Geneco’s ‘Till the End of Time’ campaign champions second chances and familial bonds! Breaking the cycle of incarceration requires more than just systemic reforms; it demands collective empathy and action. Recognising this, Geneco, Singapore’s leading residential electricity retailer, has launched this heartfelt campaign that sheds light on the challenges faced by ex-offenders and their families. At its core, the campaign is an ode to the resilience of familial bonds and a rallying call for societal support in reintegration efforts.
In an email interview with Alex Chan, Head of Brand, Marketing, and Communications at Geneco, we delved into the inspiration, impact, and aspirations behind this initiative. Chan’s insights reveal a campaign built on empathy, collaboration, and a steadfast commitment to creating a more inclusive society.
The inspiration behind Geneco’s Till the End of Time campaign
For Geneco, the Till the End of Time campaign represents a continuation of its brand purpose, #PowerTheChange. Since its inception in 2018, the initiative has evolved from a sustainability-focused programme into a broader platform addressing social issues, including mental health and the reintegration of ex-offenders.
“Through this campaign, we not only seek to highlight the emotional toll incarceration takes on individuals and their families but also inspire the public to take an active role in supporting those impacted by incarceration,” shared Chan. By partnering with organisations such as New Life Stories, Yellow Ribbon Project, and CANVAS, Geneco aims to break the cycle of reincarceration and foster intergenerational healing.
Chan highlighted sobering statistics—Singapore’s recidivism rate has remained steady at 40%, and children of incarcerated parents are three times more likely to encounter the criminal justice system. Recognising the critical role of familial bonds in reintegration, Geneco seeks to rally public support to strengthen these ties.
Collaboration: The heart of the campaign
The strength of the Geneco’s Till the End of Time campaign lies in its partnerships with organisations that share a common vision. Yellow Ribbon Project’s commitment to giving ex-offenders a second chance aligns seamlessly with Geneco’s advocacy for inclusivity. New Life Stories, on the other hand, works directly with incarcerated parents and their children to preserve these vital relationships.
Adding a creative dimension to the initiative is CANVAS, a community of ex-offenders led by artist Barry Yeow. Through their illustrations, CANVAS artists brought deeply personal messages from incarcerated parents to life in the Love Beyond the Walls: Till the End of Time book. “This collaboration bridges art and advocacy,” Chan noted, “drawing the public into the heart of our campaign message.”
Stories that inspire empathy
At the centre of Geneco’s Till the End of Time campaign is the Love Beyond the Walls: Till the End of Time book. This collection of personal messages from incarcerated parents to their children offers a rare and intimate glimpse into the emotional toll of incarceration. “These stories, often filled with love, regret, and hope, drive empathy and encourage a more compassionate society,” Chan explained.
The project also underscores the transformative power of storytelling. By amplifying these voices, Geneco not only raises awareness but also challenges societal perceptions, urging the community to view ex-offenders through a lens of understanding and humanity.
Engaging the community with the ‘Till the End of Time‘ campaign
Public participation is a cornerstone of the campaign. From pre-ordering the book to attending storytelling sessions at libraries, there are myriad ways for individuals to get involved. Celebrity Kelly Latimer will lead a storytelling session at Jurong Regional Library on 14 December, while interactive installations made from sustainable materials will be on display at various libraries until the end of the year.
All proceeds from the book will go to New Life Stories’ Family Strengthening Programme, directly supporting efforts to rebuild familial bonds. “Every pledge, purchase, and interaction makes a meaningful impact,” emphasised Chan.
A vision for the future
Geneco’s #PowerTheChange initiative has grown into a long-term commitment to fostering inclusivity and sustainability. Reflecting on its journey, Chan shared, “We have come to realise that the power to drive positive change lies in our collective efforts. Whether supporting the environment, promoting social inclusivity, or advocating for second chances, we are dedicated to creating meaningful and lasting societal impacts.”
As the campaign unfolds, it serves as a reminder of the profound role each individual can play in breaking cycles of incarceration. By amplifying voices often left unheard and championing second chances, Geneco is not just illuminating societal challenges—it is leading the charge for change.
In a society that often stigmatises ex-offenders, initiatives like Till the End of Time challenge us to reconsider our perceptions and, more importantly, to act. Because in the end, powering change is about more than providing electricity—it’s about lighting the way to a more compassionate and inclusive future.
