Geneco grows familial bonds with tree planting initiative this CNY

Electricity retailer Geneco has launched a campaign this Chinese New Year to celebrate the strength and spirit of families while reinforcing its commitment to sustainability. Titled #ForestOfProsperity, the campaign aims to highlight the importance of family bonds as the foundation of societal well-being and driving positive change across generations. 

At the heart of the campaign, Geneco has teamed up with Families for Life and National Parks Board’s (NParks) Garden City Fund (GCF) to launch a tree planting event, which invites 50 families to commemorate the birth of their child by planting a tree at a local park. The event also aims to support NParks’ 'one million trees' movement as part of its vision, as well as to align with Singapore’s green plan 2030.

Through this initiative, participants will contribute to Singapore’s green spaces, supporting the nationwide effort to plant one million more trees over ten years. Additionally, families will receive a personalised certificate with their child’s name and birth date, commemorating both the birth of their child and their contribution to conserving the environment for future generations.

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In addition, the #ForestofProsperity campaign will be showcased through a pop-up event at the Level 1 Atrium of Bugis Junction from 13 to 19 January. Central to the installation is a striking 2.2-metre prosperity tree made of 100% recyclable, reusable and FSC-certified cardboard, inviting visitors to pledge their support and share their well-wishes by hanging them on the tree.

The public can also submit their pledges online through the #ForestOfProsperity campaign site, where they stand a chance to win exclusive prizes, including SG$100 eCapitaVouchers, limited-edition Families for Life DIY craft Kits, exclusive Geneco red packet sets, and green starter kits worth SG$40. Participants may also register for the tree planting initiative at the pop-up event.

To mark their four-year collaboration with GCF, Geneco has launched a series of red packets inspired by Singapore's greenery. The designs illustrate a range of natural tones and individual gold accents that commemorate the different unique forms of Singapore's trees. This vibrant touch not only symbolises the lushness of the nation's green canopies, but also the blessing of family togetherness. Crafted from 100% recycled paper, each packet highlights lesser-known insights into the country's towering evergreens, reinforcing the connection between nature and community.

To top-off the festive celebrations, Geneco's annual used red packet recycling initiative makes its return for the fifth year running. Building on its growth since 2021 when 410kg of red packets were collected and recycled, the initiative has since gained popularity, growing over seven times the past years to achieve 3,037kg of red packets recycled in 2024.

With the support of several partners old and new, the campaign aims to reach new heights this year with over 100 collection points across the country, making it more convenient for the public to donate used or excess red packets to promote sustainability. 

"This year marks the fourth year of our collaboration with the National Parks Board’s (NParks) Garden City Fund, and we are also thrilled to embark on our inaugural partnership with Families for Life," said Alex Chan, head of brand, communications and marketing at Geneco. 

"Our #ForestOfProsperity campaign reflects our commitment to #PowerTheChange, drawing on the enduring metaphor of trees as symbols of strength, nurturing, and resilience. Together, we celebrate the enduring familial bonds while promoting sustainability, inspiring communities to plant seeds that will flourish for generations to come,” he said. 

Chan added that the Tree Planting Event symbolises not only new beginnings and the strength of family roots but also plays a vital role in contributing to NParks’ #OneMillionTrees movement.

“Our partnership with Geneco on the #ForestOfProsperity campaign reflects our shared commitment to reinforcing familial bonds and fostering thriving communities. We believe that families are the cornerstone of society, and initiatives like this play a vital role in demonstrating the endearing connections that bring us together,” said Ishak Ismail, chairman at Families for Life Council. 

Geneco is no stranger to heartwarming campaigns. In November last year, the retailer released its "Till the end of time" campaign, focusing on supporting ex-offenders' reintegration, and highlighting the importance of familial support in breaking cycles of intergenerational incarceration. The initiative, in collaboration with New Life Stories, the Yellow Ribbon Project, and CANVAS, aimed to create a structured support ecosystem for ex-offenders.

Central to the campaign is the book Love Beyond the Walls: Till the End of Time co-created by Geneco and New Life Stories. It features ten narratives written by incarcerated parents to their children and includes a foreword by Singapore's President, Tharman Shanmugaratnam. 

“At Geneco, we have long been dedicated to fostering a more inclusive society as part of our overarching mission to #PowerTheChange. We are heartened to partner with like-minded organisations such as New Life Stories, Yellow Ribbon Project, and CANVAS, all of which share our commitment to supporting the reintegration of ex-offenders while tackling the critical issue of intergenerational incarceration," said Chan.

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