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As the festive season approaches, the air is laden with the promise of joy, warmth, and the spirit of giving. This year, Geneco, a pioneering energy company, is stepping into the season of celebration with a unique collaboration that goes beyond the traditional festivities. Teaming up with the Yellow Ribbon Project, Geneco is set to unwrap “The Magic of Hope,” an initiative that seeks to redefine the essence of the holidays by giving ex-offenders a second chance through the enchanting world of cookies.
In this heartwarming journey, we delve into the collaborative efforts, inspiring narratives, and sustainable initiatives that make this holiday campaign more than just a celebration—it’s a beacon of hope, a catalyst for change, and a testament to the transformative power of collective compassion.
Baking hope for second chances
This festive season, Geneco, a trailblazing energy company, is set to redefine the spirit of giving by partnering with the Yellow Ribbon Project. Their joint initiative, aptly named “The Magic of Hope,” aims to provide a second chance in life for ex-offenders through the delectable world of cookies. With Geneco’s generous support of $15,000, Yellow Ribbon Bakery is gearing up to launch its exclusive Red Velvet & Almonds cookies, with over 3,000 packets distributed to spread not just the joy of the holiday season but also the message of hope.
Yellow Ribbon Bakery’s first batch of festive-exclusive cookies is a testament to the transformative power of collaboration. By investing in the skills and rehabilitation of inmates, Geneco is fostering a sense of worth and confidence, guiding them towards a brighter future. Alex Chan, Head of Brand, Communications, and Marketing at Geneco, emphasizes the campaign’s core message, stating, “Partnering with the Yellow Ribbon Project this festive season aligns seamlessly with this intention – fostering hope, inspiring one another, and supporting transformative journeys.”
Celebrating hope and new beginnings with Geneco’s inspirational quotes of hope
As part of “The Magic of Hope” campaign, Geneco has curated a collection of six Inspirational Quotes of Hope. These quotes centred around themes of hope, encouragement, and connection, are narrated by prominent figures like Mediacorp 987 DJ Joakim Gomez and Host-Presenter Kelly Latimer. Both of these celebrities share their personal stories of overcoming failures, serving as a beacon of inspiration for those seeking a fresh start.
From November 1st, the public is invited to vote for their favourite quote on Geneco’s dedicated campaign site, www.themagicofhope.sg. This not only allows individuals to resonate with these stories but also offers a chance to win $100 worth of eCapitaVouchers. The Inspirational Quotes of Hope serve as a reminder that everyone deserves a second chance and that the holiday season is the perfect time to embrace new beginnings.
Spreading cheer at Geneco’s net zero pop-up café along Orchard Road with Huggs Coffee
From December 7th to 17th, Geneco is set to host its first-ever net-zero pop-up café along Orchard Road, creating a sustainable and socially impactful space for the community. The café, open from 10 am to 10 pm, will feature a range of festive treats from Yellow Ribbon Bakery and Huggs Coffee, both committed to supporting rehabilitation and reintegration efforts.
Geneco’s dedication to environmental responsibility is evident in the net zero nature of the pop-up café, achieved through the retirement of Renewable Energy Certificates. Visitors to the café can further contribute to the cause by purchasing Yellow Ribbon’s festive baked treats and Huggs Coffee beverages, with a portion of each sale directly supporting inmates and ex-offenders.
For those who visit the pop-up café on weekdays and vote for their favourite Inspirational Quote of Hope, a limited-edition Geneco tote bag and a Yellow Ribbon pin await. Weekends will bring an extra treat, as voters will be rewarded with a bag of exclusive Geneco X Yellow Ribbon Red Velvet & Almonds cookies. Special appearances by ex-offenders-turned-TikTok influencers, Simon Khung and Luke Chan, will add a personal touch to the campaign on December 9th, Saturday, from 6 pm to 8 pm.
Sunny Lee, Steering Committee Chairman of the Yellow Ribbon Project, expressed gratitude, stating, “For them, this collaboration with Geneco is more than a festive endeavour – it’s a heartfelt assurance of society’s belief in their potential and their path to reform.”
For those looking to make a direct impact, donations to the Yellow Ribbon Project can be made on their website, supporting ex-offenders and their families in their journey toward redemption and acceptance.
Geneco’s collaboration with the Yellow Ribbon Project stands as a shining example of how businesses can power positive change, turning the holiday season into a celebration of hope, inclusivity, and new beginnings.
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