Real life incarcerated parents write stories for their children in Geneco's new book

Electricity retailer Geneco is empowering second chances and reintegration once again in its latest "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. This initiative, in collaboration with New Life Stories, the Yellow Ribbon Project, and CANVAS, aims 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. The book is scheduled for release on 27 December 2024, with pre-orders starting on 1 November 2024 via the campaign website.

“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 Alex Chan, head of brand, communications and marketing at Geneco. 

Don't miss: Geneco partners singer Sherman Zhuo for new song in mental wellbeing campaign 

“To improve Singapore's rates of recidivism, it is essential to confront the underlying factors that contribute to reoffending, allowing for successful reintegration into society. Only by addressing these challenges head-on can we cultivate a society in which everyone has the opportunity to thrive. Our campaign highlights the importance and essence of family time, serving as a robust foundation for rebuilding relationships and fostering understanding. Together, we aim to reinforce family connections and create a supportive network that empowers individuals, paving the way for a more inclusive and compassionate society," Chan added. 

'Love Beyond the Walls, Till the End of Time,' also comes in celebration of New Life Stories' 10th anniversary. "We are excited to partner with Geneco for the third instalment of our ‘Love Beyond the Walls’ book series, especially as we celebrate New Life Stories' 10th anniversary. Addressing intergenerational incarceration has always been important to us, and we believe family support is crucial for breaking the cycle and enabling rehabilitation. This collaboration highlights the value of these relationships, and we are thankful for Geneco’s shared dedication to creating a more inclusive society with second chances for all,” said Saleemah Ismail, chief executive officer of New Life Stories.

In addition, "Till the end of time" includes community activities, such as a festive pop-up event outside Ngee Ann City from 12 to 18 December 2024, featuring photo booths and prize draws for SG$100 eCapitaVouchers. Visitors can also receive additional goodies such as a limited-edition Yellow Ribbon 20th anniversary foldable tote bag and an exclusive Geneco greet starter kit for kids. 

On top of that, the pop-up will feature the sale of previous instalments from the New Life Stories book series, with the option to pre-order the latest book and limited-edition Hope Bears that are part of Yellow Ribbon's 20th anniversary. All proceeds from the book sales will go directly to New Life Stories to support their Family Strengthening Programme, while 100% of the proceeds from the sale of Yellow Ribbon’s Hope Bears will go towards supporting the Yellow Ribbon Fund.

Geneco will also donate SG$15,000 to New Life Stories’ Family Strengthening Programme, with matching funds from the Tote Board.

"We are proud to partner with Geneco once again in our shared mission to support the reintegration of ex-offenders into society. Our collaborations have been essential in creating opportunities for second chances, ensuring that ex-offenders and their families receive the necessary support to thrive. The 'Till the end of time' campaign reinforces the vital role of our community in transforming lives for the better," said Sunny Lee, chief executive officer of Yellow Ribbon Singapore and chairman of Yellow Ribbon Project steering committee.

Additional planned activities involve special installations at libraries across Singapore, showcasing giant book installations from the New Life Stories series, and an interactive reading session by local celebrity Kelly Latimer at Jurong Regional Library. The proceeds from book and merchandise sales during the campaign will support New Life Stories and the Yellow Ribbon Fund, aligning with Geneco’s broader goal of fostering societal change and supporting ex-offenders and their families.

"Till the end of time" comes after Geneco's "The magic of hope" campaign last year. "The magic of hope" saw Geneco and the Yellow Ribbon Project partner up 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. With the campaign, Geneco and Yellow Ribbon Bakery put out over 46,000 festive-exclusive red velvet and almond cookies. These cookies were handcrafted by inmates, providing them with valuable skills as they work towards their successful reintegration into society. 

Related articles:  
Geneco fosters hope for ex-offenders with Yellow Ribbon partnership  
Geneco renews partnership with marketing and PR consultancy, looks to elevate brand  
Geneco partners Daryl Aiden Yow in new campaign to promote mental wellbeing