Geneco’s latest initiative, ‘Till the End of Time,’ spotlights family bonds as a powerful tool in breaking the cycle of recidivism and intergenerational incarceration in Singapore. Through collaborations with the Yellow Ribbon Project, New Life Stories, and CANVAS, Geneco is committed to fostering second chances and supporting family relationships, which can be critical to ex-offenders successful reintegration into society.
Alex Chan, Geneco’s Head of Brand, Communications, and Marketing, reflects on the company’s vision: “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 ex-offenders reintegration while tackling the critical issue of intergenerational incarceration.”
Love Beyond the Walls: Till the End of Time: A unique collaboration with New Life Stories and CANVAS
At the campaign’s core is the heartfelt book, Love Beyond the Walls: Till the End of Time, co-created with New Life Stories and CANVAS. Featuring stories penned by incarcerated parents for their children, the book offers a rare glimpse into the emotions and hopes of those separated from their families.
Illustrated by artists who are ex-offenders themselves, the book represents a genuine, creative collaboration. The foreword, written by President Tharman Shanmugaratnam, underscores the importance of familial connections for rehabilitation.
Saleemah Ismail, CEO of New Life Stories, shared, “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.”
To further their support, Geneco has pledged $15,000 to New Life Stories’ Family Strengthening Programme, a donation matched by Tote Board, which will provide essential resources to strengthen family bonds for those affected by incarceration. Sunny Lee, CEO of Yellow Ribbon Singapore, remarked, “The ‘Till the End of Time’ campaign reinforces the vital role of our community in transforming lives for the better.”
An immersive experience for the public
From December 12 to 18, Geneco’s ‘Till the End of Time’ campaign will take physical form with a pop-up outside Ngee Ann City. The immersive exhibit, open daily from 10 AM to 10 PM, offers visitors a chance to experience the campaign’s message of love and second chances. Attendees can download three preview e-stories from Love Beyond the Walls and participate in a pledge to support reintegration efforts.
Prizes for participants include $100 eCapitaVouchers, copies of the book, and exclusive items like Yellow Ribbon’s 20th Anniversary foldable tote bag and Geneco’s Green Starter Kit for kids. Additionally, limited edition Hope Bears will be on sale, with proceeds going to support New Life Stories and Yellow Ribbon Fund initiatives.
Geneco’s commitment extends beyond December with storytelling installations at libraries islandwide. Each library features a towering 2.5-metre book installation from the Love Beyond the Walls series, giving families a profound interactive experience. Renowned local celebrity Kelly Latimer will lead a reading session on December 14 at Jurong Regional Library, inviting families to experience the power of storytelling together.
Through Till the End of Time, Geneco demonstrates that strengthening family ties is not only essential for ex-offenders but is also a pillar of societal compassion and growth. To pledge support or learn more about Geneco’s campaign, visit TillTheEndOfTime.sg.
Also read: Bollywood Farms launches children’s book to promote local food planting and celebrate farming
