Geneco gives hope to ex-offenders with net zero pop-up cafe

Electricity retailer Geneco has partnered with the Yellow Ribbon Project ahead of the Christmas season to support ex-offenders with new initiatives such as a net zero pop-up café and specially curated inspirational quotes.

The campaign behind its efforts, "The Magic of Hope", aims to demonstrate that hope is a powerful force of change. It encourages the community to be enablers and to provide hope to others by giving people second chances and building an even more inclusive society during the holiday season.

With the campaign, Geneco will be partnering with Yellow Ribbon Bakery to put out over 46,000 festive-exclusive red velvet and almond cookies this holiday season. These  cookies were handcrafted by inmates, providing them with valuable skills as they work towards their successful reintegration into society.

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In tandem, from 7 to 17 December, Geneco will host its first-ever net zero pop-up café along the Orchard Road shopping belt outside Orchard ION. 

This pop-up will be net zero through the retirement of Renewable Energy Certificates. To further sustainability and social fronts, Geneco has also invited Huggs Coffee, to be part of this event as both brands’ have a shared commitment to local communities, sustainability, and impactful social initiatives, it said in a statement. 

Ex-offenders-turned-TikTok influencers Simon Khung and Luke Chan will also be holding a special appearance at the pop-up cafe on 9 December to interact and rally the public for this initiative. Recognised for their courage and transparency as ex-offenders, both have candidly shared their personal battles; shattering stereotypes and highlighting the power of recovery, said Geneco. 

This pop-up aims to support and spread Yellow Ribbon’s movement through the sales of their festive baked treats. A portion of each purchase from both Yellow Ribbon Bakery and Huggs Coffee will directly contribute to the rehabilitation and reintegration efforts of inmates and ex-offenders.

Geneco’s support of SG$15,000 will also comprise a donation of SG$3,000 to the Yellow Ribbon Fund

“As the festive season brings forth joy and warmth, our collaboration with Geneco adds a layer of meaning and purpose to the holidays. Every dollar raised aids not just the vital programs for inmates and ex-offenders, but also directly supports their families,” said Sunny Lee, steering committee chairman of the Yellow Ribbon Project.

“We are deeply grateful to Geneco for illuminating the holidays with this message of hope and second chances,” he added.

“‘The Magic of Hope’ campaign encourages us to look ahead and think about how we can do better. Not just for ourselves, but for others as well, especially those who need help to make right what was wrong," said Alex Chan, head of brand, communications and marketing at Geneco. "Partnering with the Yellow Ribbon Project this festive season aligns seamlessly with this intention.”

A collection of six inspirational quotes of hope have also been curated by Geneco on top of this collaboration. The 'Quotes of Hope' surrounds personal themes of hope, encouragement, and connection, underlining compelling stories of second chances and fresh beginnings, it said. 

The quotes are narrated by Mediacorp 987 DJ Joakim Gomez and host-presenter Kelly Latimer, who both have gone through difficult times. They, among other celebrities such as Sonia Chew, Rui En, Belinda Lee, and Ben Yeo, will also be sharing the campaign on their individual social media platforms, aiming to encourage the public and act as a reminder to one another of the boundless possibilities that accompany each new start.

Geneco has long been an advocate for social causes. Earlier this year, it partnered with NParks’ Garden City Fund, photography influencer Daryl Aiden Yow and sustainable fashion platform REFASH for its #MySecretGarden campaign which aimed to raise awareness about Singapore's abundant green spaces and their positive impact on mental wellness this National Day.

The campaign featured nine of NParks’ Therapeutic Gardens which were designed based on scientific evidence, as a haven for relaxation, healing, and self-reflection that could improve one’s mental wellness while also intending to resonate with the younger generation.

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