Geneco Launches ‘Till the End of Time’ Campaign to Support Incarcerated Families and Reduce Recidivism

Residential electricity retailer, Geneco has launched a heartfelt new campaign, ‘Till the End of Time’, focusing on the power of family support to combat recidivism and break the cycle of intergenerational incarceration in Singapore.

The campaign, developed in partnership with the Yellow Ribbon Project, New Life Stories, and CANVAS, highlights Geneco’s commitment promoting a more inclusive society.

As part of this initiative, Geneco has co-created a book, Love Beyond the Walls: Till the End of Time, with New Life Stories, featuring stories from incarcerated parents to their children.

The book, endorsed by President Tharman Shanmugaratnam, seeks to bridge the gap between incarcerated parents and their families, reinforcing strong familial connections as a key to successful reintegration.

Geneco has also pledged $15,000 to New Life Stories’ Family Strengthening Programme, with matching support from the Tote Board, furthering their outreach to affected families.

The public can engage with the campaign from December 12 to 18, 2024, at a pop-up exhibit outside Ngee Ann City, which will feature interactive installations and previews of the book.

Attendees can download e-stories for a chance to win prizes, including $100 eCapitaVouchers and copies of the book. Additional perks, including Yellow Ribbon anniversary totes and a Geneco Green Starter Kit for kids, will be available for select visitors.

The Love Beyond the Walls: Till the End of Time book launches officially on December 27, 2024, with pre-orders available now. Geneco’s campaign underscores the critical role of community support in transforming lives and breaking negative cycles, fostering second chances for families impacted by incarceration.