relevance yet remained true throughout time to its founding principles.” There you have it—they are brands that have stood the test of time.

The Salvation Army Red Shield was first used in 1915 at the start of the First World War and was officially launched by Colonel Walter Peacock, a Canadian Salvation Army officer, who also cofounded the famed Toronto Kiwanis Music Festival, following the war. From there, the Red Shield was adopted as The Salvation Army’s international brand symbol. Today, it is an emblem of help and hope in the 132 countries where we serve around the world. The power of The Salvation Army’s brand is humbling because it is a reminder of the tremendous responsibility that is entrusted to us by our donors, supporters, government agencies and mission partners.

For more than 140 years, The Salvation Army in Canada has adapted, “changed and grown in unswerving pursuit of success and relevance.” Our corps, which are the heartbeat of The Salvation Army and our social mission ministry, have marched in lockstep in response to the spiritual and humanitarian needs of Canadians and, since 1896, of Bermudians. The brand remains relevant and strong because Salvationists and mission partners strive to fulfil our calling, which is beautifully captured in our mission statement: “The Salvation Army exists to share the love of Jesus Christ, meet human needs and be a transforming influence in the communities of our world.”

Our brand is unique because it resonates with those we are called to serve, along with those who want to partner with us and be a bridge within their communities. The Red Shield is also a trusted symbol recognized by government and corporations as reflecting a genuine and sincere organization, and it is our people—who live out our organizational values of hope, service, dignity and stewardship—who reflect the meaning and message of the brand.

The Canada and Bermuda Territory is committed to remaining relevant and purposeful and we are dedicated to the journey of Mobilize 2.0, a transformation program that includes the creation of a vision statement for The Salvation Army Canada and Bermuda Territory so that we know where we are heading, and the development of a strategic plan that will help our movement get there.

Our organization continues to adapt and respond to societal shifts and opportunities for service and ministry, which is why the Salvation Army brand continues to resonate with the public. We are innovative and ever-changing, and a cursory review of Salvation Army history confirms that.

Mobilize 2.0 is a transformation program dedicated to ensuring that our organization remains relevant and successful in mission. It is rooted in our new vision statement and the spiritual bedrock of who we are as a people: “So I prophesied as he commanded me, and breath entered them; they came to life and stood up on their feet—a vast army” (Ezekiel 37:10). We remain an innovative partner, “mobilized to share hope wherever there is hardship, building communities that are just and know the love of Jesus.” And we are committed to being innovative, relevant and successful in our mission because this is our calling and responsibility as Salvationists, officers, employees and volunteers.

These are exciting days for the Canada and Bermuda Territory. Of course, they are also days of challenge and change, but to stay responsive and relevant, as illustrated by our deeply impactful pandemic response, we must remain focused and committed to that mission.

More than 100 years ago, Colonel Peacock launched the Red Shield and as a brand it has endured war, famine, drought, economic crisis and pandemic. It has endured because those who are called to serve in Christ’s name have been committed to the mission to which we’re called. It is my prayer that Mobilize 2.0 will strengthen us for mission and help The Salvation Army remain responsive and relevant to those who need us most.

Lt-Colonel John P. Murray is the territorial secretary for communications.

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