Singaporean electricity retailer Geneco is making waves this National Day with its inspiring campaign, “Here, Sunrise x Sunset,” dedicated to promoting mental wellness among Singapore’s youth. Aligning with this year’s National Day theme of “Together, As One United People,” the campaign underscores the strength of collective action in fostering mental well-being.
The initiative aims to build a supportive community while raising awareness about mental health issues prevalent among young Singaporeans. Geneco has partnered with homegrown singer-songwriter Sherman Zhuo, NParks’ Garden City Fund, and Beyond the Label to amplify its message. Together, they’ve launched “Endless Shine,” a poignant song by Zhuo, now available on YouTube and Spotify, aimed at sparking conversations and offering support to youths navigating mental health challenges.
Alex Chan, Geneco’s head of brand, communications, and marketing, emphasized the campaign’s significance: “Youths often face mental health issues due to academic pressures, work stress, and social media influences. Our collaboration with Zhuo aims to resonate with young Singaporeans through music, encouraging dialogue and promoting a culture of acceptance.”
Zhuo, reflecting on his personal struggles with mental health, expressed his enthusiasm for the campaign: “Promoting mental wellness is close to my heart as an artist. Through ‘Endless Shine,’ I hope to inspire those on their own journeys towards better mental health.”
In addition to promoting music as a catalyst for change, Geneco has leveraged its partnership with NParks to feature therapeutic gardens like East Coast Park in the “Endless Shine” music video. This collaboration aims to highlight the restorative benefits of green spaces for stressed youths, complemented by a SG$10,000 donation to NParks’ Garden City Fund.
Further demonstrating its commitment to mental health advocacy, Geneco plans to donate an additional SG$10,000 to Beyond the Label upon achieving one million streams of “Endless Shine.” Beyond the Label’s lead, Andrea Chan, expressed support for the campaign’s mission to challenge mental health stigmas: “Raising awareness and fostering dialogue are crucial steps towards building a healthier, more supportive community.”
To engage the public directly, Geneco will host a pop-up installation at Bugis Junction, offering visitors a chance to experience “Endless Shine” through immersive sound installations and lyrical displays. Attendees can participate in a contest to win SG$100 eCapitaVouchers by voting for their favorite lyrics from the song.
This initiative follows Geneco’s successful “#MySecretGarden” campaign last National Day, which highlighted Singapore’s green spaces’ therapeutic benefits. Collaborating with photography influencer Daryl Aiden Yow, Geneco showcased NParks’ therapeutic gardens, reinforcing their role in enhancing mental well-being.
Geneco continues to lead by example in promoting mental wellness, using creativity and community engagement to support Singapore’s youths on their mental health journeys.
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