COMMUNICATIONS NEWS: Salvation Army to 'educate' workers as part of rebrand

The Salvation Army is internally rebranding itself in an attempt to educate employees and volunteers about its work.

The Salvation Army employs more than 4,000 people on a variety of projects including children's homes, international Aids hospitals and drug centres.

But many staff members are unaware of the scope of the charity's work, said a spokeswoman.

"We found that our employees are aware of the niche areas they work in, but not the full picture,

she said. "There's this inherited stereotype associating the Salvation Army's work with church, soup runs and uniforms."

In a bid to change attitudes, the charity has just published its first annual review written specifically for employees and volunteers. The review includes case studies of employees in professional and administrative roles, a feature on the charity's work abroad and recent changes to employee rights and working conditions within the organisation.

Around 10,000 volunteers work in more than 900 local centres and the Salvation Army wants to ensure that they feel included.

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