Singapore — Geneco, a leading electricity retailer in Singapore, is launching its “Here, Sunrise x Sunset” campaign this National Day, focusing on promoting mental wellness among youths. Aligned with this year’s National Day theme of “Together, As One United People,” the campaign emphasizes solidarity and support for mental health within the Singaporean community.
Central to the campaign is a collaboration with award-winning singer-songwriter Sherman Zhuo, NParks’ Garden City Fund, and Beyond the Label. Together, they have released a new song titled “Endless Shine” on YouTube and Spotify, composed by Zhuo himself. The song reflects Zhuo’s personal journey of overcoming mental health challenges and societal pressures by finding joy in life’s simple pleasures.
Alex Chan, Head of Brand, Communications, and Marketing at Geneco, expressed the company’s commitment: “We recognize the heightened mental health challenges faced by youths today due to academic pressures, work stress, and social media influences. By partnering with Zhuo, we aim to support local artists and engage the youth demographic in Singapore, using music to initiate conversations on mental wellness and foster a culture of acceptance and support.”
Sherman Zhuo shared his enthusiasm for the campaign, stating, “Promoting mental health is deeply meaningful to me as an artist. In a world filled with fast-paced demands and social media saturation, prioritizing mental wellness is crucial for everyone.”
Geneco has also integrated NParks’ therapeutic gardens into the campaign, featuring East Coast Park in the music video of “Endless Shine.” This initiative aims to raise awareness about therapeutic gardens as serene environments for stress relief and rejuvenation, promoting mental wellbeing among stressed youths.
As part of its community engagement efforts, Geneco will donate SG$10,000 to the Garden City Fund to support NParks’ therapeutic horticulture programme. Additionally, Geneco pledges another SG$10,000 to Beyond the Label upon achieving one million streams of “Endless Shine,” underscoring its commitment to mental health advocacy.
Andrea Chan, Lead of Beyond the Label, emphasized the importance of raising awareness and fostering dialogue around mental health: “Our collaboration with Geneco aims to challenge stigma and empower youths to manage their mental health effectively. Through initiatives like the Beyond the Label Fest 2024, we hope to equip youths with the tools to become advocates for mental wellness in their communities.”
To further engage with the public, Geneco will host a pop-up installation at Bugis Junction from July 29 to August 4, 2024. The installation will immerse visitors in the essence of “Endless Shine” through interactive sound tube installations and curated lyrics and melodies. Participants also stand a chance to win SG$100 worth of eCapitaVouchers by voting for their favorite lyrics from the song.
This campaign follows Geneco’s successful collaboration with NParks during last year’s National Day, highlighting Singapore’s green spaces’ role in promoting mental wellness. It reflects Geneco’s ongoing commitment to supporting mental health initiatives and fostering a supportive community environment in Singapore.
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