Geneco, Singapore’s Residential Electricity Retailer, is continuing its mission to #PowerTheChange with the launch of its ‘here, sunrise x sunset’ campaign. This initiative builds on last year’s #MySecretGarden campaign and aligns with the National Day theme “Together, As One United People,” emphasizing the importance of mental wellness among Singaporean youths.
The ‘here, sunrise x sunset’ campaign, according to Geneco, highlights “the strength in relentless collectivism as we champion mental well-being through the strength and solidarity of Singaporeans.”
To raise awareness about mental wellness, Geneco has partnered with award-winning local singer-songwriter Sherman Zhuo, NParks’ Garden City Fund, and Beyond the Label, a movement co-led by the National Council of Social Service and TOUCH Community Services. The campaign aims to foster a supportive community and promote mental health awareness, aiding youths in their mental wellness journeys.
A study by the National Art Council (NAC) revealed that one in two respondents aged 15 to 34 are highly interested in music. Of these, 45% spend their downtime listening to music, which has been proven to reduce stress, enhance mood, and provide a therapeutic outlet for emotional expression—crucial for mental well-being in this age group.
Harnessing the power of music, Geneco collaborated with Sherman Zhuo, who has overcome his own mental health struggles. Together, they released a new song titled ‘endless shine’ on YouTube and Spotify. Composed by Sherman as a letter to himself, ‘endless shine’ portrays his journey of overcoming mental health challenges and societal expectations by finding joy in the small things in life.
“We recognize that youths are more prone to mental health issues due to school, work, and social media-related stressors,” said Alex Chan, Head of Brand, Communications, and Marketing at Geneco. “By working with Sherman, we aim to support local artists and amplify our efforts to reach the youth demographic in Singapore. We hope to leverage the power of music to spark conversations on mental wellness and foster a culture of acceptance and support amidst our stress-laden society.”
Sherman Zhuo added, “I’m excited to partner with Geneco for this campaign as promoting mental health is a cause close to my heart as an artist. In today’s fast-paced world inundated with social media content, prioritizing mental wellness is essential for everyone. Through this song, I hope to uplift those still navigating their journey.”
Discover Serene Escapades through NParks’ Therapeutic Gardens
NParks has developed 14 Therapeutic Gardens across Singapore, designed using science-based principles to enhance visitors’ mental well-being through interactions with nature. Geneco featured one of these new Therapeutic Gardens, East Coast Park, in the ‘endless shine’ music video, raising awareness of these gardens as avenues for stressed youths to find solace and rejuvenation.
Geneco will donate S$10,000 to the Garden City Fund to support NParks’ Therapeutic Horticulture Programme, which maximizes the gardens’ features through plant and nature-related activities.
Bringing ‘endless shine’ To Life Through A Week-Long Pop-up Installation At Bugis Junction Atrium
From July 29 to August 4, 2024, Geneco will host a pop-up installation at Bugis Junction Atrium, open daily from 10 am to 10 pm. Visitors can immerse themselves in the essence of ‘endless shine’ through curated sound tube installations, heartfelt lyrics, and melodies, offering a therapeutic escape from daily life.
From July 1 to August 31, the public can vote for their favorite lyrics from the ‘endless shine’ music video on Geneco’s campaign page or onsite at the pop-up installation. Five lucky winners will receive $100 worth of eCapitaVouchers. Onsite voters will also receive goodies such as limited edition Geneco tote bags and exclusive Geneco Green Starter Kits, available for the first 50 voters between 3 PM to 6 PM on August 3 and 4.
Combating Mental Health Stigma with Beyond the Label
Geneco will also launch its first collaboration with Beyond the Label, a movement by the National Council of Social Service and TOUCH Community Services. This partnership reinforces Geneco’s dedication to mental health initiatives, promoting an inclusive society, and encouraging open conversations about mental health.
Andrea Chan, Beyond the Label Lead at TOUCH Community Services, said, “Raising awareness and promoting dialogue around mental health will pave the way for a healthier and more supportive community. We are glad to join hands with Geneco to champion mental wellness and challenge mental health stigma in Singapore. With the upcoming Beyond the Label Fest 2024 focusing on youth mental well-being, we hope to equip youths with the tools they need to manage their mental health and encourage them to advocate for mental wellness in their communities.”
Alex Chan added, “We are thrilled to collaborate with Garden City Fund, Beyond the Label, and Sherman Zhuo to tackle societal issues, including the increasing importance of mental wellness among Singaporeans. Understanding the significance of raising awareness and challenging societal norms surrounding mental wellness, particularly among youths, is at the core of our campaign objectives.”
In addition to the donation to support NParks’ Therapeutic Horticulture Programme, Geneco will donate S$10,000 to Beyond the Label once the company achieves 1 million streams of ‘endless shine’ across Spotify and YouTube, bringing the total contribution to S$20,000 in support of promoting mental health awareness.
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