ALOVE is The Salvation Army for a new generation, shaped by the dreams of a new generation.

In researching the creation of a new sub-brand, the former Youth Ministry Unit undertook all sorts of research to find out what young people and young adults think about church, faith, life and The Salvation Army: what it is and what it should be.

Opinions, perceptions, thoughts and dreams were gathered from young people from various contexts and locations. Here are just a few of the things that you said:

‘It’s got the potential at its very best to be absolutely awesome, and absolutely sublime and be absolutely what God intended it to be, but at the other end of the scale it’s got the potential to be absolutely horrendous and it’s just so frustrating. I think my passion for it stems from that…frustration about what we could be... We have a massive potential and that is ahead of us rather than behind us.’
: 25-year-old male

‘Sometimes I don’t understand why they have so many rules…they are a bit old-fashioned. They are trying to become modern, but they are keeping all the rules the same… It’s different to whenever it was set up so I don’t see why it doesn’t change.’
: 11-year-old male

‘The Salvation Army has created a culture even separate from other churches let alone society in general.’
: 25-year-old male

‘A lot of The Salvation Army has young people that have grown up in it. [The Salvation Army] should try and build something up that involves people that don’t go to The Salvation Army. They should also have something where you don’t have to be in uniform to be included… a singing choir where you don’t have to be in uniform at all.’
: 16-year-old female

‘At work the other week, this person seemed to think that it was just old people and they didn’t think they welcomed young people into it. They were really shocked that I was a young person that went to a Salvation Army.’
: 16-year-old female

‘…when AIDS was just coming through… The Salvation Army was at the forefront of trying to get involved in doing stuff when other churches weren’t.’
: 25-year-old male


On What The Salvation Army Is Like You Said:

• Land Rover - lacking style but an image of purpose, adventure, reliability.
• Volkswagen Camper van - old; trendy in some places, practical
• A Tank - slow to get in motion, but when it does can be extremely powerful.
• Raging Bull – has the power but sometimes doesn’t use it fully.
• Denim – workmanlike.
• Marmite – you either love us or hate us.
• Ronseal – we should do exactly what we say on the tin.

These were just some of the many comparisons that were made in research to date. The over-riding message from these comments is that many young people connect with The Salvation Army’s passion, purpose, pursuit of Godliness and heart for the poor. However, at the same time, there is a sense that the organisation is also seen as old fashioned, out of touch and lacking in appeal in youth culture.

ALOVE is therefore, the Salvation Army's response to expressing the heart and passions within youth culture. In order to address some of these issues, a new brand for youth ministry is being researched. Operating as a sub-brand of The Salvation Army, it will communicate The Salvation Army's new youth ministry vision and capture the essence of what it means to be ‘Salvation Army’ in a language and style more relevant to youth.

ALOVE is not a corporation – it’s a community; a movement of young people and young adults committed to and building on four core essentials; a movement of people that want to reach out to their world and make a difference; a movement of people that are a new generation of The Salvation Army and The Salvation Army for a new generation.